Empirical Analysis and Countermeasure Research of Development Strategy of Independent Brands of Chinese Family Car

In recent years, the independent brands of Chinese car industry have sprung up. Some not well-known companies now has taken up the banner of national brands, such as CHERY, GEELY, BYD. Brand is guarantee of performance, quality and service, and it is based on the market. At present, there are nearly 200 well-known trademarks across the country. However, trademarks of automobile accounts for only 12 percents. Based on the positive analysis of development strategy in Chinese independent brand of automotive industry, combined with the management theory of business strategy, this paper aims at revealing the development process of Chinese family car industry, and proposing strategies and measures for nurturing and developing our own brands, in order to improve the core competency of the domestic automobile enterprises and promote the development of the industry.