Research On Marketing Strategy Of FAW-VW Audi A3

The Audi A3is the world’s high-grade A-class car market pioneer, the globalcumulative sales of more than3million, no one can. As a high-end A-class car market,"leads the way" as early as1996Audi introduced the first A3three-door hatchbackversion of the model, and thus established its dominance in this market segment for16years. There is no doubt that the Audi A3is in addition to the Audi A4, the largestcontribution to global sales of Audi models, but in China, this market segment has notyet formed a sufficient scale needs. For Audi, it is the first important Chinese market.In order to the change of the high-end luxury car market, and to improve the domesticneeds of customers and expand, the Audi needs optimize and update the existingstrategic arrangement from several aspects. The expansion of product lines, occupythe high-end luxury brand in the domestic market segment blank will become animportant part of the strategy to update. Since then, the introduction of Audi A3andmarketing promotion become FAW-VW and Audi both shareholders and managementteam of one of the focus.Comprehensive analysis of the Audi brand in the Chinese market is facingeconomic, political as well as competitors and other external environment, come tothe Audi brand is experiencing a smooth transition of the Chinese economy, theaverage annual growth of7%growth is also growth in the automotive industry willput slow; luxury car brand is also an unprecedented challenge "new normal" politics,how to use the "new normal" of the domestic policy of strict management of theautomotive industry as a new product into the market segments of power gaps, and itwill be at least five years, the FAW-Volkswagen Audi should solve the problem; theyalso intensify competition in China, production layout, the Audi brand has long beenthe industry leader status is experiencing unprecedented challenges. Judging from theinternal environment, Audi’s brand image in line with Chinese consumer preferences,and have strong production guarantee system, which is beneficial for the Audi A3. In view of this, the Audi A3to win the competition in the future, we must look foropportunities from marketing strategy.Further analysis of the Audi A3market segments, target groups and targetmarkets, combined with internal and external environment currently faced by theAudi A3. The main problem for Audi A3is that A3is lack of honor, has narrowmarket segments, consumer’s acceptance of the price is low and dealer networklayout differences. Thus, this paper presents the Audi A3by using the marketing mixstrategies: Product strategy, Pricing strategy, Promotion strategy and Place strategy tosolve the dilemma. Set realistic sales targets and focus on user image of brandpublicity to ensure the effective implementation of the marketing strategy.