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Research on Brand Strategy of China’s Self-owned Brand Car in Mid-level Sedan Market

Author: ZuoMingZheng
Tutor: WangZuo
School: Tianjin University
Course: Business management
Keywords: Self-owned Brand Mid-level Sedan Market Brand Strategy Besturn
CLC: F426.471
Type: Master's thesis
Year: 2010
Downloads: 188
Quote: 0
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Abstract


Automotive industry has always been paid attention by each country as the country’s pillar industry. China automobile industry has been developing rapidly for almost twenty years, and formed an independent system of R&D and manufacture finally. Now,our own brand in the domestic car market has the chance of overall rising.Chery and Sharade,etc, matured in the market of mini-car;Brilliance Junjie is the representative of the market of economical household car market;Besturn plays a n impoint role in the official and business car market .With the development of our own brand ,the corporation keep their eyes on the middle-level car market,and introduce new models to improve market share.Besturn is the first luxury level car of high start point, high quality and high performance among our own brands, and it has long been receiving people’s attention from the beginning of R&D. We believe that the listing of the new generation business car integrating with the three capabilities of security, operation and comfort is going to provide more and better choices for the domestic customers. At the same time, it can also make the luxury level car market have more changes.Therefore, this paper analyzed in detail the brand strategy of Besturn in domestic market. Its purpose is to recognize the advantages and disadvantages of our own brands in market competition by studying the brand strategy of Besturn. On this basis, we propose the countermeasure for the development of our own brand cars.The article is based on the brand management theories and the professional characteristics brand development of Besturn against the background of environmental analysis about Mid-level Sedan Market in China, this paper mainly from brand position, brand marketing, brand maintenance to do the research in brand management of Besturn, in order to sum up the experiences and offer the reference for other companies in Automotive industry.

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