The Research About The Strategy Of Independent Automobile Brands Based On The Brand Core Value

Automobile industry has been China's important economic pillar industries,but the domestic automobile brands has been considered to be poor,low value-added for a long time and it is still at the bottom of the industry chain.Nowadays,the product attributes of the cars on the market in China is abundant,the market competition is no longer compared to imported products and domestic products and the brand strategy has great significance to every automobile enterprise.The automobile enterprise in our country cannot develop the excellent brand reputation because of the brand core value is not clear.The use of the brand spreading mechanism to carry on the effective dissemination has been ignored and leading to China's own brand cars is difficult to compete with imported car brands.So it is very important to find out the gap and problems of our country's own automobile brands in the development,also to explore the core value of the independent automobile brands and to determine the brand strategy as soon as possible.This article from the brand theory,the brand core value theory,shows the development of China's automobile brand.And take three typical Chinese and foreign automobile brand strategy as an example to carry on the research,analysis the problem of the brand core value exists in our country independent automobile brand strategy.At the same time to enhance the brand core value and make up the development of brand strategy planning,improve consumer recognition of the independent automobile brand,to achieve the benefit of enterprises,promote the development of China's economy.