Audi A6 in China market strategy.docVIP

 PAGE \* MERGEFORMAT 14 Audi A6 in China market strategy Construction of the independent sales channels, creating a new brand image, based on the Chinese market a unique model, the Audi A6 the Chinese written version of the marketing legend. The last century, the early 90s, the Audi 100 in China a success, so was just a product of the FAW Jetta - Volkswagen kindled a desire to introduce high-end cars. Compared with the competition in Germany, two high-end brands Mercedes-Benz and BMW, Audi’s brand revitalization of the near position of still not solid enough for any risky decisions are made very carefully. However, the full potential of China’s own self-confidence, the introduction of the Audi 100 for FAW - Volkswagen completed its first to market ‘skip class’, although in the eyes of the Chinese people the impression that Audi have official cars, but it is increasingly believe that in the high-grade car belonging to a blank in China market, the Audi A6 will be champion. More importantly, the Audi 100 the successful completion of the project, but also so that Piech, chairman of the Volkswagen Group, saw the hope of the Chinese luxury car market is willing to make further plans. Prior to the A6, the Audi 100 and Audi 200 mainly as the official vehicle exists, the Audi brand values, the core concept and content of what is selling cars and car people do not seem overly concerned. Chinese users understand how to make Audi’s brand image is related to the Audi brand in China’s future fate. Therefore, the choice Which models into the Chinese market is particularly important. After careful consideration, decided to Volkswagen Group in Germany, Audi developed a secret new car, changed its name to A6 was introduced after the Chinese market. Maybe so Piech did not foresee was that the decision to write a Chinese version of the Audi marketing legend. In order to debut the Audi A6, Audi’s marketing From .com the team decided to Hunan Satellite TV as a vehicle for the pr