Brilliance Auto Own-brand Marketing Strategy Research

This paper introduces the domestic independent brand cars in our country at present the marketing strategy on the basis of overall situation and the existing problems, through the comparison and draw lessons from foreign some auto giant emerging powers the independent brand building and marketing strategy of the enterprise, put forward the improvement of our country’s existing marketing strategy of the independent brand automobile method, and brilliance group focuses on independent brand automobile marketing strategy analysis.The marketing strategy analysis, have greatly enriched the related theory research of automobile marketing strategy in China.From the point of article whole chapter arrangement, is divided into six parts.The first part is discussed in this paper, the research background, significance and main research contents and methods of the introduction;The second part is the status quo of China’s independent brand automobile marketing strategy.The main content of this part around our country independent brand automobile marketing strategy of some relevant concepts, on the current domestic independent brand automobile development condition and the analysis of existing problems of the current marketing strategy.The third part is through to the automobile emerging powers in the world today giant enterprises establish independent brand experience for reference and comparison of automotive product marketing strategy, the hope can established for China’s automobile independent brand and marketing strategy to improve some enlightenment.The fourth part mainly put forward some of China’s independent brand automobile marketing strategy to improve the method.This part mainly includes the independent brand cars in China marketing strategy, marketing strategy of product positioning, marketing strategy of price positioning, marketing strategy of channels and promotion of Chinese independent brand car marketingstrategy the five content.The fifth part mainly brilliance auto own-brand marketing strategy analysis.This part includes the target market positioning, product strategy,channel strategy, promotion strategy, service strategy and other strategies such as six content.The sixth part mainly is the conclusions and outlook.Through the above analysis shows that our country independent brand cars in faced with serious challenges at the same time also has a lot of opportunities to develop its own brand cars.Because our country is now the world’s largest car market,car power across the globe have been at this big car market in China, so our country independent brand auto enterprises must fully grasp the opportunity, continuously develop the independent brand cars.