Research On Interactive Marketing Strategy Of Audi A8-PA Project Of FAW—Volkswagen

With the advent of Web2.0, interactive marketing is increasingly become the enterprise in the marketing activities of the important marketing tools, attracting wide attention of academia and practice. Keller is referred to as to establish a strong brand of one of the eight key measures. Interactive marketing refers to in the process of network marketing, emphasize every interaction with our clients, and interact through this biggest capture customer communication marketing model. The Audi A8- PA Faw Volkswagen Audi is new in 2014 based on the urban high-end elite top business models. In order to promote the Audi A8- PA model in the Chinese market marketing activities carried out smoothly, ensure that the Audi A8- PA models to create a good sales performance, in the conventional marketing activities, by means of interactive marketing, strengthen the Audi A8- PA model participation of existing customers and potential customers, deepen the cognition to the brand and loyalty, its in the process of traditional marketing is unable to solve the problem of marketing.As research subject, this study use learned interactive marketing management theory, combining with their own work in the field of interactive marketing practice accumulation, Faw-vw Audi A8- PA products for the pie type analysis, five analysis and SWOT analysis, through analysis, found the Audi A8- PA product localization development advantage, has the high brand power, high technology content products advantages, at the same time made clear its rival BMW 7-series and Mercedes s-class. And full of power industry competition compared to Faw-vw Audi A8- PA interactive marketing activities to carry out the competition brought about by the various problems. Through the strengths, weaknesses, opportunities and threats of comb, clear itself in the process of marketing should be achieve.Based on the analysis of the Audi A8- PA car, at first, this paper puts forward the corresponding the STP strategy, clear Faw-vw Audi A8- PA product market segmentation, target market selection, and market positioning, namely "exalted and comfortability" the combination of high-end luxury car market. And around the market positioning, marketing 4 s analysis theory put forward the corresponding marketing strategy, namely in the sales process to provide the whole process of customer satisfaction strategy; In the process of customer service, to provide customer centered service strategy affection; In the daily maintenance, to provide timely and accurate quick response of customer service strategy; Finally in the whole to provide nuanced customer sincerity service strategy. In order to ensure the implementation of the above strategy would be able to, especially put forward the corresponding safeguard measures, namely, to establish specialized marketing team, the incentive and performance evaluation mechanism of the process, as well as for interactive marketing platform construction and so on.This study comes from their own working hours, for Faw Volkswagen Audi A8- PA product interactive marketing campaigns has very important significance, also for other similar products promotion has certain reference value to the interactive marketing activities.