Automaker South Korea,China’s Research Of Smail-car Brand Management Strategy

With the development of economy in China and China consumer the ability to continuously improve, in recent years, China has become the world’s largest automobile consumption market, the importance Chinese automotive market has been self-evident.Although the "HYUNDAI","KIA" as the representative of the Korean car brand to enter the China time earlier, and achieved good results. But in the Chinese market, China consumers for Korean manufacturing exist some misunderstandings, such as South Korea made generally low prices, poor quality, safety and comfort is poor, technical content is low, misunderstanding on these ideas a direct impact on the brand effect of Korean auto enterprises in China, the Korean cars in China market only products locating in the low-end consumer market. As the competition China low-end car market is becoming increasingly fierce,profit margins continue to be compressed, how to reverse the Korean cars in Chinese automobile market brand image, making it toward the high-end market, become a problem before China car enterprises in china.This paper used the methods of literature research, case analysis and market research method, to South Korea’s HYUNDAI KIA Automotive Group under the "HYUNDAI","KIA" two brand as an example, the Korean car brand management and marketing in the Chinese market are studied in the process of research, firstly, the introduction part, the reach background and significance, research methods and frame of the thesis are briefly introduced, then in the literature review section, the brand management theory is discussed, the main function mainly includes the concept and feature, brand, establish the concept of brand management, brand management platform, the importance of brand strategy management and brand management platform, the importance of brand strategy, brand management platform, the importance of brand strategy management and brand management and marketing in the passenger car industry is analyzed. On this basis, analyzed the current situation Chinese passenger car market, car brand management and marketing situation and existing problems. Then analyzed the current situation in Chinese market brand management aspects of Korean cars and problems. Finally according to the analysis results, the optimized strategy of Korean car brand management and marketing...