Research On Marketing Strategy For Audi New Generation A8L FAW-VW

In 2018,the retail growth rate of China's car market has dropped significantly compared with the previous period,with a year-on-year growth rate of only-6%,while the luxury car market has a year-on-year growth rate of 8%,forming a unique growth feature of luxury cars..The new generation of Audi A8 L is listed in the 18 th year.It is Audi's top flagship model.Whether the Audi brand can maintain the brand's honor and luxury in a fiercely competitive environment,can achieve customer life cycle management,and become the key to the success of this model and enterprise.factor.This paper aims at Audi's new generation of A8 L,using literature analysis method to understand the current research status,reading a large number of documents,combined with the current status of the current research in the literature,and based on the analysis results,combined with STP strategy and 4P theory,developed a follow-up Research programs and methods.At the same time,the current macro environment,economic environment,industrial policy,micro-environment,industry development,competing status,etc.have been carefully analyzed.At the same time,using SWOT analysis method,the product and brand advantages and disadvantages are analyzed,and the external environment and the product itself are judged,and the advantages and disadvantages,opportunities and risks of the new generation A8 L are obtained.A8L's opportunity is a new generation of products,brand new products,new design concepts,more application of technology products,tariff VAT adjustments,bringing great benefits to imported cars,consumption upgrades,overall economic improvement,let More people come to have plenty of money to buy luxury cars.The A8 L threat has introduced new competitors due to the development of new energy vehicles.Changes in customer preferences,car consumption attitude,consumers have higher requirements for ride comfort,safety,manufacturer technology,driving experience,etc.,new competing products join,Porsche models become a relatively high-end products become D-class A favorable competitor for the car.At the same time,the research survey method was used to conduct targeted questionnaire surveys and interviews with potential users.After obtaining the client's key information such as product,price,purchase focus,and image perception,the STP strategy was analyzed in depth.And research.Then use the marketing 4P theory to address the problems of the current new A8 L marketing: propose a product strategy to provide a richer product line,provide more powertrains,provide more honorable,luxurious equipment,and provide more in line with end customers.Equipment for demand;more aggressive pricing strategy,lower guidance price,more competitive price index,can increase the terminal transaction price of sales;create a profitable health network,more in line with the luxury sales process,capable and Willing sales consultants,sales planners,attractive salary system;accurate advertising of target customer groups,advertising promotion with distinguished luxury form,more in line with A8L's strategy of re-casting emerging technology network promotion products,improving product configuration,Configure equipment configurations that are more in line with customer characteristics,configure multiple product combinations,and improve cost performance;and develop a corresponding protection strategy to ensure that all measures are completed and implemented.This paper hopes to provide theoretical support and reference for Audi brand and corporate marketing work through A8L's marketing strategy research.