Research On The Marketing Strategy Of The FAW-VW Audi A6L

China,as the biggest auto market throughout the world,has always been the major battleground for auto brands.Faw-vw Audi is one of the earliest luxury auto joint venture brand entered Chinese market,with 29 years of history by 2017.Since 1988,the first Audi 100 went off the production line,Audi has completed more than 4 million vehicles sales in China so far.In 2014,the sales volume in China of Audi accounted for one third of its global sales volume.After years of rapid development,the Chinese auto market has become mature while the customer has become more rational.Confronting the fierce market competition,luxury brands tend to formulate specifically targeted strategy,expecting to seize market share.A6 L,as the first mass-produced car model in Chinese joint venture market,(known as Audi 100 in 1988)has been the market share leader for decades.It is the most well-known model type among luxury auto brands,which has significantly important strategic meaning for Faw-vw Audi.However,in 2015 the sales legend of A6 L were surpassed by BMW 5 series,strongly assaulted and challenged from competitors.How to rewrite the success story of A6 L in Chinese market has become the marketing priority that needs to be tackled.This thesis aimed at analyzing the macro environment through PEST analysis,employing SWOT analysis to find the opportunities and challenges for A6 L,figuring out the major sales pressure causes,and the current problems existing while finding the opportunities for next step.Systematically propose a set of targeted integrated marketing strategy,focus on the outstanding consumer experience with four different pillars of the measures,including product,price,marketing communication and dealer management.It is expected that through effective marketing strategy,we may tackle the marketing problems for A6 L,claim ideal market share,keep the leading position in Chinese market at the same time,meanwhile providing theoretical stand ground for the long-term marketing strategy for A6 L,and reference for brand building in the future under the great pressure from the fierce competition in the high-end auto market.