Study On Marketing Strategy For FAW-VW Audi Refined Recommendation Used Car

In recent years, the domestic auto market has entered a fierce competition stage,each car manufacturers are struggling to find new development strategies, and at thesame time as the new car market, used car market and market segments extendingvigorously developed. In this case, carry out the brand used car business in theproposed car brands expand the market, a necessary requirement to seek profit growthpoint. In2014, in some cities, annual sales of new cars has reached more than1:1,while the foreign car sales in mature markets than the old car has reached a1:2ormore like China’s auto market is becoming increasingly mature, there is a huge spacefor development.This paper analyzes the domestic automobile market and second-hand carmarket in recent years contrast, explore a development road suitable for Audi usedcars recommended products. Analysis of the current domestic situation and expectedfuture used car development trends; elaborate strategic brand used car market;proposed development means Audi used car market products. Relying on the theorygives us in the development of the used car marketing programs and methods, andthere is a pattern, increasing the probability of a used car brand effective marketingand brand building success. There are certain risks of second-hand car business itself.First, customers do not understand the used car business. If there is a problem tomarket analysis and positioning, the used car business will fundamentally impact.Affect the development of the business. Chinese profits will be higher than the usedcar new car profits, its main source of difference between the acquisition and sellingsecond-hand car, followed by the second generation of profits resultingproduct-related services, including evaluation and certification services. Audi usedcar need to develop products recommended in marketing innovation and enterprise, optimize network marketing model, differentiated marketing campaign to build thecore competitiveness of the used car brand. Honesty and convenient for consumers tocreate consumer environment, strengthen the dealer’s staff capacity building andbusiness process management. Thereby contributing to the overall development of theused car market continues to improve.Currently in the used car market, driven by the rapid development of the new carmarket growth significantly, which requires used car brand managers need to have ahigh level of management and marketing skills. But most domestic operators can’tmeet the demand for such development under the new car was still profitable in somecities, dealer or investment fails to timely attention and financial derivatives used carbusiness, which resulted in a second-hand car dealers business development pathbending deformity. Investment dealers and general manager must have this riskawareness by domestic brands of used cars in the network development, and overallservice system there is a strong advantage, this time, the entire business processesthrough the use of the brand certification in order to improve credit ensure andprovide quality assurance and other aspects of the used car strengthen serviceadvantages, to enhance the competitiveness of the brand. Brand used car must changephilosophy, expanding business ideas. Increase in used car service content andservices, and the pursuit of high-quality services. While further increasing used carinformation network construction, and as for the advantage of better service toconsumers in order to ultimately win the favor of the market.This paper studies the development and present situation of the used car market,and discusses some of the problems existing in the current used car market and itscauses, this article from the macro environment, marketing theory, SWOT analysis,market positioning and the core values of used cars several aspects of the used carmarketing strategies and internet marketing, the used car market, such as analysis ofthe implementation of activities recommended products used car Audi brand building and effective communication, roads, Audi used car products recommended guidelinesfor a way forward, to become China’s most successful premium used car brand...