Case Study On E-commerce Development Of FAW-VW

Mercedes-benz Smart launched in Taobao first in Sep.2010,started the history of auto internet sales,Jili flagship shop in Tianmo opened,became the first auto enterprise to get in Tianmao,Yiche reached the sales of 12.56 billion RMB,Autohome reached the sales of 8.8 billion RMB in 2015 “double 11”.Audi and VW brand of FAW-VW built interactive department both,in charge of interactive business,including the operation of Weibo and Wechat,and online sales etc.The coming of E-commerce make every enterprise to think about marketing mode,and direction in future.The paper take looks of worldwide auto E-commerce situation and China auto market E-commerce development environment,to discuss the strategy of FAW-VW's Audi and VW brand E-commerce development.Because of the different of brand positioning,the two brand of FAW-VW has different strategy in channel choose and display of production,but they make some work by each brand's own feature.They keep on the step of time,make steady development.Then find restrictive factors by investigating customer habit and development strategy of FAW-VW,as customer haven't get the habit of buying cars online;lack of technology and experience;lack of professional talent.According to the factors above,present the proposal like: to enhance communication with customer by using new media,use new technology to make the experience better,strengthen the professional team,expand E-commerce business direction.The main plant focus on marketing online and expanding new business,and distributors focus on providing excellent service offline,main plant and distributors cooperate to get more customers and profits.Hope to give some reference resources to FAW-VW and auto industry through the discussion of the cases and proposal of E-commerce development.