| In order to explore the successful experience of weak later comers of Chinese auto brands in the domestic market, and provide suggestions for the development of other Chinese companies, this paper analyzes the product strategy and evolutionary path of Chinese auto brands. By using the contrast method, five aspects of the five targeted Chinese companies and foreign companies are explored.Firstly, the product strategy in the system-level is compared between Chinese and foreign enterprises, finding that the Chinese cars use mini-cars as the market entry point and extend to the A-class cars upwardly at present. Secondly, the secondary brand combined strategy of the target companies is analyzed. The results reveal that the speed of Chinese companies'brand growth and updating is faster. Meanwhile, they extend downward to enhance the brand premium. Then, the grades number distribution and naming characteristics of the same class for the target enterprises are studied, the results show that Chinese cars divide the grades and the lure of naming patterns accurately so as to attract the attention of domestic consumers. Next, the Main performance and configure of target automotive products is studied, finding that Chinese cars lag behind foreign cars in terms of the technology performance but take the lead in price and some of the configuration parameters. Finally, the rate of making new cars of target enterprises is studied. In general, Chinese cars have faster and shorter update cycle than foreign counterparts.Confronted by the fierce competition from the foreign companies, as the weak later comers in the market, Chinese auto brands have adopted various strategies. By the comparison of the above five aspects, the different strategies and their evolutionary process are analyzed. This study complements the study of domestic automotive products on the theoretical literature basis. What's more, it also provides valuable implications for the product strategy of other Chinese enterprises. |
PDF Full Text Request