The Research On Chery Automobile Co.，Ltd. For International Market Brand Improvement Approach

With intensified market competition of Chinese automobile industry,more car-makers change its strategy from product-oriented to market-oriented.Among such strategic adjustement,the position of brand strategy become more and more important.How to establish and improve the brand,expand entreprises and products brand awareness,preference and loyalty,is becoming the top strategy of car-makers.At the same time,Chinese brand automobile enterprises,represented by Chery Automobile,start to explore the overseas market.However,with more Chinese auto-makers join the market competition,and mainstream auto brands in the world,including European/North American/Japanese/Korea brand have also gradually increased their investment in overseas markets,competition is gradually escalating.Chery and other Chinese automobile enterprises,how to build brands in overseas markets is becoming increasingly important.This thesis first introduces the relevant theory of brand,and analyze Chinese auto market and overseas export market,points out the importance of brand building in Chinese and overseas market,and brand improvement ideas and analysis on the basis of brand funnel,4P theory and relavant brand theory research.Then,analyze the main competitor of Chery overseas market,South Korea Hyundai Motor how to internationalize and promote the brand,and summarized the reference significance for Chery automobile.This paper summarizes the process of Chery’s development in China,the problems encountered,and the transition to a consumer-oriented.Based on the above analysis,how to undertake brand positioning of Chery headquarters in the overseas market,and deduce brand positioning in different overseas market,according to the brand funnel,4P and relevant brand theory research,analyze the approaches of brand improvement;and then further elaborate the approaches on Iran and Chile market which is two Chery overseas typical market,clarify how these two countries localize brand building and improvement work,and summarizes the differences in Iran and Chile market.Finally,according to the above analysis,summed up Chery brand improvement experience and shortcomings in overseas market,and put forward the suggestions on Chery brand building in next step,improve the ideas and methods of Chery brand construction,to improve Chery brand awareness,preference and loyalty and market competitiveness.