Research On Brand Building Of DFSK Motor In Indonesia Market

With the general trend of economic globalization and multi-polarization of the world,China’s automobile industry has developed rapidly and foreign exchanges have become more frequent.In recent years,due to the current domestic market demand is becoming saturated,the market capacity growth has slowed down,and the global development of the country has become a major trend of China’s major auto companies.Reviewing the brand building situation of China’s auto products in overseas markets,the original single and partial product price competition strategy has gradually disappeared with the change of the core competitiveness of the global market;the overall systemic and high-level brand core competition has gradually become more and more Leading the market structure,brand building capabilities have become the key core competitiveness of auto companies.In the fierce competition in overseas markets,Chinese auto products have not yet got rid of the low-end impression of good quality and low price,and the recognition of Chinese auto companies’ brands overseas needs to be improved.Therefore,how to do well in overseas market brand building has become the top priority of China’s automobile brand “going out”.The traditional brand building theories are mainly about products and transactions,and pay more attention to how to attract consumers to buy products in the short term,which has the limitations of excessive attention to short-term transactions.With the development of brand building theory,the long-term relationship between corporate brands and consumers has been paid attention to.Keller(1955)proposed the Customer-Based Brand Equity(CBBE),from the perspective of consumers,focusing on the relationship between consumer psychology and brand,including brand identity,brand identity,brand reaction and brand relationship.Level,can analyze the problem of brand building and how to do it from the perspective of consumers,and have a guiding role in corporate brand building.Therefore,this paper selects the CBBE model as a tool,and takes the brand building of DFSK Indonesia market as an example to systematically analyze and study the brand building problem of Chinese auto companies in overseas markets.Firstly,based on the literature review of brand building related research,the thesis expounds and analyzes the consumer-based brand value model(CBBE),and combs the corresponding characteristics of automobile industry brand integration,brand planning and brand positioning,and proposes a CBBE based brand.The value model is the theoretical framework for automobile brand building.Secondly,the article introduces the development of DFSK enterprise and the development status of DFSK overseas market.Based on the CBBE model,through internal interviews and literature data survey,it analyzes the status quo of DFSK brand building in Indonesia and its existence compared with competitors.Advantages and disadvantages have clarified the key issues in the brand building of DFSK Indonesia market,and formed the ideas and countermeasures for brand building in response to these problems.Finally,the paper put forward the specific planning and implementation suggestions for the brand building of DFSK Indonesia market,and reported Initial construction results.This paper uses the CBBE model to conduct research on the brand building of DFSK Indonesia market.It has practical guiding significance for DFSK’s business operations in the Indonesian market,and has certain reference value for the brand building of similar enterprises in overseas markets.