Research On The Development Strategy Of China's Car Brand

Brand is the effective means of earning money and the channel through which corporation can communicate with its customers. Corporation must build its own strong brands if it wants to maintain its sustaining competitive advantage.Since China initiated its reform and opening drive, its automobile industry has formed the frame in which Sino-foreign joint venture is the main style, wishing to develop its automobile industry by means of exchanging its market with the technology. However, because the foreign partners try to maintain their advantages of technology and brand, they make the painstaking efforts to handicap China's automobile industry to develop their own brands, and to acquire the key technologies. The result is that a great number of foreign automobile brands permeate in China's market and the big part of the profit in the jointed enterprises was taken away by the foreign partners in the name of technology and brand.Based on such kind of situation, China's automobile corporations must improve their own technology level and develop their own brands so as to develop their enterprise and improve the capability of profiting. This paper targets on the weakest part of China's automobile industry, namely, car industry. This study reviews the process of China's corporations developing their own car brands, simply analyzes the current situation of China's car market, and constructs the conceptual framework of the customer-based brand equity. The theory of customer-based brand equity embraces three parts, namely, means, brand knowledge and benefit. Means includes brand identities, marketing programs and secondary associations, brand knowledge refers to brand consciousness and brand image. On the basis of that, in conjunction with the current situation of China's car industry, this paper particularly analyzes the marketing programs from the four elements of product,price, place and promotion, which is purposedly used to build the brand equity. In the end, based on the given marketing mix, this paper detailedly analyzes the marketing activities on the brand QQ sponsored by the Chery Automobile.