在全球汽车产业格局深刻变革且新能源汽车蓬勃兴起的背景下，TP公司作为中国自主品牌领头羊，其品牌发展战略具有很重要的研究价值。TP品牌策略面临挑战，自主品牌建设存诸多问题待解决。在国内外汽车行业竞争激烈背景下，TP公司需结合现状调整品牌战略。品牌战略对企业意义重大，可以直接提升企业商品的竞争力，促进企业经营可持续发展。本文理论意义在于丰富汽车品牌战略理论体系，为学者研究其他行业提供参考，为国产自主品牌建设与发展提供理论支撑和指导策略。

本文以TP品牌为对象，深入探讨其品牌发展战略。开篇明确了研究背景与意义，梳理了国内外研究现状，并阐述了研究内容与方法。其次介绍了品牌的定义、品牌发展战略的相关理论及分析方法与工具，包括SWOT分析模型、PEST 分析模型和波特五力模型。随后通过回顾TP公司的发展历程，包括品牌创立起步、转型发展及国际化全球化阶段，分析了其品牌现状，从财务业绩和品牌布局方面展开论述，并基于调查问卷设计与分析，揭示了TP品牌发展存在的问题，涵盖品牌形象与定位、技术与创新、产品质量与品质管控以及营销与服务等方面。进而运用PEST分析和SWOT分析对TP品牌发展进行全面评估，包括政治、经济、社会和技术因素的影响，以及品牌的优势、劣势、机会和威胁。在此基础上制定了TP品牌战略，明确了战略愿景和目标，并基于SWOT分析结果提出具体的品牌战略举措，包括基于优势的营销应用、针对劣势的营销应对、把握机会的营销举措和应对威胁的营销防御，同时提出了品牌战略实施的保障措施，涉及技术研发、产品质量和市场营销等方面。最终完成对TP品牌发展战略的研究。对TP品牌近年发展战略进行分析，发现TP品牌存在的问题，基于调查与环境分析，提出具体措施与保障。期望能为其他品牌提供研究价值。

In the context of profound changes in the global automotive industry landscape and the vigorous emergence of new energy vehicles, TP company, as the leader of Chinese independent brands, holds significant research value for its brand development strategy. TP's brand strategy is confronted with challenges, and there are numerous issues in the construction of independent brands that await resolution. Amidst the intense competition in the domestic and foreign automotive industries, TP company needs to adjust its brand strategy in accordance with the current situation. Brand strategy is of profound significance to enterprises as it can directly enhance the competitiveness of enterprise products and promote the sustainable development of enterprise operations. The theoretical significance of this paper lies in enriching the theoretical system of automotive brand strategy, providing references for scholars to study other industries, and offering theoretical support and guidance strategies for the construction and development of domestic independent brands.

This paper takes the TP brand as the object and conducts an in-depth exploration of its brand development strategy. At the outset, the research background and significance are clearly defined. The research status at home and abroad is sorted out, and the research content and methods are expounded. Secondly, it introduces the definition of brand, relevant theories of brand development strategy, and analysis methods and tools, including the SWOT analysis model, PEST analysis model, and Porter's five forces model. Subsequently, by reviewing the development process of TP company, which encompasses the stages of brand establishment and initiation, transformation and development, and internationalization and globalization, its brand status is analyzed. The discussion is centered on financial performance and brand layout. Based on the questionnaire design and analysis, the problems existing in the development of TP brand are revealed, covering aspects such as brand image and positioning, technology and innovation, product quality and quality control, as well as marketing and service. Then, PEST analysis and SWOT analysis are employed to conduct a comprehensive assessment of the development of TP brand. This includes the influences of political, economic, social, and technological factors, as well as the brand's strengths, weaknesses, opportunities, and threats. On this basis, the TP brand strategy is formulated. The strategic vision and goals are defined, and specific brand strategic measures are proposed based on the results of SWOT analysis. These measures include marketing applications based on advantages, marketing responses to disadvantages, marketing measures to seize opportunities, and marketing defenses to address threats. Simultaneously, safeguard measures for the implementation of brand strategy are put forward, involving aspects such as technology research and development, product quality, and marketing. Finally, the research on the TP brand development strategy is completed. This paper analyzes the development strategy of TP brand in recent years, discovers the existing problems of TP brand, and proposes specific measures and safeguards based on investigation and environmental analysis. It is expected to provide research value for other brands.

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