【中文摘要】 品牌战略是现代企业发展战略中最重要的内容之一,是一个企业能否获得快速发展并在市场中取得优势地位的重要因素。一汽集团是中国最大的汽车生产企业之一,是新中国汽车工业的摇篮,其“解放”、“红旗”等品牌具有悠久的历史,但是随着汽车市场的发展,一汽集团的自主品牌产品的市场竞争力和对集团公司的利润贡献度正呈现下降趋势,这已成为一汽集团提升企业实力的最亟待解决的问题。2008年以来的世界性的经济危机对全球汽车产业造成了巨大的影响,汽车产业格局发生了重大变化,同时,中国汽车市场却异常的迅速成长,到2009年10月,全国汽车产量已达1000万辆,这是中国汽车产业千载难逢的重大机遇,也为一汽集团推进自主品牌战略提供了历史机遇和外部条件。本文通过对一汽集团推进自主品牌战略的外部环境、内部条件已经SWOT分析,归纳、总结了一汽集团推进自主品牌战略的优势、劣势、机会和威胁,有针对性的制定了相应的自主品牌发展策略,并从自主品牌战略实施的几个方面,详细论述了一汽集团自主推进自主品牌战略过程中需要着手解决的问题。

【英文摘要】 The international automobile industry has been a heavy blow with the economic crisis of the world from the year of 2008.The automobile industry structure has been changed greatly. Meanwhile, China's domestic auto market began to emerge from the 2009 high-speed development of the situation in line with international trends in other major automotive markets, exactly the opposite. This peculiar pattern of the Chinese nation has been the rapid development of automobile industry and narrow the gap with the international advanced automobile enterprises the opportunity, and also the development of China's independent brand cars ushered in a favorable opportunity. China First Automobile Group Corporation is China's largest automobile company, is one of China's automobile industry pioneer also ushered in the independent brand strategy and vigorously promote a rare opportunity. Therefore, this paper select the FAW Group independent brand strategy of research as a thesis.In this paper, the first ...chapter, mainly from the theoretical definition of brand, connotation and denotation of brand for the importance of enterprise development. The same time, some of the core of the brand strategy of the issues discussed, the FAW Group, described the current situation, description of the problem background, and thus leads to FAW's independent brand strategies.The second chapter mainly FAW Group's existing products, brands and brand strategy for analysis. With the joint-venture auto brands inroads into the Chinese market, FAW Group, with the continuous deepening of the international automobile companies, joint ventures product to win a larger market share and profits, but the FAW Group's independent brand cars are facing an increasingly large market pressure, self-branded products and the market there are many problems to be solved. In this regard, FAW Group, proposed the "Two great changes in three years" in the near-term goal, which is striving to three years time, so that FAW has markedly improved the appearance of independent brand front, so that has markedly improved the competitiveness of their products independently.Chapter III of this article mainly on the major foreign and domestic enterprises to develop their independent brand car model and process were analyzed. The development of brands there are many models and approaches, and different times and the development of enterprises have their own characteristics. But its real problem is that only their own brands and stronger, and in order to enable enterprises and stronger, otherwise it will be difficult among the world's automotive industry leader. However, the independent brands of motor vehicles can not copy the development strategy, and must be rooted in the enterprise itself and in the external environment and internal conditions, to establish conditions consistent with the enterprise development strategy.Chapter IV of this article is analysis of FAW group’s independent brand strategy. First, the analysis of Chery's independent brand strategy development process and its characteristics, through the FAW contrast with Chery, FAW Group, summed up the actual situation must be based on their own needs its own independent brand strategy.Second, the FAW Group, respectively the external conditions for their own brand strategy and internal environment analysis, to find which characteristics. Again, according to the above analysis results, the FAW Group's independent brand strategy SWOT analysis, come to their independent brand strategy, FAW Group's strategy.Chapter V of this article is FAW Group's independent brand strategy in the implementation process of the specific strategies. First of all, to create and strengthen their independent brand of corporate culture, unified the staff thought, clear and strong FAW Group's independent brand of common goals and beliefs; Secondly, we must improve the system and the construction of independent brands, in this regard, we must separate from the personnel system, science and technology system, technology system, marketing system and other aspects of the sound so that FAW Group's independent brand strategy can be achieved; again, to establish a branding strategy to promote self-protection system in this regard, efforts must be established to promote the development of independent brands economic security system, security system management, technical security systems and personnel security system, as their independent brand strategy, FAW Group, to ensure the smooth conduct; Finally, the FAW Group, the independent brand strategy can not be divorced from the automotive industry has been at home and abroad for the future car market, scientific predictions, we must grasp the direction of industry and market development plan ahead in order to seize the opportunity, seize the opportunities, so that FAW Group is the industry leader. 

【中文关键词】 汽车产业; 自主品牌; 品牌战略
【英文关键词】 Automotive industry ; independent brand ; brand strategy