The Study On The Marketing Strategy For Independent Automobile Brand

In recent years,whether it is the "going out" of the "One Belt And One Road" economic development belt or the independent innovation of the "made in China 2025" manufacturing power strategy,the automobile industry has been upgraded from the focus of national attention to the pillar industry of national economy.Since the birth of the first automobile in 1886,the automobile industry has been on the rise.China's independent automobile brands have gone through a stage of low and low price learning and transformation of reference and imitation,and are transforming from the mature stage of brand positioning to the achievement stage of technology research and development.Faced with the changeable market demand and powerful competitors,how to formulate effective marketing strategies for self-owned brand cars has become the focus of the industry and the difficulty to be broken through urgently.This article USES the theory of competitive advantage,competitive strategy theory,industry economics theory,core competence theory and competitive strategy,research the imports and the trajectory of the joint venture brands,the marketing model of the auto industry analysis,combined with the market with Chinese characteristics and local cultural background,and in the case of JL,analyze the independent brand marketing strategy and research,hope that through combination of theoretical analysis and practical examples,put forward suitable for independent auto brand marketing strategy of development,strive for more independent auto brand marketing strategy to provide theoretical reference and practical guidance.The following sections cover the contents of seven chapters: the background and significance of researching the marketing strategy of independent automobile brands,the research status of domestic and foreign brands on the marketing strategy of self-owned brands,the research methods and contents,and the framework of this study constitute the first chapter.The second chapter lists the theoretical basis for studying the marketing strategy of autonomous automobile brands,such as the combination marketing model used to analyze the marketing environment,the STP model,etc.There are also several marketing methods commonly used at present,such as Live marketing,event marketing,etc.The third chapter describes the development stage of China's own brand automobile,and analyzes the external environment of JLBY model in politics,economy and technology.The fourth chapter analyzes the internal environment of JLBY model,including the development process.Market positioning,then to competitive analysis,production and sales analysis and financial analysis.The fifth chapter takes the marketing strategy of JLBY model as a case,and applies the marketing strategy mentioned in this paper to the specific practice management.The sixth chapter is based on the aspects of organizational security,human resources protection,and capital security,and proposes how to guarantee the implementation of JLBY marketing strategy.Chapter VII concludes with a summary of the study and a vision for the future.Through theoretical analysis and practical examples,this paper tries to put forward strategies suitable for the marketing development of autonomous automobile brands,hoping that the research results can help more autonomous automobile brands to promote their market.