Research On The Development Strategy Of HQ Automobile Brand

Since the twenty-first century,China’s automobile industry has entered a stage of explosive development,with an average annual growth rate of production and sales of more than a million units.Since 2,009,the production and sales volume has ranked the first in the world,becoming a real automobile manufacturing power.With the rapid development of the automobile industry,how to achieve high-end brand has become the biggest problem faced by the automobile industry in China.Therefore,in 2008,China’s HQ brand decided to "restart".However,facing the increasingly mature market,the product H7 released in 2013 did not subdue consumers,which also made the HQ brand miss the good opportunity to re-enter the market.It was not until 2,018 that the HQ brand started to "restart".Since then,the HQ brand has truly entered the ranks of luxury brands and opened a new chapter.Nowadays,Today,the development of China’s automobile industry has become more and more perfect,but for China’s current social needs and national strategy,there is no mature world-class luxury brand is a great regret for the development of China’s automotive industry.As of September 2020,the German luxury brand "BBA" still occupies the top three luxury brand sales,sales accounted for 62.8 percent of luxury car brand sales,in today’s increasing brand loyalty,China’s auto brands urgently need to impact the high-end market,occupy market share.As one of the earliest luxury brands in China,the rise of HQ brand has guiding significance and leading role for other automobile brands in China to hit the high-end market.First of all,through combing the existing literature,this paper clarifies the relevant research status of domestic and foreign scholars on brand development strategy research and expounds it,combines the existing research theory to analyze the macro and micro environment of HQ brand,from the political environment,economic environment,social environment,technical environment,industry competitors,product substitutes,bargaining power,buyers and so on,the internal and external environment and industry environment of HQ brand.Bring the analysis content into SWOT analysis matrix and other analytical models for the preliminary strategic choice,on this basis,STP analysis and then formulate strategies and put forward corresponding safeguards:in the market has been preempted by other existing brands occupied,HQ brand should establish brand image by standing in the official car market,take this opportunity to rapidly expand their own market size,through the concentration of all efforts to deeply cultivate the automotive industry,to achieve "Chinese-style new noble exquisite" cultural dissemination.At the same time,HQ brand should be in the current stage of model planning should be targeted in the near future,with the help of national policies to drive brand development,take advantage of the east wind of the policy,to achieve the expansion of market size,complete the brand stage development goals,towards the overall goal of the brand.Through the above conclusions,the strategy is formulated,and the research on HQ brand development strategy is finally completed by organizing,technology,manpower and capital.Based on this starting point,this paper analyzes and studies the development strategy of HQ brand in recent years,finds out the problems of short-term vision and positioning errors of HQ brand in the past strategies,proposes a new development strategy of HQ brand based on environmental analysis,and proposes the guarantee for the implementation of the strategy.It is expected to provide some inspiration for the Red Flag brand to realize the strategic vision of "new noble brand",and other brands can learn from it.