The Analysis On Marketing Strategy Of Shanghai Volkswagen Skoda Company In Shenyang Area

Recently, China’s auto sales industry has come into the stage of explosive growth.Nowadays, China has become the world’s largest car producer and No.1new car consumermarket. With the development of automobile sales and service industry, the marketingstrategy has become a key factor for the success of those automobile sales companies.Faced with increasingly fierce competition, the automobile sales companies have todevelop the suitable marketing strategies for their own development in order to gain a firmfoothold in the automotive market. There are two Shanghai Volkswagen Skoda “4S” carstrade service companies in Shenyang. Both of them have a great deal of experience in sales,service as well as the operation and management. However, there are some disadvantageson sales as well. How to make full use of the advantages, overcome the disadvantages andimprove the sales has become a major concern to both of the enterprises.The paper consists of six chapters. The first chapter is a brief introduction of the paper,which includes the research background, the significance of the topic, the concrete researchmethods as well as the innovations. The second chapter is a brief introduction of Skodaauto, Shanghai Volkswagen Skoda Company and its product line. The third chapter is theanalysis of the marketing situation of Shanghai Volkswagen Skoda Company, whichincludes the macro-environment analysis, the micro-environment analysis as well as theindustrial environment analysis. The forth chapter is the summary of the existing problemsof Shanghai Volkswagen Skoda Company and the analysis of the roots of them. The fifthchapter is the concrete solutions to the marketing problems of Shanghai VolkswagenSkoda Company. The last chapter is the conclusion of the research and its future trends.The paper makes an SWOT analysis on Shanghai Volkswagen Skoda Company. Thenthe paper combines4V Theory, classical marketing theory, with the analysis results, andthen puts forward the concrete marketing strategies which are suitable to the developmentsof the two “4S” cars trade service enterprises in Shenyang. The marketing strategies, which are based on4V Theory and are combined with the marketing environment of Shenyang,can boost the competitiveness of the two enterprises and increase their sales.