Study On The Product Strategy Of Chinese Independent Brand Passenger Car Market

Benefiting from the continued popularity in the SUV market,China's own brand passenger vehicle market share has continued to rise since 2013,which reached over 9 million vehicles in 2016.Many self-branded pioneers,such as Chang'an,Great Wall and Geely,have taken a first step towards gaining a share in the market for their own brands,while post-market entrants such as Dongfeng Fengshen have to tight encirclement and get a firm foothold under the double pressure of joint venture brand and self-branded pioneers.This paper takes Dongfeng Passenger Vehicle Company(DFPV)as the main research object,taking the overall concept of product strategy as research frame,deeply excavates the main product strategy and evolution path of DFPV.Meanwhile,according to the changing of market situation and combined with the excellent cases and experience of other car companies,the author puts forward some suggestions for improving the product strategy of DFPV.Firstly,based on the sales data of the industry,this paper analyzes the present situation of the environment of automobile industry in China.This paper focuses on the distribution of the sales of China's own auto brand passenger vehicle enterprises and products,presents the competitive situation of the China's own brand SUV and sedan,and also analyzes the macro environment and development situation of China's new energy vehicle market.Secondly,through the comparison and analysis of a large number of actual cases from many product strategies especially product mix strategy,product price strategy,vehicle configuration combination strategy and life cycle management strategy,this paper summarized the characteristics of DFPV present products and excellent measures of the successful vehicle enterprises in the automobile company and provides reference experience for other post-market entrants of China's own auto brand vehicle market.Finally,according to the change of market environment and the consumers' demand and the development trend of automobile industry,the author puts forward some suggestion for improving the current product strategies of DFPV.In the product development strategy,the product development forward-looking should be paid attention to,the target market should be located and the market opportunity should be grasped.In the product mix strategy,a star product should be created as soon as possible by focusing on superior resources and improving the enterprise' capabilities interns of products,brand and distribution channels.The post-market entrants of China's own auto brand enterprises should also pay attention to the cross-border cooperation with other scientific and technological enterprises and to achieve “curve overtaking” by implementing new technology,and should be more closely with the industry policy environment to speed up the market layout of new energy vehicles.