The Study About Faw Group Independent Brand Development Strategy

In the time of quick economic development, the word “brand” has gradually entered intopeople’s mind and has a great impact on their daily life. With the time of economicglobalization, brand globalization has become a more and more important subject toenterprise. Building independent brand and carrying out brand strategy has been an importantmeasure for domestic automobile enterprise to grow quickly and strongly, so as to join inmarket competition and gain profit.Through conforming scholars’brand research result at home and abroad, gathering a lot ofinformation and data, combining theory and practice, confronting Chinese automobileindustry development conditions, this paper analyses development strategy of FAW GROUPindependent brand systematically and comprehensively.This paper can be divided into four chapters. The first chapter laid theory foundation,drawing forth brand’s concept and structure element, elaborating the theory of independentbrand, brand globalization, and brand strategy development, which founded theory basis andbuild academic frame. The second one focuses on FAW GROUP, reviewing FAW’s grow-uphistory, analyzing the reason of FAW building independent brand, and problems at presentstage. The third one brings forward FAW GROUP independent brand development strategyand set up struggle goal, brand frame and orientation. On the basis of vehicles spare parts, andoverseas market, it discusses the strategic process of FAW GROUP independent branddevelopment. The last chapter put forward constructive suggestion from the point ofinnovation, system, talent, market sales, internationalization and so on.The unique part of this paper lies in it put Marxism plutonomy as theory evidence,combing FAW GROUP’s current situation and existent problems, analyzing FAW GROUP’sfuture independent brand development strategy from the angle of FAW GROUP itself.