Research On Brand Positioning Strategy Of Haval

By the end of 2017,China has been the global champion of auto production and sales for 9 years,proving that China is a real country in auto production and marketing.In contrast to this,China is still in lack of reputable domestic auto brands.This is because the Chinese domestic auto brands have less influence than foreign auto brands.So,it is a priority matter to build strong domestic auto brands.Brand positioning is a vital part of brand-building work,it guides brand-building work and help solve the homogeneity problem.With the ads and media explosion,a brand must have a proper position to guide brand communicating work.In terms of brand positioning,Haval,which is an auto brand under the banner of Great Wall Motor Co,is a typical success.Located at “Economic SUV”,Haval has been the sales champion in Chinese SUV market for 15 years and is now expanding to overseas markets.In this paper,the brand positioning strategy of Haval is analyzed,considering it will be a reference to other domestic auto brands.Besides its success,Haval is also confronted with challenges and problems in its brand positioning work,which are also analyzed in this paper.Most of all,suggestions to help Haval solve current problems and take the challenges in brand positioning work,are put forward in this paper.Research in this paper is based on the Diamond Map Positioning Theory,which is proposed by professor Fei.Lee from Tsinghua University.According to this theory,brand positioning strategy is consists of three phases——market targeting,determining the contend of brand positioning,implementing the content of brand positioning.So firstly,the brand positioning strategy of Haval is analyzed in order of these three phases.The effect of Haval's brand positioning work is also measured through questionnaire survey.Then,after comprehensive analysis of the trend of Chinese auto industry and government policies,problems and new challenges Haval faced with are pointed out in this paper.Suggestions to help Haval solve those problems and take the challenges are also put forward —— change the brand value position from “profession” to “concentration”,concentrate on basic models and grasp the new-e nergy trend,make a maximum to product price and improve the additional value of products,adjust the channel distribution,increase product placement ads and make new publicity films.At last,extra communicating strategies are proposed in this paper——change the core of communication form “profession” to “concentration”,more communicating works targeted at west area and less developed cities,using SNS communicating to improve customer feedback.This paper makes sense in both practical and academic way.In practice,suggestions put forward in this paper are going to help the brand-building work of Haval and other domestic auto brands.In academic,the Diamond Map Positioning Theory,which is a new theory proposed by Chinese scholar,are applied to research in this paper.