Research On Marketing Strategy Of Faw-Volkswagen Audi Cars

Faw - Volkswagen Automotive Company is a large car production joint ventures enterprise ,Limited by the China Faw Group Corporation, German Volkswagen and Audi car company. One of leading products of Faw - Volkswagen Automotive Company, Audi series, after years of investment and effort building dealers networks covering the region has gone far beyond any competitors. Now there are 120 dealers in China, more than 70 cities across the country. For a long time, the Group makes first superiority by the parent company and the advantages of the full complement of China Faw Group allies, Audi became the head of China's high-grade luxury sedan market, a 65% market share and a virtual monopoly on official car market. Late 2005, the old rival of Audi-BMW and Benz has feet firmly root in China, they pose a severely challenge to Audi 's unipolar domination. In such cases, Faw -Volkswagen companies should reexamine marketing, stand. The research papers seriously analyze Faw - Volkswagen Audi cars marketing on its successful experiences and practices, problems and shortcomings, reveals the essence of its success to provide for other cars's marketing.It is divided into seven chapters.The first chapter introduces backgrounds, ideas, methods, content, purpose and significance of research ; Chapter Ⅱ describes Faw - Volkswagen Automotive Co. in general, focusing on Audi sedan market conditions; Chapter Ⅲ is the analysis of macro environment for the auto industry, from the population and economic, natural, policy and legal and socio-cultural environment to analyze external marketing environment of the current automobile industry; Analyze the trends of Chinese automobile marketing; and the SWOT analysis for Faw - Volkswagen Audi cars; Chapter Ⅳ of Porter's "five forces" model of the automobile industry competition analysis, Then use analytical tools such as CPM matrix in-depth analysis of civilians major competitors of Faw - Volkswagen Audi; Chapter Ⅴ is cited by a car market survey company, hopes to quantitatively analyze the car users of Faw - Volkswagen Audi to buy conduct, and present a summary of the characterization; analyze factors to consumers; Chapter VI appropriate to Faw - Volkswagen...