Research On FAW-Volkswagen Marketing Strategy Of 2019 Magotan Series Inliaoning Market

With the continuous development of China’s economy and the gradual improvement of people’s living standards,automobile consumption has been gradually increased.Meanwhile,in the process of rapid development of China’s automobile industry,Liaoning’s automobile industry has also been rapidly promoted.At present,on the one hand,there are many enterprises participating in the competition in Liaoning market,the homogenization of vehicle models is serious,and the price competition is increasingly fierce;On the other hand,with the continuous progress of urbanization,per capita car ownership still has great room for improvement.With the continuous development of information technology,we media and others,various new marketing means emerge one after another.In this form,Faw-volkswagen’s traditional marketing methods can no longer meet the requirements of current market competition.Marketing policies must be adjusted in real time according to the changes of various information channels and sales media,so as to conform to the new trend of automobile marketing.This paper aims to explore the marketing strategy of Faw Volkswagen’s 2019 magten series model Liaoning.Starting from the sales of B-class cars in China in recent years and the influence of national policies on automobile sales,This paper expounds the background and significance of this paper from the aspects of the development process of the automobile industry,the current macroeconomic environment of China,and the consumers’ demand for automobile products.First of all,on the basis of sufficient marketing theory,it introduces Faw-volkswagen and magotan series of cars.Secondly,the macro environment of Liaoning market is analyzed with PEST analysis model.The industrial environment of Faw-volkswagen co.,ltd.is analyzed based on the porter material analysis model.In the internal environment analysis,the main analysis of Faw-volkswagen co.,ltd.production capacity,marketing after-sales service and corporate culture four aspects;Thirdly,on the basis of SWOT analysis and STP analysis,based on the 4Ps marketing theory,a set of targeted and effective marketing strategy is developed for the Liaoning market of faw Volkswagen 2019 magotan series models.Finally,in order to ensure the effective implementation of the marketing strategy,this paper also from the product quality,marketing personnel,promotional activities and after-sales service four aspects of the development of a sound safeguard measures.