Research On FAW Hongqi Brand Development Strategy

Since the beginning of the 21 st century,China's automobile industry has developed rapidly,with an average annual growth of more than several millions.Since 2009,the production and sales volume has ranked first in the world,and its global share has grown from 1/20 to 1/4 in the beginning of this century.At present,China's luxury car brand barriers are obvious,the brand viscosity and premium of the luxury car market is very significant,dominated by Audi,BMW,Mercedes-Benz,the market share of more than 70%.In this environment,how to strive to build an absolutely competitive FAW Hongqi brand has become a top priority for FAW Group.The purpose of this paper is to realize the revitalization of FAW Hongqi brand and the rational planning of market projects through the research on the development strategy of FAW Hongqi brand,to support the promotion and sales of Hongqi brand,increase the economic benefits of enterprises and promote the sustainable development of corporate brand system.This paper is based on the theory of strategic management.The main application methods are:Literature analysis method.Empirical research analysis method.PEST and SWOT analysis methods.After analysis,this paper believes that it is necessary to develop the Hongqi brand from the following perspectives: independent decision-making to eliminate multiple layers of interference;transformation of brand tonality,gradually shift from a single purpose for official use to official business,and ultimately to the private market;grasp the consumer's high quality The opportunity for the gradual recognition of domestic products,and other excellent domestic brands to cooperate with each other to give consumers confidence;at the same time,comprehensive planning of the product layout of Hongqi,and then gradually implement.Subsequently,I formulated a series of Hongqi brand development strategies for practical implementation and guarantee,controlled the process of serious products for 24 months,developed Hongqi products with good quality and quantity,formed the matrix of four product series,and provided solid guarantee for the Hongqi brand marketing.Serious decision-making process in vehicle development process,depoliticization,interference,forming,scientific,rigorous,data-oriented,decision-makin g process,tamp product quality connotation,combined with the environment of Internet emerging intelligent equipment configuration,to create Hongqi products charm point;Do a good job in talent development path,break the original fixed telephone mechanism,flexible promotion mechanism,to achieve the promotion environment can be in,can be up and down,know people to make good use of,control the brain drain,for faw Hongqi brand development strategy to lay a solid foundation.In the process of developing the brand,we should also learn from the lesser development of the former Hongqi,the research and verification of the serious product decision-making process,the serious decision-making process,the matching of duties and responsibilities,and the selection and retention of talents to ensure the brand.The continued impetus for development.This paper hopes that through the research of this subject,we can explore the strategy suitable for the development of Hongqi brand,provide some reference for the relevant operation department decision-making,make the development of Hongqi brand smoother,and make the new Hongqi become "China's first,world famous" The "new high-end brand" to meet consumers' pursuit of the "good life,wonderful travel" in the new era.At the same time,make FAW Group one of the most successful auto companies in China,and realize the vision of FAW: Hongqi rejuvenation,stronger Jiefang,industry to serve the country,employee happiness.