Research On Marketing Strategy Of Audi A4L In South Area In FAW-Volkswagen

With the acceleration of China’s economic development,through the hard work of the Party and the people,in the past 20 years,the scale of China’s auto industry has increased more than 10 times.The automobile industry chain is long,with wide coverage and many related industries,which plays an obvious role in driving industrial growth.In the market consumption,with the significant improvement of economic living standards,car industry has the percentage of 29 in the sales of consumer goods,which has an important status in the whole economic.Due to the impact of the global epidemic,the intensified competition of new energy vehicle manufacturing forces,and the impact of global core shortage on production capacity,automobile marketing,as an important part of the industry development,which also has needs to adjust in the face of new problems.Located in the Guangdong-Hong Kong-Macao Greater Bay Area,FAW-Volkswagen Audi Sales Division in the Southern District has generated substantial profits for the company in the past development period.However,because of the change of internal and external environment,there are many problems such as customer loss,decreased attention,and lack of young brand image.The GDP and luxury car market capacity of Audi Sales Division south Region both account for more than 22% in China,and the market capacity is huge and keeps growing rapidly.However,according to the analysis of marketing data,Audi’s brand influence is relatively weak in the southern region,where the market is most active and the finance is most developed,and the competition in core cities intensifies,leading to obvious loss of Audi’s share.In the face of strong brand force decline,competing goods,lack of latent customer,product weakness,on consulting a large number of car marketing,on the basis of the literature,in the marketing chain management promotion as the breakthrough point,analysis and find out the business sector resources integration,development of customer value,enhance the brand’s marketing and sales strategy.A comprehensive and detailed exposition was made on the sales of Audi A4 L problems in FAW-Volkswagen south area.I analyzed the marketing environment internal and external,found some reasons and made some measures.During the paper writing,I used the literature research and the investigation method,the advantages and disadvantages of Audi A4 L and competitors have been analyzed from the external development environment and internal development characteristics.Through market segmentation,I selected the target market and determined the strategy.Using 4P theory,and the corresponding background and reasons are analyzed according to the objective deficiencies in the southern region,corresponding improvement methods and specific measures are proposed,so as to promote FAW-Volkswagen Audi sales of A4 L in the southern region to increase sales,expand market share and profits.