Research On Optimized Brand Building Strategy Of SAIC Independent Brand

After nearly 30 years of rapid development,China’s auto industry has surpassed the United States to become the world’s largest automotive manufacturing and consumption market since 2010.In the 20 years from 2000 to 2020,China’s automotive production increased from 2 million to more than 25 million units,an increase of more than 10 times.By the end of 2020,China has more than 120 automotive production enterprises,the total annual production capacity is more than 50 million units.China is also the world’s largest market for new energy vehicles,production and sales volumes of new energy vehicles in 2021 is more than 3.4 million units,accounting for more than 60% of the total global volume in 2021.At the beginning of the founding of New China,China’s automotive industry was relatively weak.Through imitation of Soviet technology,China gradually established an automotive industry based on independent brands such as FAW,Dongfeng,Hongqi and Shanghai Automotive.After the reform and opening up,international mainstream automotive brands represented by Volkswagen,GM and Toyota entered the Chinese market by establishing joint venture companies with China domestic automaker.Domestic automotive enterprises also accumulated experience in automotive research and development,production and manufacturing through joint ventures.In the past 10 years,with the continuous enhancement of the technical research and development of domestic automotive enterprises,and the acquisition of some European and American automotive technologies through mergers and acquisitions,domestic independent automotive brands have achieved rapid development.With the continuous development of its joint venture brands SAIC-Volkswagen and SAIC-GM,SAIC is also groping hard on the road of building and developing its own brands.After more than 10 years of exploration and development,SAIC has established its own brands represented by Roewe,MG and Feifan R Brand.Throughout the building and development of SAIC independent brands,there are also some problems,such as unclear brand positioning,no obvious differentiation between family sub-brands,the establishment and development of high-end brands is not smooth,customer resource management is not perfect,customer value exploiting is not sufficient and some other problems.Through questionnaire survey,combining strategic brand management theory,enterprise brand strategy theory and cooperative brand building theory between enterprises and customers,this essay puts forward optimization suggestions for the brand building strategy of SAIC independent brands: At the macro level to analysis SAIC independent brand building conditions,based on the top level to design and optimize the brand building plan and optimize the SAIC internal management system.At the same time,the essay puts forward safeguard measures from three aspects of technology,organization and market.This essay hopes to take this research and investigation to provide basis and suggestions for the optimization of the building and development strategy of SAIC independent brands,improve the shortcomings of domestic research on the development of China independent automotive brands,provide research basis and reference for the development of other domestic independent automotive brands,and promote the healthy development of the national automobile industry.