Research On Marketing Strategy For FAW-VW 3rd Brand

Since the 13 th Five-Year Plan,China’s GDP has entered the "6 era",and the automobile industry,which is one of the pillar industries of the domestic economy,has also shown a trend of declining growth.At the same time,China’s automobile consumption potential is still huge,the rapid growth of the number of drivers and the growth of demand in the third-and fourth-tier cities and the central and western regions have stabilized the rigid market demand for short-term vehicles.On the other hand,the market also shows the characteristics of obvious upgrades.The consumption of automobiles in first-and second-tier cities has gradually entered the stage of consumption upgrading.The demand for upgrade replacement has risen sharply,and consumers pay more attention to brand,comfort and product personality.Under this circumstance,many auto manufacturers are building a strong industrial chain that meets the above development trends.FAW-Volkswagen is a Sino-foreign joint venture automobile production plant established in the 1990 s.Benefiting from the high consumer demand in China’s auto market at that time,the auto dealership industry entered a period of rapid rise,and China’s auto production and sales maintained a double-digit growth trend for a long time.Over the past 20 years,it has maintained a rapid growth in production and sales.In this context,this paper first analyzes the status quo and problems of FAW-Volkswagen third brand marketing,from the detailed understanding of FAW-Volkswagen third brand profile and FAW-Volkswagen third brand and similar brand differences,and FAW-The third-market marketing issue of Volkswagen was analyzed in detail.At the same time,this paper also analyzes the domestic automobile macro environment and automobile market demand,combines the internal environment analysis of FAW-Volkswagen’s third brand,and adopts SWOT analysis tools to the internal advantages and disadvantages of FAW-Volkswagen’s third brand and the business environment.The opportunities and threats were analyzed.This paper analyzes the current domestic automobile sales market segmentation,analyzes the target market and market positioning of the FAW-Volkswagen third brand,and addresses the problems existing in the current marketing strategy of the FAW-Volkswagen third brand for FAW-Volkswagen.The third-brand sedan has developed a 4Ps marketing strategy,including product strategy,pricing strategy,distribution strategy and promotion strategy,in order to provide reference for the improvement of FAW-Volkswagen’s third brand marketing strategy.In order to ensure the successful implementation of the marketing strategy of FAW-Volkswagen’s third brand,FAW-Volkswagen’s third brand should also establish a customer-centered corporate culture and values,strengthen brand marketing,strengthen the construction and management of marketing teams and strengthen customer resources.Management and relationship marketing.At the beginning of the listing of FAW-Volkswagen’s third brand,an effective market strategy combination for its car products can capture market share,expand brand influence and create profits for the company.At the same time,marketing work directly faces dealers and customers,so the marketing management work is closely related to the achievement of sales targets and market share.Under the armed forces of domestic and foreign management theories,the establishment of a reasonable organizational structure and a sound management system is sufficient to ensure that the marketing work can be carried out smoothly and achieve satisfactory results.