| Audi brand in China is produced by the FAW - Volkswagen Limited corporation. FAW Volkswagen is built by FAW Group Corporation, Germany Volkswagen AG and Audi AG, Germany. Audi series is one of the leading products of FAW-Volkswagen, after years of investment and strive to build a network of distributors, covering region have been far more than any competitor. China now has 120 dealers, more than 80 cities all over the country. For a long time, with parent company Volkswagen Group's first mover advantage, as well as China FAW Group's strong ally with, Audi China has been high-end luxury car market leader, accounting for 65% of market share.China has become the world's second largest auto consumer market, China's luxury car market have broad market prospects in the next 7 to 10 years and will keep 10% to 15% annual growth rate stability. In China automobile market in 2007 luxury market, Audi brand sales were 100,888, with an increase of 25%. BMW sold 51,588 BMW and MINI car, with an increase of 42%. Mercedes-Benz in China's auto market to reach sales of 30,630 new vehicles, with an increase of 50%, In addition, this year, Lexus sales in China have almost doubled.China's huge market attracts the world's major car manufacturers to invest and build factories to China, China's luxury car market, increased competition both from major auto brands products in design, interior configuration, to good performance. And paid more and more attention to the different products for different marketing strategy. However, because of our marketing is a real start in the reform and opening up, the research base is weak, Marketing is not a broad range of applications, plus the successful cases in marketing is not mature enough so that there exist difficulties when the car companies development the actual market Marketing strategy.Audi A4 is important in Audi family. Audi A4 is the first international luxury brand's B-class sedan in China, A4's design and delicate and pretty dynamic, concise and smooth vehicle lines, the tail shape is not very pretty exaggerated, is a real experience to be able to drive The fun-car power. Audi A4 has been listed since 2003, although has maintained a B-level luxury car market leader position, it has failed to meet sales expectations. In late 2005, Audi's old rival BMW, Mercedes-Benz has a firm foothold in China, which the unipolar domination of the Audi also constitute a serious challenge. From August 2006, the Audi A4's main rival BMW 3 Series sales is beyond the Audi A4 for the first time. In the face of severe competition, for Audi, there is a long way to go, how can this advantage will continue, they will have to face the issue.This paper is based on the Audi A4 marketing strategy, analyses Audi A4 of market segmentation, market positioning, target market strategy and product strategy, pricing strategies, channel strategy, marketing under the condition of the car market in the macro-and micro-environment changes , summarizes strategic marketing gain and loss for Audi A4 in the domestic market, at the same time learn from the success of our competitors, how to develop marketing strategies in a timely manner how to adjust the marketing strategy of non-performing programs, etc. In order to achieve competitive advantage, this article is for the purpose.Since Audi brand entered China , Audi luxury passenger cars in China has been occupying the market leader or dominant position, however, China's luxury car market has started to diversify the brand, Audi, BMW, Mercedes-Benz; Japanese - Lexus, Acura, Infiniti; American - Volvo, Cadillac, Chrysler. If Audi brands maintains a leading position, it need to introduce new products, and the laws of the market in line with a set of marketing strategies in order to remain invincible. Audi A4 follows the market rules and before the emergence of its competitor BMW entered domestic market, Audi A4 successfully disrupted the BMW's pricing system through the scientific method of forecasting the market, so that the passenger car market was also hit prices In the initial stage of the war, listed on the success of the Audi A4 the first step, even it sold less than satisfactory, then it creates time and space for the other Audi A4 Audi's introduction of new products.This paper is made of five chapteris. Audi A4's target market is private car users. 70 percent is between the ages of 25-40, members of the family are relatively simple, with high level of education or cultural self-cultivation, an annual income of more than 300,000. Most have a certain social status, occupation relatively modern. Positive and optimistic attitude towards life, outgoing personality, open-minded, willing to accept new things, advocating freedom, pay attention to work and play just as important, the pursuit of quality of life, enjoy the attention, the main consumer of luxury goods, high quality, like to make friends, the love Kind of movement, the mainstream fashion.Audi A4 displaces 1.8 liters or more, and therefore falls within the ranks of high-end vehicles. From the price positioning, the Audi A4 is more than 270,000 yuan, which is also the price of domestic high-end vehicles. In accordance with the car and practical fashion, luxury and economic divide, fashion-luxury passenger cars.Because in the Chinese B-class luxury automobile market, Audi A4's most direct competitor is the BMW 3 Series (other competitors are relatively small sales ), this paper put forward by some of the proposed strategy direct to the BMW 3 Series. After analysis, the paper proposed reduction in vehicle; reduce the overall price, improve cost-effective by increasing the equipment. 