Research On Brand Marketing Strategy Of Xinan Company’s Extended Warranties For New And Used Cars

The automotive afterrnarket refers to all transactions or service activities that occur in the various links from automobile use to scrap recycling after automobile sales,including used cars,maintenance,accessories,auto modification,financial insurance(including auto extension warranty),and car culture,Scrap recycling and so on.China’s automotive aftermarket is a stage of rapid development and has a very bright future.During the more than ten years of rapid development of the new car market,automobile manufacturing has become the center of the automotive industry.However,since 2014,the new car market has shifted from rapid growth to a new stage of steady development.By 2018,the sales of new cars fell but the absolute volume remained at a relatively high level.The increase in vehicle age and the increase in car ownership have driven the rapid developme nt of the automotive aftermarket,which has gradually made the automotive aftermarket becom e a new industry focus.The Chinese automotive industry has also changed from a rapid growth period to a large stock market.According to the "2019 China Automotive Aftermarket White Paper",China is expected to surpass the United States to become the world’s largest market by 2020.And based on the continuous increase in China’s car ownership and the increase in average vehicle age,the automotive aftermarket will usher in an explosive period of development and become the new focus of the automotive industry.The research object of this article is the automobile extended warranty product of Xin’an Automobile Insurance Co.,Ltd.(hereinafter referred to as Xin’an Company).Xinan Company is a FAW Group company whose main product is the automobile extended warranty business under the automobile manufacturer model.With the continuous development of the automotive aftermarket,the automobile extended warranty market has also begun to mature and specialize.Various models of automobile extended warranty companies,dealers,automobile manufacturers,and insurance companies go hand in hand,indicating the prosperity and development of the Chinese automobile extended warranty market.And Xinan’s automotive extended warranty products will face more and more competitors.How does Xinan’s automotive extended warranty products develop its brand effect stand out from many competitors,continue to expand market share,and form a good market service reputation?It has become an important issue for the current development of Xinan Company.Therefore,this article will combine the actual situation of Xinan’s auto extended warranty product development,and use marketing and branding related theoretical knowledge to develop an effective brand marketing strategy for Xinan’s auto extended warranty product.According to the actual situation of Xinan auto extension warranty products,it puts forward related strategies for brand positioning,brand communication,brand maintenance and brand extension.The implementation of the improvement plan of the marketing strategy provides the guarantee for the landing of the brand marketing strategy through the corporate system,human resources,corporate culture,and information technology as safeguard measures.