Automobile Marketing Under The Economic New Normal

Before 2015, a vast majority of people did not understand the special meaning of the phrase “New Normal”. And after a whole year of 2015, “New Normal” has been a popular phrase known everywhere. The “new normal” of China’s economy has brought opportunities and challenges to developments of all walks of life. With some analyses, it is easy to discover that automobile industry in China has also presented a trend of the “new normal” in development. With a rapid growth of auto market base,passenger vehicle has enjoyed a popularization at a late stage, which makes the slow growth of auto market the “new normal”. It has been on the mind of people from automobile industry that how to seize the “new normal” and that how to, in limited growth, solve the Matthew effect, which is the situation that the strong of joint-stock brands get stronger while the weak get weaker. To meet the changing needs of the market, especially those of the construction of auto marketing system, large auto enterprises are adjusting their strategies to adapt to the “new normal” of market developments.Marketing system is an essential part of the large auto enterprises. Capacity building and long-term planning of marketing system are of crucial importance for auto enterprises to become stronger. China FAW Group Corporation is a large state-owned auto manufacturing enterprise under the central government and affiliated to the ministry. It consists of many passenger vehicle brands, including Red Flags,Besturn, Xenia, Junpai, Volkswagen jointly ventured by FAW and Volkswagen, Audi and Faw Toyota. For every China FAW brand and joint ventures, it has become an actual issue to be commonly concerned and mainly explored in 2015 that what kind of new auto marketing system should be build to meet the needs of the “new normal”of market development. While attaching great importance to development, we cannot deny the existences of problems. FAW group ranked the first in auto sales in China in2005, and dropped to be the third in 2015. The market share has declined in recent years, and FAW’s marketing problems during the ten years cannot be neglected. It is the most crucial in the passage to analyze the marketing problems and put forward reasonable suggestions.