1.8T models with displacement is for the main vehicle sales. Under certain circumstances of the basic price, Audi A4 adjusts price by other means to meet the dynamic changes in the market.For Channels in the building, according to Audi's overall strategy, propose increasing dealers through the various parts of the market analysis, through The dealer guide, dealers pay more attention to the Audi A4 purchasing, sales, marketing, after-sales service.For Channels in the management and assessment, evaluation and management of Audi dealers have a mature way, such as the training system, secret procurement, and flying dealer contest the seizure, and so on. Through authorized dealers to enhance the "quality", to improve the quality of service to enhance customer loyalty. Through increased product-based training, sales skills training and the number of people trained to upgrade team dealer sales of capacity sales; through secret procurement, increase sales of Audi A4 inspection process; seized by flying to strengthen the Audi A4 Service The inspection process.In the marketing and public relationship, through unique marketing, making Audi has always been able to attract the eye of the target consumers, often lead to big sensation, and cross-brand "red-plated"; Audi ad campaign has been going on, Through the "campaign" to adapt to different market situations, different stages of the market, and "brand campaign," echoes; through targeted, the effectiveness of marketing meetings, all kinds of social forces caused widespread concern, has a good chance to spread.In the brand marketing, Audi was first introduced in order to meet the demand for high-level official car, with no condition of business, private car market. lubricant luxury cars represented by Mercedes-Benz, BMW, Lexus has long been a favorite of the rich class of car. " ride Mercedes-Benz, sit on the BMW" brand has been established in the minds of people, Audi and formed a significant segment. Because public servants must maintain the low-key and reserved, the first in China, Audi's marketing also, intentionally or unintentionally, ignoring its international market has been declared a "luxury" of the essence. As a result, the Audi brand has lost a level of BMW and Mercedes-Benz. For Audi, from product design, 4S shop in the building, advertising, public relations activities, Web site building and sales training, and so must reflect the position of the luxury car.In the experiential marketing. At present, the Chinese consumer's loyalty to high-end cars is not high on their luxury brand. they are usually keen to stick only test experience, as well as the identity and status symbol, and so on, doing a good job in marketing to attract customers to experience is the first step. "Fun driving experience" has always been a marketing vehicle tested slogan, which is driving the adoption of experience to create marketing opportunities. In addition, experiential marketing is also promoting a way of life. For both models, the high-end luxury car is more applicable. currently Audi has been successfully carried out a number of experiential marketing activities. Due to the purchase of the Audi A4 is the pursuit of a more user control, and fun to drive, so experiential marketing for the sale of A4 is a great role.In customer relationship management (CRM) area. CRM from the customer-centric management thinking, it is a business with customers to improve the relationship between the new management model. Its purpose is the adoption of advanced management tools to help enterprises in the market economy development, to attract and consolidating customer base, to ensure that enterprise customers and potential customers, to understand and meet their needs, stimulate the desire to buy and build Their brand loyalty. Audi currently has a customer base of 450,000, this huge resource is our customer's CRM implementation of the key points.FAW-Volkswagen has a comprehensive network of distributors to promote the CRM system. It diggs A4 to potential customers and increases the turnover rate by CRM applications through the system of promotion. At the same time, introduce new customers through the maintenance of existing customers.This paper analyzes the Audi A4's marketing strategy in order to understand car marketing theory and methods by the actual cases, through a marketing element to the analysis of competitors and marketing strategy analysis, we can see the advantages and disadvantages for each of the Audi A4 marketing links, so sum up a set of integrated automotive marketing methods. We confirmed the practicality of integrated marketing vehicle by he actual cases of marketing for Audi A4, and, experiential marketing and customer relationship management (CRM) applications to the car Marketing is also in the affirmative. The development of automotive marketing strategy is the essence of all consumer preferences on the premise that satisfy consumers, establish a good basis to achieve further guide-consumption patterns, and achieve a win-win situation. Using Chamber of Commerce to achieve the Audi A4 precision marketing circle, fishing more in the largest fish ponds, these three points are the focus of this article, and the innovation of this article. |
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