Study On The Independent Brand Development Strategy Of FAW Car

Since China’s accession to the WTO, the auto industry has carried on thecomprehensive competitive era. It has become the main problems for the developmentof automobile industry in our country, which how to create a independent brand carby independent intellectual property rights, And FAW car is the main force ofindependent brands,the development of brand in FAW group will produce biggereffect for Chinese independent automobile independent brand.The brand of Red Flag in FAW car is the ancestor for the automobileindependent brand in China. Although it experience the glory days, but it is mediocrein the high-speed economic development for a few days. after this time, FAW carpush out the launch of the independent brand---pentium and oulang car, Although ithas seen better though, it overall still in import brand to survive in the cracks, the corecompetitiveness of enterprises is still in a lower level. Based on the current plight ofFAW car，the paper, three independent brands-red flag, pentium, Europe lang brand,from the perspective of product strategy and marketing strategy are analyzed, andpoints out the three brand from research and development, sales and so on each linkonce appear problem, such as the red flag brand market orientation deviation, pentiumbrand marketing strategy of mistakes and the lang brand development, points out theFAW car the plight of its brands at present.In order to deeply explore FAW car independent brand development strategy,this article obtains from the automobile independent brand development presentsituation at home and abroad, points out the FAW car problems at present and theproblems faced by China automobile independent brand cars, and points out that thedevelopment of foreign automobile independent brand cars in China and FAW carreference and enlightenment.In this paper,it carried out in-depth investigation and study, studied the existingproblems in the development of FAW car independent brand’s survival, effectivelyput forward relevant Suggestions and measures to solve problemby using the theoryof brand and the market marketing theory through the combined method of theoryresearch and practice research,which has been clear about the FAW car independentbrand market positioning, mainly for the red flag brand should be positioning inhigh-end luxury models, establish a brand image as the main purpose. Pentium brandmainly should highlight the price advantage. and the lang brand should give priorityto outstanding individual character of market position.Through the SWOT analysis method, aiming at the disadvantage advantageanalysis of FAW car, FAW car should now take the reverse strategy, in independentinnovation should adopt the development mode of "Introduction-digestion and absorption and innovation". Suggestions and measures are put forward according tothe mode of development.Finally, through the formulation of the development strategy of FAW car, fromproduct strategy, distribution strategy and marketing mix strategy three aspects putforward their own views. In product positioning strategy, the Red Flag brand to takeluxury vehicle positioning strategy, the Pentium brand take the price to win thepricing strategy. In the distribution strategy, the Red Flag brand net sales, to ensure itsown luxury car position. In the marketing mix strategy, respectively from the fouraspects of product strategy, pricing strategy, cultural marketing and expand theoverseas market...