A Study on Western Companies in the Chinese Automotive Market in Relation to Branding
Authors
Fensholt, Benjamin ; Viso, Seid
Term
4. term
Publication year
2017
Submitted on
2017-08-09
Pages
88
Abstract
This thesis examines how Western automotive companies can build successful brands in China, focusing on market segmentation, branding strategies, and cultural adaptation. The study synthesizes prior research through a literature review, defines key concepts, and develops a theoretical framework that is discussed in light of China’s market evolution and a case of Volkswagen Group China. The analysis highlights the expansion of China’s middle class and identifies upper-middle-class consumers as the most promising segment, with rising opportunities in tier-3 and tier-4 cities. It underscores the need to align brand positioning with local cultural expectations. Based on the literature and case discussion, the study recommends implementing a combined corporate and product brand strategy as the best fit for the Chinese automotive market. The work offers practical guidance for Western firms and is primarily conceptual, grounded in secondary sources.
Dette speciale undersøger, hvordan vestlige bilproducenter kan opbygge succesfulde brands i Kina med fokus på segmentering, brandingstrategier og kulturel tilpasning. Gennem et litteraturreview, definition af nøglebegreber og en teoretisk ramme, som diskuteres i forhold til Kinas markedsudvikling samt en case om Volkswagen Group China, sammenfatter studiet eksisterende indsigter. Analysen fremhæver væksten i den kinesiske middelklasse og identificerer den øvre middelklasse som det mest lovende segment, samtidig med at mulighederne i tier 3- og tier 4-byer er tiltagende. Den understreger behovet for at tilpasse brandpositionering til lokale kulturelle forventninger. På baggrund af litteraturen og casedrøftelsen anbefales en kombineret virksomheds- og produktbrandstrategi som den bedst egnede tilgang på det kinesiske bilmarked. Arbejdet giver praktiske pejlemærker for vestlige virksomheder og er overvejende konceptuelt og baseret på sekundære kilder.
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