Abstract
Marketing is an important way for modern enterprises to participate in market competition and compete for market share. In recent years, with the rapid growth of the purchasing power of the Chinese people and the rapid rise of a large number of independent brands, the marketing situation of self-owned brand cars has become more and more serious. This paper studies the shortcomings of the marketing of China’s independent brand enterprises and gives targeted marketing strategies to optimize the marketing competitiveness and marketing ability of independent brands. It is worthy of reference for independent auto-companies.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Wang T (2017) Analysis of factors affecting Chinese enterprises’ independent brand decisions. China Soft Sci 10:141–146
Zhang P (2019) “One Belt, One Road” opportunity for China’s independent brand automobile exports rural economy and technology 4
Li H (2019) Research on the combination strategy of China’s independent brand automobile industry upgrade science and technology plaza 2
Wang H (2018) Discussion on marketing strategy of China’s own brand automobile market. China Mark 6(17):134–135+137
Zhang M, Zheng R (2019) Research on marketing opportunity and development strategy of China’s independent brand automobiles. China Bus Theory 08
Sun Y, Li C (2017) Research on marketing strategy of autonomous brand car in China. Intelligence 7:239
Lu Y (2017) Analysis on marketing strategy of autonomous brand and joint venture brand in Chinese automobile market. Shopp Mall Modernization 1:61–62
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2020 Springer Nature Singapore Pte Ltd.
About this paper
Cite this paper
Yang, F. (2020). Analysis on Marketing Strategy of China’s Independent Brand Automobile Market. In: Wang, TS., Ip, A., Tavana, M., Jain, V. (eds) Recent Trends in Decision Science and Management. Advances in Intelligent Systems and Computing, vol 1142. Springer, Singapore. https://doi.org/10.1007/978-981-15-3588-8_17
Download citation
DOI: https://doi.org/10.1007/978-981-15-3588-8_17
Published:
Publisher Name: Springer, Singapore
Print ISBN: 978-981-15-3587-1
Online ISBN: 978-981-15-3588-8
eBook Packages: Intelligent Technologies and RoboticsIntelligent Technologies and Robotics (R0)