The Research Of The Marketing Strategy Audi Sedan In China

With the development of China Economic and the rising of people's living level, the Chinese people's consuming ability is rising greatly. After China joined WTO in 2001, the automobile market of China is opening gradually, this year the volume scale of China automobile market is over 10 million, formally jump into the biggest automobile market in the world. The premium sedan segment increased greatly and appears strongly development potential. As the earliest premium brand coming into China, Audi is always the leader in China premium car market. After 20 years carefully cultivation, the Car Park of Audi has been over 600,000, the market share of premium segment has been over 40%,.Audi is leading the development of China premium sedan market with absolutely advantage. China market has been the biggest abroad market of Audi, in the near future; China market will take place Germany market to be the biggest market of Audi in the world.Till now, Audi brand experienced 100 years'development, holding the brand concept of"Vorsprung durch Technik ( German )", Audi is developing strongly and the brand image and profit is rising continuously.Whereas the fast developing and greatly potential character of china premium sedan market, Audi has deferent outside circumstance with other markets. In the aspect of outside circumstance, the author analyzes the policy factors, economic factors, technology factors and competition factors which Audi is facing. As to the inner circumstance, the author emphasizes the Audi localization, brand culture operation, product focus, technology innovation and the statement of organization and marketing channel and so on. Through above analysis, we have more clear cognition in the inner and outside circumstance, and create a foundation to the after marketing strategy building.The author analyzes the inner strength and weakness, outside threat and opportunity with SWOT analysis method deeply.The strength of Audi is that the market sales performance is good, the localization rate of the products is high, the brand awareness and appetency are high, and Audi has the only mature production factory in China, all these factors have built a very solid foundation.As to the weaknesses: the layout and penetrate of dealers'net should be perfected, the custom information system should be strengthen, CRM should be perfect, same of the function setting should be adjusted; automobile finance; second hand sedans is not so good compared with the competitors, HR management is not perfect, the culture of teamwork also need to be strengthened.Audi is also facing to opportunity and thread. China has the policy which is trying to limit the big engine cars, the competitors such as Mercedes Benz and BMW are competing offensively in China, all these factors are great thread to the development of Audi in China. Meanwhile, the author also analyzes the opportunity of Audi in China market: For example, the Chinese per capita disposable income is increasing continuously, the potential consuming group is expanding gradually, Chinese customers are holding a high acceptance and friendliness to the Audi brand, the level of awareness of the automobile value is becoming higher and higher.Combining the circumstance analysis and SWOT analysis, the text studies the marketing strategy of Audi brand and refers some advices to it.1.Audi should continue the product introduction strategy which is orienting the customers'demands, and introduces the expected products into China.2.In product positioning, Audi should consider comprehensively, cut new segment, try to reduce the replacement relations between the car type in the whole brand. 3. The life cycle strategy: Optimizing the products continuously, through face lift and optimize the configuration to keep the products'competency.As to the brand strategy. Audi should rise its brand image, shorten the distance in prestige and brand preference, rise the brand value.The promotion strategy is vital in the marketing strategy, Audi should pay attention on the following points:Advertisement strategy: Keep on strengthening communication with all kinds of medias, especially the new media such as internet media, build up CRM system, fulfill accurate marketing.Public relation strategy: using all kinds of spreading methods, lead the public recognize the successful and leading status in premium segment of Audi finally. Sales promotion strategy: using all kinds of promotion methods from the dealers and the OEM to improve the relationship between the brand and customers.To the premium brand, a good price strategy is important to the brand image and the sales volume, a good price strategy can not only win more customers, but also increase the brand image gradually.Price positioning strategy:Aiming at the different requirement of the customers, Audi should take classification positioning strategy, forming integrated and competitive price system. Discount strategy: Try not to discount directly, avoid the bad affection to the brand image.Service strategy: Through the perfection of sales service network, combining the"Top service"action-a new future globalization service strategy to rise the service quality, strengthening the care of the customers to rise the satisfaction and loyalty.I hope the opinion and suggestion mentioned in the thesis can contribute some help to Audi brand in the plan of China market strategy, hope Audi can solid and expend the leading status in China premium sedan segment, rise the brand image, and finally become the first position brand of the premium sedan segment.