Research On Marketing Strategy Of Audi A8L Of FAW-VW

China’s economy has achieved remarkable development since its reform and opening-up, at the same time, its automobile industry has also experienced rapid development. This situation has attracted world’s major auto production giants to participate in China’s auto market competition. Especially in recent years, the major auto giants have come to China to launch their new products, joint venture companies have been constantly increasing their investment to build up new factories to reach their capacity expansion target, in order to gain more market share. Audi as a leader in luxury car market, its sales volume has been entrenching No. 1 in China’s luxury car market for many years. But from the luxury car price war starting at the beginning of 2014, Audi’s No.1 position was being shaken by Mercedes and BMW, its brand power in China has been challenged as never happened before.Audi A8 L as the flagship car model of Audi, it represents the dignity of Audi brand and has been given the responsibility of building up Audi brand. Therefore, Audi A8 L marketing strategy has become a very important strategic issue which should be considered seriously by Audi sales. This project will reveal the long historical development background of Audi through the introduction of its brand development and its development status in China’s market. The project will also point out the marketing issues of Audi A8 L in China’s market through the introduction of its product features and analysis of its marketing status, as well as weak dealer’s profitability under the fierce marketing competition, also including harder product promotion under current marketing situation… All of these restrict Audi A8 L sales volume increase in China’s market. This project will figure out Audi A8L’s advantages, disadvantages, opportunities and threats through the analysis of political and economic environment, and the analysis from 3 angles of micro environment: industry marketing, competitive products, consumer perspective. Eventually it will use STP strategy to analyze market segmentation of Audi, and which segment should be entered by Audi A8 L, including its product positioning. Through the analysis of several different strategic combinations, precisely select Audi A8 L product mix. First is the analysis of its product and price, and then is the revision of its sales channel and promotion strategies, to choose Audi A8 L marketing strategies combination, finalize the marketing strategies for Audi A8 L in China’s market.This project will create feasible marketing strategies and methods through the research and analysis of Audi A8L’s current marketing strategies in China’s marketing, thereby to increase its sales in China, to achieve the goal of Audi brand building, thus to ensure Audi’s competitive advantage in China’s market.