Study On Brand Strategy Of FAW Jiefang Automobile Co.LTD

Since the reform and opening up,China's economy has maintained rapid development,the road network has been gradually improved,and the urbanization process has been accelerated.With the implementation of a large number of national key engineering construction projects,China's commercial vehicles are developing rapidly under the economic trend and policy dividend,which also brings about brutal market competition.Compared with the international first-class commercial vehicle brand,Faw Jiefang automobile co.,ltd.has a weak brand influence.The future competition is between brands,and brand building has become an urgent task for the development of enterprises.This study provides a basis for the brand strategy formulation of Faw Jiefang automobile co.,ltd.and a reference theory for the brand development of commercial vehicles.In this paper,on the basis of the mainstream brand value evaluation model according to the characteristics of the commercial vehicle brand value factors,put forward the index factors affecting commercial vehicle enterprise brand value,integrated brand related theory knowledge,the company existing brand construction situation for Faw Jiefang system analysis,put forward four main problems,and from the macro environment,market competition environment,enterprise internal environment three sides facing the Faw Jiefang company brand made a comprehensive analysis of business environment,the mining problem solving the direction,put forward the brand positioning strategy,brand operation,brand recognition and brand communication strategy four specific strategies.And detailed implementation of brand strategy safeguards.From actual conditions,this paper,in order to solve the problem for enterprise actual objective orientation,on the theory of brand management,model and research methods,such as depth analysis of reasons of targeted put forward the strategies of the feasible measures and guarantee for advice,to brand construction practice to provide guidance for Faw Jiefang future reference and theoretical basis for reference.