Multi-brand Strategy Analysis Of Chinese Local Automakers

Since 21st century,the sales volume of Chinese automobile market has been growing rapidly,and China has become the biggest auto market of the world.The enormous market need and good economic developing trend have attracted a large amount of internal automobile manufacturers and domestic capitals to flow in.Under this environment,self-owned brands also developed dramatically;however,compared to foreign brands,the biggest problem of self-owned brands is the brand competitiveness.Facing this situation,many self-owned brands began to implement multiple-brand strategy,devoting to build competitive local mid-and-high-end auto brands.As one of the benchmarking enterprises Chery established only 20 years but got the achievements which foreign brand worked for several decades.Now Chery already became one of the biggest automotive manufacturers with 868 4S showrooms,business covered all over China.Meanwhile Chery was also the pioneer of multiple-brand strategy among all Chinese auto brands.This thesis based on brand strategy theory and started with multiple-brand strategy,use document analysis method,interview method,and case analysis method to analyze the multiple-brand strategy used by Chery.The thesis has five parts,the first part introduces the background,meaning,frame and method of analysis,the second part introduces relevant theories and concepts,the third part introduces domestic auto market and the position of Chinese brand in the competition,the forth part analyzes the multiple-brand of Chery,and the fifth part gives the suggestions during planning and executing multiple-brand strategy for Chinese brands.Through this thesis,we analyzed the expeircnnes and mistakes Chinese brand made during multiple-brand strategy and point the direction for future developments.After analyzing,we can find the multiple-brand strategy is a good choice for Chinese brands to improving their brand competitiveness,but to make real high-end brand it needs proper plan for strategy making,resources distributing,channel establishing and marketing.