Research On The Independent Brand Development Strategy Of BAIC

In recent years,China's automobile industry has been developing at a high speed.The sales volume of passenger cars in China experienced a huge increase,from 2.08 million in 2000 to 23 million in 2018,and China has become the world's largest automobile consumer.However,the domestic auto brands accounted for only 40%of the market share,and the market was dominated by the joint ventures and foreign brands.Due to the increasing competition in the market,the development strategies that the domestic auto brands will adopt should be attached great importance.As a typical representative of China's automobile industry,although Beijing Automotive Industry Corporation(BAIC)started relatively late,it only took five years from 2011 to 2016 to achieve the breakthrough of annual sales of 650,000 vehicles,which create the first in the automobile industry.With the rapid development of BAIC self-owned brand,related issues are gradually exposed,such as overlapping brand layout,insufficient product competitiveness,insufficient research and development technology reserves,and weak channel sales capabilities.These problems have become the main influence factor,which hinder the further development of BAIC self-owned brand.A more clear company development strategy should be made to answer the question that how to develop steadily and improve the brand gradually in the future competition.By using SWOT analysis method,PEST analysis method,Porter's five-force model and a large amount of literature data analysis,first of all,the internal environment of BAIC independent brand was deeply analyzed in terms of brand layout,core competitiveness,channel capacity and other aspects,especially the analysis of brand overlap and competitiveness.Secondly,opportunities and threats of BAIC independent brand external environment development could be found by the analysis of macro environment,industry environment and competitor analysis.Finally,the focus strategy of BAIC independent brand is established,and the acquisition and reorganization strategy of core competitiveness is built with the focus of technology,and the differentiation strategy is formulated through the innovation of marketing model.At the same time,specific measures have been put forward to ensure the implementation of these strategies to ensure that BAIC independent brand continues to enhance their independent competitiveness,increase market share,and promote the sustainable development of BAIC independent brand.