Research On KY Automobile Brand Positioning Strategy

At present,with the rapid economic development,the global automobile industry is mainly distributed in North America,Europe and Asia,forming American,French,German,Italian,Korean,Japanese and domestic independent brands.At present,the global mainstream automobile brands mainly include Toyota,Volkswagen and GM.In recent years,China’s automobile industry has ushered in rapid and efficient development.Many automobile joint ventures have begun to enter the market,and the industrial standards have been improved to a certain extent.However,China’s own brands have also performed well,making use of favorable policies,increasing innovation,actively participating in market competition,and competing with joint ventures for the domestic automobile market with huge potential.At the same time,China’s automobile market has also ushered in a new stage of development,the country proposed to develop China into an automobile power strategic planning,but compared with the more mature automobile brands in the world,China’s automobile brands are relatively young,how to highlight the encirclement and seize the opportunity in the complex international market has become a problem that Chinese automobile enterprises must think about.Among the domestic automobile enterprises,KY automobile first appeared as a brand new under Chery holdings.Through its operation in the past few years,it gained a small amount of popularity.However,its sales volume in the market is poor,and its market recognition is not enough.After the equity change and moving westward to Yibin,KY automobile,as an independent automobile brand,is making efforts in product,price and marketing,Strive to stand out with a new image.On this basis,this paper chooses KY automobile as the research object,first of all,the background and significance of this research is explained,and through reading the relevant literature at home and abroad,lay the basic direction of this research;Secondly,through the relevant theoretical research to provide a strong theoretical basis for this paper,and then for KY car in the internal and external environment and the company’s current Development in-depth analysis;Once again,for a deeper understanding of Ky automobile brand positioning,the author analyzes Ky automobile brand positioning through market research,it is found that the problems existing in the automobile brand positioning of Ky automobile at present mainly include: The brand personality is not bright enough;the product design is not innovative enough;the brand promotion is not paid enough attention to;the Brand Channel Service is single;the problems existing in KY automobile brand positioning,this article puts forward the corresponding improvement strategy,mainly including: product and price positioning improvement strategy,"Wing Students" virtual personality application,brand communication improvement strategy,channel positioning improvement strategy.Finally,this paper puts forward some measures to guarantee KY auto brand positioning,such as:Setting up a special brand management department,optimizing human resources,and strengthening the training staff;Allocate special financial budget and strengthen the brand positioning improvement effect and forecast.