Research On The Marketing Strategies Of AUDI Q4 In FAW-VW

With the approach of the post-epidemic era,the economic winter is rapidly sweeping around the world.Affected by the epidemic,employment,and economic development,consumers’ willingness of buying cars has decreased significantly,and the Chinese car market has gradually changed from an incremental era to a stock era.However,this cake is facing the situation of re-cutting.Case of the disadvantages of traditional cars from many aspects,such as environmental pollution,policy guidance,energy strategy,sales trend,and so on,it will take no long time to face death.It seems that to keep its market share in the stock era is to gain a firm foothold in the new energy automobile industry.At present,lots of car companies have aimed at the new energy vehicle market,and have launched a series of new energy vehicles.As a joint venture large-scale car manufacturing enterprise,FAW-VW is the first modern company in China to start construction according to economic scale.After more than 30 years of development,FAW-VW’s capacity distribution has covered all parts of the country.Relying on the strong technical support of FAW Group and the technical accumulation of Volkswagen and Audi for more than 80 years,the sales volume of FAW’s brands and models has been ranked among the top three in the past decade.With the development of a new energy industry and the landing of related policies,FAW-VW is also trying to enter the new energy market.But it should be admitted that the Volkswagen brand,which dominates the traditional car field,has encountered a Waterloo in the new energy vehicles.Whether it’s new BEV cars: ID4 and ID6,or several BEV cars and HEV cars based on traditional car platforms,the sales volume is really low.In this context,AUDI launched the first BEV car Q4 based on the new platform.The sales volume of this model will directly determine the development prospects of FAW-VW electric vehicles and affect its position and influence in FAW,Volkswagen,and AUDI.Aiming at the key models of FAW-Volkswagen AUDI Q4 in this critical period,this paper will analyze the current marketing situation、find out the existing problems、excavate the marketing environment,and formulate marketing strategies.This paper takes the marketing strategy of AUDI Q4 as the research object.Using measures such as literature review,comparative analysis,case studies,and after-sales interviews to explore its advantages and disadvantages in products,prices,channels,and other aspects.Then I verified the advantages and disadvantages by combining the macro environment and micro environment of the automobile market.Through these analyses,it is concluded that AUDI Q4 is impeccable in hardware quality,but there are serious problems in functional stability,price control,target population positioning,sales channels,and so on.In order to study the methods to overcome these problems,this paper uses STP theory and 4p marketing theory,and formulates a set of perfect and feasible marketing strategies for AUDI Q4 from the aspects of optimizing target market and service policy purpose,promoting brand image and customer values,beautifying service environment and service personnel image,adjusting pricing and discount,expanding online and offline marketing channels,etc.the propose of this study is to transfer AUDI ’s brand and sales to the new energy field and contribute to the marketing of FAW-Volkswagen other new energy vehicles.