The research on the auto dealers´ Dual Brand Strategy

By the adoption of the theory of the automobile industry value chain, the paper analyses the current situation and the tendency of China´s auto dealers to explain its content, function and implementation. Then the paper proposes that the sustainable and healthy development of the auto dealer should rely more heavily on the self-service establishment and marketing service to win the customers´ loyalty in the situation of more competitive auto market and more reasonable auto customers. The auto dealers should use the automobile brand efficiently and give priority to the auto dealer´s market service brands so as to operate and develop the two brands.