Research On The Competitive Strategy Of FAW Xiali Brand

The automobile consumption market is developing very fast in China,as the automobile consumption market gradually matures and consumption upgrading trend accelerates fast,traditional automobile companies at home and abroad all speed up the layout of high-end automobile consumption market in China.In addition,taking electrification and intelligence as the product characteristics,emerging forces of building cars who carry large amounts of money,high-end technology talent and rely on internet technology advantage come into auto market.Traditional automobile brand "Xiali",by contrast,are due to the long-term accumulation of brand image aging,lack of brand planning,less outstanding of brand characteristic,lack of brand awareness and brand reputation,the brand is severely marginalized,which seriously affected the Xiali brand’s competition and limited the development of Xiali brand itself.The Xiali brand has already gotten into an emergency regarding to survival and death.Because of this,to seek for the Xiali brand’s competitive strategy and find the mothed rebuilding Xiali brand’s competition power,through rebranding and upgrading the Xiali car procurement,research and development,production,marketing,management and so on,it will be the key to success to revive the Xiali.Based on the development of the Xiali brand history and reality,this paper analyzes the deep reason of resulting in the stagnation of the Xiali brand development and points out the Xiali brand’s shortcomings in the product,positioning,planning,marketing,etc.At the same time,the use of PEST analysis,porter five model and SWOT analysis,this paper also analyzes the Xiali brand external development environment in macro and industry level,as well as the internal environment on aspect of cultural construction of the Xiali of its own,the production management system,the research and development ability,human resources,financial status and so on five aspects.It is concluded that the Xiali brand now has more disadvantage than advantage and there only left about just five years for the development of theXiali brand,which makes clear that the Xiali brand should adopt differentiation competitive strategy so as to make full use of industrial upgrading and the opportunity of rapid development,to promote the system reform,strengthen talents access and r&d investment,quick rich Xiali product lines,innovative marketing mode,and to bring new formats,in order to accelerate the development of transformation,reshape the Xiali brand.Finally,this paper provides detailed security methods for the Xiali brand competitive strategy,including setting up a corporate culture of advocating innovation,with competition and crisis consciousness,improving ability to create positions and the vitality of the enterprise for the wage of recruitment and salary incentive system,and building an enterprise organization system of product oriented,centering on the research.