Research On Marketing Strategy For Economic Brand Car Faw-volkswagen Co.Ltd.

After the USA economic crisis in 2008,China was successful in becoming the largest automobile production and sales country in the world,and China won the first position of annual automobile sales volume for 9 years continuously.China’s automobile consumption has been an outstanding market,and annual sales accounted for the proportion of global car sales also increased from less than 15% ten years ago to 27% for the time being,the annual compound growth rate is far ahead of the world average growth rate.In 2017,China’s car annual sales volume reached 28 million 880 thousand,exceeding the whole summary volume of United States,Japan and India those who takes the second to fourth position of the worldwide automobile sales volume in 2017.In spite of the rapid development of automobile industry in recent years,it is far from saturated,and there is still a lot of space for growth in the future.In recent years,the automobile industry entered the fierce competition period,the domestic brands has improved rapidly,and they continuously upgrade the products,achieve better brand premium and brand image,purposely compete with joint venture OEMs in the automobile premium market share;and joint venture OEMs have dived their production line to economic models,and compete with domestic brands for economical car market share.FAW-Volkswagen Automobile Company Ltd.(hereinafter referred to as: FAW-VW)wish to keep the mass production car brand leading position,and seize the low line city market demand which rapid rise,decided to create a new brand,the new brand will be focused on the economic car segment market,will launch more cheaper products with best attractive performance and attract more potential customers which from low line cities,thus compete with domestic automobile manufactures.In this paper,through literature research and data retrieval,analysis of the history and current situation of domestic and foreign automobile market developmentforecast,grasp the future development trend of domestic automobile,through PEST,SWOT and Potter five forces model analysis tools evaluate and research on FAW-VW brand economical cars’ internal and external environment,through the economical brand marketing strategy positioning STP tool,further put forward economical brand marketing strategy combination proposal.Through this research,we can draw the conclusion that the economical brand benchmark with core domestic competitors,improve product competitiveness through more competitive equipment definition,and in virtue of Volkswagen brand powerful image position and brand heritage,finally create a more competitive domestic brand which will be produced in joint Venture FAW-VW;New brand should take the advantage of the Volkswagen Group existing platform strategy,integrate the supply chain in order to benefit from the scale low cost effect,factory production line and production line with mixed mode,in order to achieve maximum efficiency of lean cost structure and utilization of resources,enhance cost competitiveness,launch the economical products,grasp the potential consumers from low line cities;From pricing strategy and marketing strategy,we shall focus on digital marketing,integrated marketing,new media marketing and other marketing method simultaneously,quickly and efficiently build economical products Brand marketing network.Through the establishment of economic brand,we will further consolidate the leading position of FAW Volkswagen market share,and also provide reference for other domestic automobile companies to build economic vehicles.