The Research Of Shangqi Volkswagen Marketing Strategy

With the continuous growth of Chinese economy,the automobile market has developed rapidly under the impetus of the overall economy.From the beginning of 1980 s,started with the first joint-venture plant between Shanghai Automotive Industry Corporation and Volkswagen,the Chinese automobile industry has moved to a new era.The development of Chinese automobile industry has gone through several stages.The automobile market has been transformed from the planned economy to the market economy,and then transformed from the general market economy into a full-competition era.Under the innovation and development of automobile industry,automotive technology has been progressed,the manufacturing costs has been significantly optimized,after service of automobile has became more mature,the car therefore changes from luxury to general consumer goods into the thousands of households.In the past ten years,Chinese automobile industry has ushered in the gold age of development,and many automobile joint ventures have entered the market,which has raised the industry’s standard in some extent.The self-owned brands also refuse to admit being inferior,they use the policy advantage to strengthen independent innovation,and participate in the market competition,jointly compete for the huge domestic passenger car market with great potential.In the domestic automobile enterprises,through decades of deep ploughing and careful management,Shanghai Volkswagen quickly becomes a leading enterprise in the domestic automobile industry because of its scientific marketing strategy,brand building,rich product layout,and excellent service concept in the market.The overall production and sales volume and the production and sales volume of single-car of Shanghai Volkswagen have made wonders for Chinese automobile industry.This paper studies the marketing strategy of Shanghai Volkswagen,takes classic marketing theory as reference,uses tools such as PEST analysis,SWOT analysis,analyzes Shanghai Volkswagen’s marketing behavior from different dimensions,and finds out the advantage of Shanghai Volkswagen in the industrial competition.As an excellent automobile joint venture,Shanghai Volkswagen continuously builds a technology-driven car product with the advantage of foreign capital resources and enriches the car segment market by its rich product line.Shanghai Volkswagen focuses on the customer,deeply cultivates the domestic market,establishes the marketing channel which is more closer to the market and consumers.In terms of marketing strategy,it innovates,builds brand and promotes the service marketing strategy at the same time,its excellent service is recognized by the market and consumers.Looking at the competitive automobile market today,under the background of homogeneity of products and single sales model,formulation and implementation of marketing strategy plays a vital role in every automobile enterprise.The commodity property of the automobile has not changed,but the diversified demand of market has given more economic and cultural connotation to automobile.How to improve products’ competitiveness and market performance through marketing means is researched and explored by domestic automobile enterprises.This paper’s analysis and research results of marketing strategy of Shanghai Volkswagen could give reference to the automobile enterprises,especially the enterprises of self-owned brand.