Research On The Marketing Strategy For Q4 Product Of Faw Audi

In recent years,with the development of China’s economy and the progress of science and technology,the technical level of new energy vehicles continues to improve,and the state has introduced a series of supportive policies to promote the vigorous development of new energy vehicles.The cumulative annual sales volume of new energy vehicles in China reached 5.249 million in 2022,up 79.3 percent year on year.Independent brands and new forces of car manufacturers performance eye-catching,while traditional car manufacturing enterprises in the new energy sector performance is not satisfactory.Depending on the industry environment with increasingly fierce market competition,FAW-Audi launched the new luxury SUV Q4 e-tron product based on the MEB platform in order to cope with the changes in the market environment and people’s demand for new energy vehicles.However,in the initial stage of Q4 launching,the market performance is poor,Q4 has not been recognized by the majority of customers,mainly exist in the late launching of pure electric products,high pricing,poor promotion strategy,marketing channels to be improved and other outstanding problems need to be solved.Due to the late start of FAW Audi new energy vehicles and the intensifying competition pattern in the new energy sector,FAW Audi’s electric vehicle share in the market is low,and it needs to urgently reverse the current adverse situation.This paper will introduce the current marketing status of FAW Audi Q4 product,describe the current status from the aspects of product,price,place and promotion,and analyze the existing problems and causes.In terms of product positioning,Q4 is not clear enough to attract customers;in terms of price,it is priced too high;in terms of place,it is not fully prepared for the launch of Q4 product;in terms of promotion,the promotion plan needs to be optimized to enhance its attractiveness.In the face of the current problems of Q4 product,this paper targeted the development of marketing strategies suitable for Q4 product,lock the weaknesses,in order to improve the sales and market share of Q4 product.By analyzing the development status and marketing environment of the new energy vehicle market,from the macro level,the central and local support for new energy vehicles,the current economic environment,social environment and technical environment are all favorable opportunities for the development of new energy vehicles.At the micro level,Porter’s five forces model is used to analyze the marketing environment of FAW Audi Q4 product.At the same time,a new new energy sales organization has been established within FAW-Audi to support the development of new energy business and the landing of new energy marketing strategy.Based on STP theory and marketing 4P theory,this paper determines the direction for Q4 products in market segmentation,target market selection and final product positioning,and then formulates appropriate Q4 product marketing strategies from the aspects of product,price,place and promotion to seize the policy dividend of the expansion of the new energy vehicle market.Improve consumers’ cognition of new energy products brought by the transformation of traditional fuel vehicle enterprises.On the premise that new energy vehicles have a fixed user group,play a role to the advantages of enterprise products,seize all marketing opportunities,expand the influence of Audi brand and its new energy products,increase sales,and seek a new profit balance point.At the same time,FAW Audi should also carry out changes in marketing strategy,change the traditional marketing ideas,make full use of online and offline marketing channels,integrate experience marketing,more from the perspective of "user-centered",surprise customers,operate customers,stimulate customers,find a good focus,precision marketing.Finally,safeguard measures are formulated from the aspects of talent,capital,system culture and informatization to ensure that the combination marketing strategy plays a maximum role.