Study Of Brand Developing Strategy For ZYD CO. LTD

In auto industry there are very strong industrial correlativity, distinct economies of scale, higher enter/exit barrier. Therefore, the characteristic of market structure is oligopoly under superior concentrate in developed country. At the time of global economic integration, the general developing trends of auto industry are merger, monopoly, grouping and world competition. In the situation as a whole, it's smaller for the scope of Chinese companies, and not fully utilize of the economies of scale. For the point of system, the old system is still working and new system is not established completely during the period of system changing. The workings of both systems simultaneously is a kind of attractive effect, the partial and local economy interests help to encourage to result in the poor utilization. As the distributors of auto manufactures, they face the press of both auto manufactures and markets, and try to find a way of sustainable and sound develop; they found it's difficult to be bigger and strong. How to set up autonomous brand, establish the advantage and keep company developing, it's very important to compete in world market for distributors. The article analyzes the reasons of stages, systems and policies which cause confusion of auto industry in China by the ways of brand promotion, competitive environment and industry policy. The author try to identify the competitive power and key competitive factors by SWOT analysis, PEST analysis and combination analysis, and submit the developing strategy of autonomous brand for ZhongYiDa Group company as comprehensive automobile distributor, the author also verified the strategy by step analysis of strategy theory.