Study On Marketing Strategy Of FAW-VW Audi Q5

In recent years, with the steady development of China's macroeconomic, China's auto industry is developing rapidly and passenger car market presents an optimistic situation, especially in SUV (Sport Utility Vehicle) market, the growth is strong and continued performed. In particular, high-end SUV type receives more favor by the market. SUV has become new page who led the increase of Chinese auto market, and market share has reached about 10%. However, compare with the foreign mature auto markets which have a more than 30% market share, China's SUV market still has great development potential space, rigid demand has just be excited. Domestic and foreign auto companies have a comprehensive plan to enter Chinese SUV market segment, SUV market has become the second competition front of passenger car market, the competition increasingly. How grasping the opportunity in the fierce market competitive environment, overcoming the competitors, getting more targeted customer groups, strengthening customer loyalty and making their product to be recognized , has become all auto companies key points for marketing strategy.Audi is representatives of luxury car brand representatives in the world as well as the first entering luxury car brand in China. After twenty years'development, China has become the largest overseas market for Audi. Audi brand has always been the leader of China's luxury car market and still maintained a more than 40% market share. In October of 2009, imported Audi Q5 launched in China, which is the second model of luxury SUV for Audi after the launch of Q7. In March 2010, domestic Q5 come into the market, which is the first domestic luxury SUV models, favored by the market and sales volume continued to rise. Although Audi came into the SUV segment soon, it has achieved a good result and has been in the leading position in the aspects of sales, market share and attention. However, China's increasingly competitive in SUV market, the growing number of new models, Audi Q5 is not only to face the catch up by the other strong luxury car brand-- BMW and Mercedes-Benz, but also it can't ignore the challenges bring by the new entrants of auto manufacturers. Therefore, the accurate, timely marketing strategy plays a crucial role for Audi Q5 gain competitive advantage in the highly competitive SUV market. This paper based on the classical theory of marketing and FAW-Volkswagen Audi Q5's marketing strategy is the object for study. Use Qualitative and quantitative analysis method, to make systematical research on the marketing practices of Audi Q5 in the aspects of marketing environment, STP strategy and marketing strategy. To sum up the relative comprehensive and progressive marketing practices of FAW-Volkswagen Audi Q5 and offer some recommendations which are benefit for the marketing activities of Audi Q5. This paper provides a reference for analyzing and improving FAW-Volkswagen Audi Q5's marketing strategy as well as the brand marketing practice of Audi, and based on the facts to indicate the importance of precise marketing strategy in an increasingly competitive SUV market segment.In the meanwhile, the dept analysis on Audi Q5's marketing strategy, is contribute for Audi Q5 to achieve the strategic objective of increasing sales and market share, attracting more new customer resources, strengthening customer loyalty and enhancing brand image as well as consolidating Audi's leader position in the domestic luxury passenger car in design and technique aspects. In addition, this study provides some valuable automobile marketing reference information to the follow-up models for Audi SUV and other SUV manufacturers'marketing strategy.