Research On Marketing Strategy Of FAW-Volkswagen T-ROC SUV

In recent years,with the increase in car ownership and the withdrawal of many favorable policies,the growth rate of the passenger car market has slowed significantly,and the market sales have shifted from high-speed to low-speed growth.In 2018,SUVs have overtaken Sedan as the largest segment of the passenger car market and are likely to be the most important growth driver in the next five years.FAW-Volkswagen Automotive Co.,Ltd.,as a well-known domestic joint venture brand manufacturer,has been ranked first in the passenger car market,and its entire series of products ranks among the top market segments at the same level of market share.However,it has not been involved in the SUV model field has been criticized for many years and is seen as a short board of FAW-Volkswagen.On July 30,2018,FAW-Volkswagen's first SUV probe was officially launched.T-ROC,as a pure new product of FAW-Volkswagen in the past eight years,as the first SUV of FAW-Volkswagen,and as the breakthrough of FAW-Volkswagen in the downturn of the automobile market,has extraordinary strategic significance.This article takes FAW-Volkswagen exploration model as the main research goal,and first analyzes the problems and reasons of exploration song in products,prices,channels,and propaganda with 4P elements.It is concluded that in marketing,there are problems such as consumers 'low awareness of products,high guidance prices and high transaction prices,brand advantages and market dislocation,and communication forms with target markets are greater than content.Then the PEST analysis model was used to analyze the macro environment of enterprises from the policy environment,the economic environment,the consumer environment,and the technological environment.China's economy has changed from a high-speed growth to a medium-high growth rate,and the sounding model has also missed the period when the policy support was the greatest.The average number of cars per capita has exceeded one hundred.The development of the automotive market is in the late stage of its popularization period,and electrodynamics,sharing,intelligence,and networking have become the future development direction of automobiles.Then use the Porter Five Force model to analyze the competitive environment of the exploration song products from five aspects: supplier bargaining ability,buyer bargaining ability,new entrants and threat of substitutes,and competitors,and use SWOT tools to analyze the advantages,disadvantages,opportunities,and threats of exploration song.It is believed that FAW-Volkswagen's brand advantage is the biggest advantage of the song.The SUV market exceeds the passenger car.However,in the compact SUV segment market,the competition is fierce,and the song is hard in terms of prices and channels.injury.Finally,based on the analysis of the current marketing situation and problems,a marketing combination strategy suitable for FAW-Volkswagen exploration is formulated,including improving product competitiveness and price performance,strategic downward shift of product price,differentiated channel strategy,and optimization of song promotion strategy.And by improving the ability of the distributor's sales system,optimizing the sales process of the distributor and improving the ability of the sales consultant,the implementation of FAW-public exploration marketing combination strategy is guaranteed.