| At present,China’s auto market is in the middle and late stage of popularization,while the overall growth rate is slowing down,and has entered a low-speed development stage.The competition pattern,consumption structure and other aspects of the automobile industry are undergoing rapid,dramatic and profound changes.The terminal competition is becoming increasingly fierce.In this competitive situation,the All-New Digital Golf model of FAW-Volkswagen Automotive Co,Ltd is officially launched in China’s automobile market.The All-New Digital Golf model represents the brand image of FAW-VW,carries the most competitive innovative technology at present,and is a transformation work facing the future competition.Its marketing performance is of great significance for FAW-VW to achieve the sales target and profit target and realize the enterprise strategy.With the All-New Digital Golf model as the main research object,I will briefly introduce the basic situation of FAW-Volkswagen Automobile Co.,Ltd.and the VW brand,expounds the marketing status of Golf,and analyzes the problems of the existing marketing methods of Golf.The main problems are concentrated in the four aspects of aging product competitiveness,large transaction discounts,weakening of brand image,and insufficient channel quantity and quality.Then,through the PEST and other analysis methods,I have studied the macro marketing environment and micro marketing environment of the All-New Digital Golf model,and I will use the SWOT model to summarize its advantages,disadvantages,opportunities and threats.Based on the STP theory,the market is segmented in accordance with the differences in consumer car purchase needs,and four market segments are formed,representing four types of typical groups,namely,the fighter group,the stable and motivated group,the traditional responsible group,and the aggressive group,and choose fighter group as the target market,and determine the market positioning of the All-New Digital Golf model.Develop the marketing mix strategy of the All-New Digital Golf model through4 P theory,combine its product characteristics and target customer group characteristics,and formulate targeted implementation measures from four aspects:product strategy,price strategy,promotion strategy and place strategy.In terms of product,the competitiveness of products has been greatly strengthened.The appearance and interior have been redesigned to improve the sense of modernity and technology,and create a classic and simple style.In terms of configuration,digital,intelligent,and networked equipment has been added.In terms of price,formulate reasonable market guidance prices,reduce material costs,reduce terminal sales discounts,and improve model profitability.In terms of promotion,focus on communication channels such as TV,showroom,and the Internet,and adopt the communication strategies of live marketing,event marketing,fan marketing,and circle marketing to improve the high-quality image of Golf,maximize customer attention,and provide reservations,upgrades,and provide sales support policies such as maintenance,finance,replacement,etc.stimulate their strong purchase motivation.In terms of place,in addition to the traditional 4S stores of VW authorized dealers,a new network model of digital experience stores is added.At the same time,excellent investors are recruited,and exclusive new network access policies are set to attract them to join,and further improve the quality of network,training and coaching are carried out for dealers with weak capabilities to comprehensively improve the quality of operations.Through the implementation of the above marketing mix strategy,the All-New Digital Golf model can maintain differentiated competitive advantages in the fierce market competition,reshape the brand image,achieve product sales targets and profit targets,help FAW-Volkswagen to develop and realize corporate strategy and vision. |
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