Research On Marketing Strategy Of The Faw-Volkswagen TAYRON

With the steady growth of China's macro economy,China's auto industry has experienced rapid development.The passenger car market is one of the most prosperous markets in the automotive industry,and the SUV market,which has performed well in the passenger car market,has experienced a decade of gold.Mid-to high-end SUV models attract a large number of consumers.However,the inexorable trend of growth halted in 2018 and the decade-long SUV boom had come to an abrupt end,which was unexpected.There are many reasons for this,such as the increasing oil price,more rational consumption views of consumers and the weakened policy dividends.Large auto companies in the SUV market may face a reshuffle.FAW-Volkswagen TAYRON which was the first medium-sized SUV after T-Roc and was officially launched on October 22,2018 will establish a new benchmark for the brand of German high-end mid-size SUVs with a new design and driving experience.At the same time,TAYRON which is a core strategic model of the Volkswagen SUV family will drive other SUV products of FAW-Volkswagen to form a series of SUV family products and then open a new chapter in the era of FAW-Volkswagen SUV.While the SUV market as a whole has weakened,the joint venture model has held up well.In the face of this challenging market,major automobile brands are actively preparing for the battle,one after another introducing models of the same class or constantly updating their original models.If TAYRON wants to win a place in the Red Sea market,where competition is so fierce,will face great challenges.Therefore,accurate and timely marketing strategy for FAW-Volkswagen TAYRON is particularly important.This research takes FAW-Volkswagen TAYRON marketing strategy as the research object,and systematically studies the marketing strategy of TAYRON from the aspects of marketing environment analysis,STP marketing strategy and 4P marketing strategy based on the marketing theory.The marketing strategy of FAW-Volkswagen TAYRON was sorted out,and the corresponding marketing activities were proposed.This study aims to provide some suggestions for the marketing of FAW-Volkswagen TAYRON and FAW-Volkswagen follow-up SUV models,and to demonstrate the importance of marketing strategy for vehicle companies.At the same time,the in-depth study of the marketing strategy of TAYRON will help to increase TAYRON's sales volume and market share,attract more new customers for FAW-Volkswagen,stren gthen the brand loyalty of customers,and enhance the brand image and then quickly open up a niche market for SUVs and get a foothold.In addition,this study provides relevant reference for the marketing of SUV products of other vehicle companies.