Research On The Marketing Strategy Of The FAW-VW Magotan

Currently,China is the world’s largest auto market.In 2018,China’s auto sales have reached 28.081 million,accounting for 33% of global sales and ranking first in the world for ten consecutive years.As the core strategic model of passenger vehicle enterprises,B-Class vehicles represents the product competitiveness and manufacturing level of enterprises,which is of great significance to enterprises.FAW-VW,as one of the important participants in the Chinese automobile market,has product layout in each segment market.The main B-Class vehicle,Magotan,occupies an important position in the segment market.Under the increasingly severe market environment,how to establish an effective and healthy marketing mode is the key concern of all auto companies.For FAW-VW,Magotan’s marketing strategy plays a crucial role in the company’s sustainable and healthy development.Based on the marketing status and reason analysis of the FAW-VW Magotan,this paper developed a solution and finally solved the marketing problem of this model.This paper is divided into four chapters.First of all,the background and significance of the topic are elaborated,the research ideas and methods of Magotan marketing are conceived,and the research objectives of the whole article are determined.Secondly,it introduces the marketing status and existing problems of Magotan,analyzes the cause of these problems,and provides the basis for developing solutions.Then,PEST analysis method is applied to analyze the macro environment,porter’s five forces model is applied to analyze the micro environment,SWOT analysis method is applied to find out the existing problems of Magotan,and the next step of marketing plan is proposed.Finally,a set of integrated marketing strategy is proposed systematically.The combined marketing methods such as Internet marketing,social media and big data are adopted to solve the marketing problems faced by Magotan and achieve the market leading position in this market segment.This provides theoretical support for Magotan’s long-term marketing and also provides reference for the company’s overall layout of follow-up products in the increasingly competitive automotive market.