Chinese Indigenous Brand Automobile Development Stragegy Study

Current China automobile industry ongoing structure adjustment, striding forward to automobile powers of independent brands car to take greater responsibility, work hard to enhance the national independent brand is China's automotive industry by large stronger and grants. On the one hand, foreign automobile industry successful fact has proof independent brand establishment is to promote China's automobile product independent development ability of necessary conditions, On the other hand, the brand is the market competition edge tool, is the cornerstone of the development of the Chinese auto industry. China's current independent brand automobile strength increased rapidly, and actively explore international market. Good independent brand image for enterprises to win more market and more profit, but also can accelerate enterprise growth, and increase their competitiveness, improve Chinese product image, show China's overall strength. This paper using marketing theory and brand strategy management theory and product cycle theory, combined with the foreign auto enterprise development mode of some experience, as well as China's auto industry development situation of our country, the independent brand automobile strategy development of related problems are discussed, hoped through these coursewares and research for the domestic independent brand strategy and implement of car provide some reference function, at the same time, take the opportunity to wish through the national government and enterprise efforts to make independent brands can develop and enhance its competitiveness, in order to effectively drive development of relevant industries.Paper main research problems: 1 at home and abroad about car brand literature review and induction, and constructs the theoretical framework of this study. (2) from the brand strategy management perspective of domestic and foreign automobile own-brand successful experience and is worth using for reference of place.Finally, from national level, industrial level and internationalization level gives development China automobile brand Suggestions and should take action.