The Way of Chery to Achieve the Most Successful Auto Brand in China
Tao, Yan (2010)
Tao, Yan
Savonia-ammattikorkeakoulu
2010
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2010121718635
https://urn.fi/URN:NBN:fi:amk-2010121718635
Tiivistelmä
The automobile market in China is in the state of growth. The development of new energy vehicles and the automobile industry is taking place in the forms of regrouping and restructuring. This offers Chery a great opportunity to develop and promote the brand.
As one of the most influential and famous auto brand, Chery Auto has achieved an extraordinary growth rate and has become the pride of Chinese national automobile industry. Nevertheless, there is still certain potential in product quality, service and business culture which develops the brand image further. In consequence, issues regarding to manufacturing, service and business culture are needed to improve and strengthening.
However, the brand advantage of Chery Auto is not protruding. Compared with international automotive corporations, Chery Auto is not dominant in brand recognition and brand core value. Furthermore, multi-brand strategy leads to dilution of major brands. There are many sub-brands under Chery; nevertheless, no sub-brand achieves big sales. None of Chery Auto’s four sub-brands, Chery, Rely, Karry or Riich, is dominant in the automobile market. Its position in market is not stable.
The purpose of this study is to find out appropriate branding strategies for national independent automobile manufacturer, Chery Auto. Consequently, information concerning strategic brand building and brand equity are required. Pivotal findings of this thesis are through both qualitative and quantitative studies. Qualitative references are entirely from official websites or governmental sources while quantitative data obtained from questionnaires. Based on the research and studies, proper branding strategies are found for Chery Auto.
As one of the most influential and famous auto brand, Chery Auto has achieved an extraordinary growth rate and has become the pride of Chinese national automobile industry. Nevertheless, there is still certain potential in product quality, service and business culture which develops the brand image further. In consequence, issues regarding to manufacturing, service and business culture are needed to improve and strengthening.
However, the brand advantage of Chery Auto is not protruding. Compared with international automotive corporations, Chery Auto is not dominant in brand recognition and brand core value. Furthermore, multi-brand strategy leads to dilution of major brands. There are many sub-brands under Chery; nevertheless, no sub-brand achieves big sales. None of Chery Auto’s four sub-brands, Chery, Rely, Karry or Riich, is dominant in the automobile market. Its position in market is not stable.
The purpose of this study is to find out appropriate branding strategies for national independent automobile manufacturer, Chery Auto. Consequently, information concerning strategic brand building and brand equity are required. Pivotal findings of this thesis are through both qualitative and quantitative studies. Qualitative references are entirely from official websites or governmental sources while quantitative data obtained from questionnaires. Based on the research and studies, proper branding strategies are found for Chery Auto.