Research On The Brand Marketing Strategy Of Chinese Automobile Industry

With the Continuous development of China's eConomy,people's living standard is improving,Car in ten years ago,people think that is a luxury,but is now entered the Common people of a neCessity.No matter how the e Conomi C fluCtuations in the last two years,people do not lose desire to buy a Car,aCCording to the China assoCiation of automobile manufaCturers,produCtion and sales of 24.5033 million Cars in 2015 and 24.5976 million vehiCles year-on-year growth of 3.25% and 4.68%,foreCast in 2016 of China's Car market there is a rigid demand.RGL asso Ciation prediCted that in 2016 China's annual sales in 26.04 million,the growth of about 6%.It is not hard to see from the above data,there is the potential of the China's auto sales market,is a period of rapid development of high speed,China should seize the opportunity of domestiC Cars.In this paper,after studying the development of brand marketing at home and abroad under the premise,using the brand positioning,brand loyalty,brand Culture and relevant theory of brand marketing strategy,throughout the su CCess of the foreign Car brand brand sales experienCe su Ch as Benz,BMW,etC.ReferenCe to their Company's suCCess,based on this,advanCes Consistent with China's national Conditions of domestiC auto brand marketing,Great Wall motor,for example,that you know how a domestiC Car brand to get rid of imported Cars,joint venture Car brand prestige,make their own sales highlight the shaCkles of the formed by foreign brands.Solve a problem,there must be some Corresponding methods used in this arti Cle the way su Ch as Comparison method,literature method,analysis of the pros and Cons of the automobile industry brand marketing strategy,based on the analysis of the Great Wall motor Company's brand marketing,using the SWOT model to illustrate the Great Wall brand advantages and disadvantages,opportunities and threats of the four aspeCts?Consmer demand inCome model of brand value judgement,and then aCCording to their own learning and view of books,journals and other data,for the Great Wall brand marketing strategy of its reCommendations.