Research On The Development Strategy Of SAIC Motor’s Own Brand

Economic globalization has given rise to the great prosperity of the Chinese automotive market. In recent years, the world’s automobile multinationals poured in Chinese market in various forms heavily, causing China’s auto industry’s unprecedented rapid development. At the same time, our local enterprises with own brand are beginning to "act collectively". The main representative of state-owned automobile groups, including Faw, Saic and Dongfeng,are joining in the camp of own brand, following the national automobile companies’ announcement of own brand, such as Chery and Geely. Although in recent years, our local own brands have developed rapidly, our local own brand are more nicknamed as "low-quality" 、 "cheap", because of its serious problems,such as late start,lack of independent innovation and homogeneity. Especially in recent years, a series of phenomenon such as the slowdown in economy, the rapid upgrade of consumer demand,the bull stock market, the joint venture brands’ squeezing on price repeatedly, the challenge of modern electricity, the increase of cities that implement limited purchasing order, all of these are rubbing salt into own brand’s wounds, which have already been marginalized before. How should China’s own brands break through the dilemma, realize a real sense of encirclement, truly achieve the change from "auto power" to "auto power" is a priority under such circumstances.This paper is built on the basic theory of strategic management and marketing, based on historical data, analyzes and researches roundly on the development process and the present situation of China’s automobile industry.The paper compares different auto development models in the domestic and overseas, adopts the method of factor analysis and DEA model to evaluate the development of domestic own brand automobile enterprises.The paper takes SAIC as an example, conducts a comprehensive market survey,using the methods of individual interview, expert consultation, the questionnaire investigation, and so on. This paper adopts “PEST model”, “SWOT analysis”, Michael porter’s “How Competitive Forces Shape Strategy”, etc. It has analyzed and researched systematically on the present situation, the macro and micro environment of SAIC’s ownbrand from two aspects of quantitative and qualitative. It reveals the opportunities and challenges of SAIC’s own brand, uses SPSS for statistical analysis on the result of market research, summarizes the bottleneck in the development of SAIC’s own brand and puts forward suggestions on the future development. At the same time, it also provides reference for the development of other own brands in China.