A Study On Multi-brand Management Strategy Of FAW-VW

The rapid development of China's automobile market,drew automakers from around the world compete in the Chinese market.As international well-known car brands enter into car market of China and introduce new brands and products,same level products are relatively saturated state,homogenization of serious brand distinction become important factors that influence consumer purchase decisions.As a leading automakers,Volkswagen brand currently has 8 product brands,parts of product brands have been or will expend sub-brand.Under fiercely market competition,originally their positioning clear,and subdivision market clear of the series brand of boundaries became increasingly fuzzy,which caused brand "internal friction";while in launched new of brand and child products Shi,Enterprise brand effect weaker led to new brand and new products market accept degrees and sales performance not satisfactory;addition in car Hou market service field also attempts to launched has service brand,but due to lack system of promotion strategy and guarantees measures,promotion effect were undesirable.Based on analysis of FAW-VW's multi-brand management internal business environment,combined current more brand management development status,and through on market environment of analysis and industry within of horizontal than on,summary out Faw-mass its more brand management of advantage,and disadvantage,and opportunities and threat,again through on market marketing learn theory of in-depth research,for more brand management to out optimization strategy and implementation measures.Strong brands to create a day of power,requires sustained,science of brand management.Faw-VW can become a market leader,is a basis for brand management.In an intensely competitive market and brands more and more cases,Faw-VW current job priority is to construct a structured family brand system,clarify the brand positioning,a clear market segment.Meanwhile,brand management must be ongoing to be effective,need to incorporate long-term strategies.Therefore need effective protection mechanism to ensure the implementation of brand management.In the Organization,in order to support the work of brand management,should be divided into two layers of management and the business layer control,combining brand and brand-building power,to automotive brand overall brand strategy and brand promotion strategy of unified planning.In the process of branding,advertising,media,public relations,promotions,tours and VI application of managing through all aspects of the control of the communication activities,ensures that communication activities can continue to spread the brand's core understanding of information and enhance brand value.Hope that through this in-depth study can provide help to enhance the multi-brand management of Faw-Volkswagen,to enhance brand equity,increase customer loyalty,promote sales and market share,and increase "premium brand" support healthy sustainable development of enterprises,and maintain a competitive advantage in the competition.