The Positioning Strategy of China Self-owned Car Brands in the Chinese Market

Abstract: The purpose of this thesis is to find a proper positioning strategy for China self-owned car brands in the Chinese market. For this purpose, the authors used the theory about brand positioning, target market and segmentation, brand image, differentiation and general positioning process. What’s more, the authors conducted a questionnaire research, studied the Geely acquisition case, and collected information from consumers’ perspectives to understand the current positioning situation of the Chinese automakers. In the methodology part, limitations of the quantitative and qualitative data are discussed, and the authors presented suggestions for further studies. After gathering empirical data, the authors analyzed the strengths and weaknesses of Chinese car, Geely and Volvo, introduced competitor’s performance to make clear the current situation of China self-owned car brands. From the analysis, the present brand image of Chinese car is low-price and bad-quality in the consumers’ mind. The authors tried to figure out a proper brand image for Chinese car to increase the market share in the domestic market. In conclusion, developing safe car of high quality and targeting the middle-class market is the optimal choice for current China self-owned car brands.