Research On Independent Brands Strategy Of FAW Group

The international automobile industry has been a heavy blow with the economic crisis of the world from the year of 2008.The automobile industry structure has been changed greatly. Meanwhile, China's domestic auto market began to emerge from the 2009 high-speed development of the situation in line with international trends in other major automotive markets, exactly the opposite. This peculiar pattern of the Chinese nation has been the rapid development of automobile industry and narrow the gap with the international advanced automobile enterprises the opportunity, and also the development of China's independent brand cars ushered in a favorable opportunity. China First Automobile Group Corporation is China's largest automobile company, is one of China's automobile industry pioneer also ushered in the independent brand strategy and vigorously promote a rare opportunity. Therefore, this paper select the FAW Group independent brand strategy of research as a thesis.In this paper, the first chapter, mainly from the theoretical definition of brand, connotation and denotation of brand for the importance of enterprise development. The same time, some of the core of the brand strategy of the issues discussed, the FAW Group, described the current situation, description of the problem background, and thus leads to FAW's independent brand strategies.The second chapter mainly FAW Group's existing products, brands and brand strategy for analysis. With the joint-venture auto brands inroads into the Chinese market, FAW Group, with the continuous deepening of the international automobile companies, joint ventures product to win a larger market share and profits, but the FAW Group's independent brand cars are facing an increasingly large market pressure, self-branded products and the market there are many problems to be solved. In this regard, FAW Group, proposed the "Two great changes in three years" in the near-term goal, which is striving to three years time, so that FAW has markedly improved the appearance of independent brand front, so that has markedly improved the competitiveness of their products independently.Chapter III of this article mainly on the major foreign and domestic enterprises to develop their independent brand car model and process were analyzed. The development of brands there are many models and approaches, and different times and the development of enterprises have their own characteristics. But its real problem is that only their own brands and stronger, and in order to enable enterprises and stronger, otherwise it will be difficult among the world's automotive industry leader. However, the independent brands of motor vehicles can not copy the development strategy, and must be rooted in the enterprise itself and in the external environment and internal conditions, to establish conditions consistent with the enterprise development strategy.Chapter IV of this article is analysis of FAW group's independent brand strategy. First, the analysis of Chery's independent brand strategy development process and its characteristics, through the FAW contrast with Chery, FAW Group, summed up the actual situation must be based on their own needs its own independent brand strategy.Second, the FAW Group, respectively the external conditions for their own brand strategy and internal environment analysis, to find which characteristics. Again, according to the above analysis results, the FAW Group's independent brand strategy SWOT analysis, come to their independent brand strategy, FAW Group's strategy.Chapter V of this article is FAW Group's independent brand strategy in the implementation process of the specific strategies. First of all, to create and strengthen their independent brand of corporate culture, unified the staff thought, clear and strong FAW Group's independent brand of common goals and beliefs; Secondly, we must improve the system and the construction of independent brands, in this regard, we must separate from the personnel system, science and technology system, technology system, marketing system and other aspects of the sound so that FAW Group's independent brand strategy can be achieved; again, to establish a branding strategy to promote self-protection system in this regard, efforts must be established to promote the development of independent brands economic security system, security system management, technical security systems and personnel security system, as their independent brand strategy, FAW Group, to ensure the smooth conduct; Finally, the FAW Group, the independent brand strategy can not be divorced from the automotive industry has been at home and abroad for the future car market, scientific predictions, we must grasp the direction of industry and market development plan ahead in order to seize the opportunity, seize the opportunities, so that FAW Group is the industry leader.