Strategy Of Heavy Automobile Brand Development

"Brand" is a kind of intangible assets; the "brand" is famous degree, had famous degree of cohesion and diffusion capacity, will become the motive power of development. A very important job of brand strategy planning is the planning of scientific and rational branding strategy and brand structure. In a single product structure, marketing communication activities are focused on improving the same brand assets are, and increased product variety, is faced with many problems, whether it is brand new extension product adopts the original brand, or the use of a new brand? If the new products using the new brand, so how is the relationship between the original brand and brand new coordination, relationship between enterprise brand and product brand and how to harmonize the? The brand strategy and brand structure optimization strategy is to solve these problems, this theory is very complex, the actual operation process is very difficult subject. At the same time, large enterprises, a small decisions about the brand strategy and brand architecture will be subject to several hundred million or even tens of billions of dollars every aspect of business to the multiplier effect in the form of amplification, which produce inestimable impact on enterprise efficiency. Decision level of brand strategy and brand architecture, make enterprises more profitable tens of millions, hundreds of millions is a very common thing, decision led to the low level of enterprise loss of tens of millions, billions of frequently happened.In March20.2009."the automobile industry restructuring and revitalization of the planning rules"(hereinafter referred to as the "rules") published."Rules" clearly set out to encourage mergers and reorganization of enterprises. Among them, encourage the SAIC. FAW Group. Dongfeng Automobile Group. Changan automobile group (collectively the "group of four") the implementation of mergers and acquisitions in the national scope, supporting Beiqi group, Guangzhou Automobile Group, Chery automobile, China National Heavy Duty Truck (collectively,"four small group") the implementation of regional merger and reorganization. The above four big four small, only FAW. Dongfeng. Foton. heavy truck production in China heavy truck, the other is the passenger car, and more than all the cars, only China heavy duty truck is the only production car enterprises. In November28,2007. China National Heavy Duty Truck (Hongkong) Co., Ltd. in Flongkong successfully listed on the stock exchange, facing the global public offering, initial financing of HK$9950000000, becoming the first listed in Hongkong red chips in domestic manufacturing industry, is also the date listed in Hongkong the amount of financing the largest domestic manufacturing enterprises. In20082009. China Heavy Truck Group to overcome the effects of natural disasters, raw material prices, the financial crisis and other unfavorable factors, continue to maintain a good momentum of development, has always maintained a leading position in domestic.1-2010September, China Heavy Truck Group of cumulative sales of heavy truck grew71.02%; realize sales revenue grew47.35%; profits and taxes and profits were up93.48%and98.55%. China Heavy Automobile Group Limited company chairman Ma Chunji think, China is expected to become the world’s second largest car market and the third largest automobile manufacture country, change heavy auto industry pattern is the quality of the. This will be China heavy vehicle group as the case study object, comparative analysis of China’s heavy-duty automobile brand strategy, research on how to scientifically understand the brand strategy and brand structure, research on this subject, to help Chinese enterprises on the scale, the birth of China is important carrier of enterprise.