The Research Of Audi Dealer Management Based On Brand Strategy

According to the survey of Chinese auto industry ,domestic auto production and sale are up to 13.79 million and 13.64 million vehicles,the result indicates that China become the biggest world autos'production and sale country and the major automobile market. Many premium brand cars began to land on China from 2003. Under the market competition, Audi coming from the FAW-VW company made glorious achievements in our country in 2009, occupying our premium car market firmly. However, the influence of its brand is declining, which means that the occupancy rate of this market will down, only to establish a premium car brand can win the auto market in the future. Effectively increasing Audi brand influence, the implementation of the brand strategy is very essential."Make brand, make terminal"Audi dealer as the terminal of Audi brand is no doubt playing a very important role on promoting Audi brand strategy. This article is based on this background, through the research of Audi dealer, to find the problem of Audi dealer, and then to promote Audi brand strategy further from this angle.Under the guidance of this thought, the text is divided into five chapters. Chapter1 is prologue, mainly introduce the meaning of topic selection and the main frame structures; Chapter 2 is the related theory research, This article describes the content of brand and brand strategy, the function of brand strategy based on the comprehensive domestic and international studies, point out that the brand strategy plays a very important role in the company construction and the role of Audi dealers network in the carrying out Audi brand strategy; Chapter 3 is the analysis of the problems in Audi dealers management, This article describe the content of Audi brand strategy, The analysis of the problem in present dealer management provides a strong basis to improve and develop further promoted simply brand strategy;Chapter 4 is the improvement recommendations and tactic. Connecting with the first three chapters for brand, theory research of brand strategy and analysis of current dealer management, this chapter provides the improvement recommendations to enhance the distributor management level and ensure the effective implementation of the brand strategy. Chapter 5 is the conclusions and recommendations, make an imagination of Audi dealers'development in the future, and describe the research limitation because the author's limited academic knowledge.