Research On Marketing Strategy Of FAW-volkswagen Golf PA

In recent years,under the stimulus of the goal of national comprehensive construction of well-off society,national economy maintains sustained,healthy and rapid development,common people especially the urban residents' income increase rapidly,the process of cars entering into the realm of residents' consumption is greatly accelerated,automobile industry has become one of the pillar industries of national economy.In the past six years,China's auto production and sales totaled more than 28 million vehicles,ranking the first in the world for eight consecutive years,with year-on-year growth of 14.5% and 13.7% respectively.In recent years,the SUV market has risen sharply,and the price of luxury cars has been lowered,coupled with the release of the two-child policy,the market of A hatchback has been continuously squeezed.In this context,FAW-Volkswagen has introduced the mid-range model of Golf 7,which is the main research object of this paper-the Golf PA model.Through the research on the marketing strategy of the Golf PA model,it can provide important guidance for achieving the sales target and realizing the enterprise strategy.With Golf PA model as the main research objective,through the literature analysis method,SWOT model and research study,I have firstly introduced the history and culture of Golf,suggesting the character and image of this model.And then I reviewed the marketing activities of Golf since its localization and identified the problems faced by current Golf.Next,I studied the current macro environment of the automobile market,the demand of the hatchback segment and the advantages and disadvantages of Golf core competitors.Through the above analysis and research,the main marketing problem of current Golf is declining image and segmentation.FAW-Volkswagen needs to improve the image of Golf and consolidate its benchmark position in the segment with the chance of Golf PA launch and complete the sales target of Golf and realize the corporate strategy through a reasonable marketing strategy combination,In the marketing strategy combination part of Golf PA model,I have mainly used the STP strategy and 4 P theory,through the STP strategy,it is concluded that the Golf PA target segment and market positioning with the target audience of Golf PA,and then lead to the product strategy,price strategy,channel strategy,promotion strategy and media marketing strategy of Golf PA model.