VW(FAW) Marketing Strategy Research In Zhejiang Province

In the past decade,with the rapid economic development and improvement of people's living standard in China,automobile consumption has become more and more popular.Now the automobile market has entered into a period of steady and low-speed growth.Intensified competition,stricter policies and laws,the rise of connectivity,younger and personalized consumer demand...the automotive industry is going through greater changes than ever.As one of the most developed provinces,Zhejiang has a large auto market with fierce competition and leading consumption model,which plays an important demonstration and leading role in national auto consumption.VW(FAW)is an JV with long history,whose sales volume ranking always in Top2.However,as a company located in north China,2017 VW(FAW)market share in Zhejiang was 4.8%,20% lower than its national market share 6%,ranked No.4.There was no big difference between VW(FAW)and the brand ranking fifth.Based on the marketing theory,the author of this thesis takes VW(FAW)marketing sales strategy in Zhejiang province as research object,with the intent of seeking improvement measures of VW(FAW)marketing strategy in Zhejiang.With Porter's five force model analysis,SWOT analysis,STP strategy analysis and 4P analysis,put forward 3 points.Firstly,the sales strategy-sacrifice price for volume-of VW(FAW)in recent years is a departure from the brand image and positioning.VW(FAW)must make clear its brand positioning and return to origin-practical,dynamic and with culture intension.Secondly,facing with an unclear brand image and younger customer group,it's necessary to find out clear VW DNA which can describe different VW models through quality,technology,history,customer image etc.and make them more vivid and more identifiable.At last,flexible combination of 4Ps strategy-build up VW(FAW)SUV family through 4Ps combination strategy to optimize the product competitiveness;make a compromise price to win both volume and profit;accelerate L2 network planning and improve current network and capability;make use of different promotion strategies with high-quality customer experience and brand marketing;with multi-pronged program to enhance the brand influence in Zhejiang province,than to increase its sales and market share in Zhejiang.This thesis aims to optimize the sales strategy of VW(FAW)in Zhejiang market,which has a positive significance for VW(FAW)to enhance its market position in Zhejiang,and also lays a model for the VW(FAW)marketing strategy in other provinces of China.At the same time,it can be used for a reference for other brands in Zhejiang market and China market.