| With the national support and subsidies policy for the new energy vehicle sharing travel market,the new energy sharing mobility market is developing rapidly.Since2020,the automobile market began to face reverse growth due to the epidemic and the retrogression of the purchase tax policy,but the new energy market is growing against the trend due to the support of domestic policies.According to insurance data,the total number of new energy vehicle sharing mobility market in China reached 1160,000 in2022,an increase of 76.8% over the same period last year and accounting for 22.1% of the total new energy vehicle market.According to the sales trend in the past two years,the new energy vehicle sharing mobility market has become an important potential market.Since 2021,China’s passenger car market has reached 20 million level.As the automobile company with the largest production and sales scale in China’s passenger car market,FAW-VW finally achieved annual sales of more than 1.8 million vehicles,ranking TOP1 in 2022.However,the sales volume of FAW-VW brand in the new energy vehicle sharing mobility market is only 35,626,and the market share is only2.6%.Therefore,for the important market of new energy vehicle sharing mobility market,FAW-VW must reflect deeply,learn from the successful experience of domestic independent brands and new brands,adapt to the development trend of the industry,meet the needs of consumers,formulate rigorous integrated marketing strategies,and win back the leading position.Based on the analysis of the marketing situation of FAW-VW in the new energy vehicle shared mobility market,this paper re-examines and analyzes the marketing system of FAW-Volkswagen comprehensively and objectively.And we get four major problems: product target market and competitiveness,price,regional dealer channel and manufacturer direct sales channel,marketing and policy promotion.Then through the analysis of the national macro policy and the micro analysis of the competitive position of FAW-VW industry,combined with SWOT analysis,formulate FAW-VW overall marketing strategy.Then,through the STP strategy,we choose the centralized market strategy,take the high-end shared mobility market of special Car-hailing,short rent and long rent as the target market,and formulate the corresponding strategies for the four problems mentioned above,such as product,price,channel and promotion,to form a comprehensive marketing combination strategy of shared mobility market.Finally,the implementation guarantee of the marketing strategy is established,which is implemented through the product development process,new energy battery technology,new energy personnel and organization to ensure the implementation of the marketing combination strategy. |
