Research On The High-End Branding Strategy Of BAIC Group’s ARCFOX

China,as a global automobile market power,ushered in the opportunity of "overtaking curves" belonging to Chinese automobile industry under the background of this new era of consumption upgrading.The sales volume of new energy vehicles is rising year by year,and the independent brands of new energy vehicles are gradually emerging in this wave.Nowadays,independent brands are creating new high-end automobile brands,but in the current environment,it is difficult for independent brands to establish the image of high-end brands in the minds of the public,and there are few relevant literatures on how to create new high-end brands.ARCFOX is the high-end new energy automobile brand newly created by BAIC Group,so the brand high-end strategy of ARCFOX is studied.In this paper,the brand high-end strategy of BAIC Group’s ARCFOX as the object,mainly using secondary data research,literature research,interview method.Search and consult BAIC Group and ARCFOX development status related information;Learn from the high-end literature of existing brands;In-depth interviews with automotive media experts,ARCFOX employees and ARCFOX users.Through three methods,it is found that the existing high-end brand strategy of BAIC Group’s ARCFOX has the following problems: First,the target customer positioning is fuzzy;Second,the parent brand image solidification;Third,user operation,user drive,user co-creation stay in the slogan stage;Fourth,the top management team is unstable;Fifth,the dual channel mode causes great differences in user experience;Sixth,the sales conversion effect of cross-border marketing is not good;Seventh,have not mastered the key core technology;Then,it gives some suggestions to improve the current strategy by means of research and analysis.Firstly,it puts forward that the brand positioning of ARCFOX should have more characteristic advantages and differentiation,establish clear target customer groups,and change the status quo of fuzzy positioning of ARCFOX automobile.Secondly,from the analysis of external factors,it is necessary to weaken the negative influence brought by the parent brand BAIC Group and improve the practical operation of user operation,user drive and user co-creation,so as to enhance the brand image of ARCFOX.Thirdly,from the analysis of internal factors,it is necessary to stabilize the senior management team and maintain the continuity of brand development ideas,promote the dual channel mode of unified service standards,and stabilize the future development process of ARCFOX Automobile.Finally,in terms of continuous promotion of cross-border marketing and ensuring the mastery of key core technologies,the strategy suggestions that can be implemented at the present stage of ARCFOX are introduced.At the same time,it puts forward the safeguard measures for the suggestions of improving the strategy: Firstly,ensuring the sustainability of the brand strategy,inject the Internet gene;Secondly,establishing recruitment standards for front-line employees and strengthening brand training for front-line employees;Thirdly,strengthening the supervision and management mechanism of the brand on the channel.It is hoped that the problems found in the high-end strategy of BAIC Group’s ARCFOX brand and suggestions on improving the high-end strategy of BAIC Group’s ARCFOX brand will play a certain role in the development prospect of the brand of Beiqi Ji-Fox,which will have a reference significance for other industries to create a new high-end brand,and also enrich the existing high-end literature of the brand.