一汽-大众奥迪a6l市场营销战略研究.pdf

Abstract China, as the biggest auto market throughout the world, has always been the major battleground for auto brands. Faw-vw Audi is one of the earliest luxury auto joint venture brand entered Chinese market, with 29 years of history by 2017. Since 1988, the first Audi 100 went off the production line, Audi has completed more than 4 million vehicles sales in China so far. In 2014, the sales volume in China of Audi accounted for one third of its global sales volume. After years of rapid development, the Chinese auto market has become mature while the customer has become more rational. Confronting the fierce market competition, luxury brands tend to formulate specifically targeted strategy, expecting to seize market share. A6L, as the first mass-produced car model in Chinese joint venture market, (known as Audi 100 in 1988) has been the market share leader for decades. It is the most well-known model type among luxury auto brands, which has significantly important strategic meaning for Faw-vw Audi. However, in 2015 the sales legend of A6L were surpassed by BMW 5 series, strongly assaulted and challenged from competitors. How to rewrite the success story of A6L in Chinese market has become the marketing priority that needs to be tackled. This thesis aimed at analyzing the macro environment through PEST analysis, employing SWOT analysis to find the opportunities and challenges for A6L, figuring out the major sales pressure causes, and the current problems existing while finding the opportunities for next step. Systematically propose a set of targeted integrated marketing strategy, focus on the outstanding consumer experience with four different pillars of the measures, including product,price, marketing communication and dealer management. It is expected that through effective marketing strategy, we may tackle the marketing problems for A6L, claim ideal market