Studies On The Marketing Strategy Optimization Of Volkswagen Brand Car Of Lanma Car Industry Group Co. Ltd.

The car industry has a significant pulling effect on the economy of a country or a region,it has always played an important role for the national economy.With the rapid development of China's car industry,The car industry has been applying new energy and technology continually,new cars are listed almost every day,according to this situation,the car sales industry is facing this great change.In 2017,the Ministry of Commerce issued a ?car sales management regulations?,while ?car brand sales management regulations? has been abolished.The new policy for the 4S shop operators is a real blow,it will no longer be the only channel for car sales,and car sells,car supermarkets,car online retailers and other new type of business will rise sharply.In this competitive environment,car dealers should take a new look at the current internal and external environments,only change the idea and seize the opportunity to meet the challenges will avoid possible risks.In the theoretical basis of marketing theory and so on,thi s thesis took the Lanma car industry group's Volkswagen brand car as an example,analyzed the present situation and pattern of the car industry sales,got the whole picture of the car industry development trend.Based on the analysis of the current situati on of marketing management of the Lanma car industry group,The basic situation and product type of the group are introduced,the external environment of the development of the group is analyzed from the aspects of politics,economy,culture and science an d technology,while the internal resources and capabilities of the Lanma car industry group are analyzed.It pointed out the existing marketing strategy problems and causes.In the mean time,selecting the Lanma car industry group's Volkswagen brand car,c onduct the marketing,market positioning and marketing strategy portfolio analysis for the Lanma car industry group to provide marketing ability optimization strategy and feasibility suggestions.The main purpose of this thesis is to analyze the problems a nd find out the shortcomings in the marketing management of the Lanma car industry group,and further put forward the specific marketing ability optimization strategy,so that in the new era and new background of the market competition,it can maintain the advantages,improve economic efficiency and achieve the sustainable development of operations eventually.