| This paper focuses on the topic of the marketing strategy of the Audi Q7 in China, in which the marketing environment and the competitor's situation, STP marketing strategy and integrated marketing strategy of Audi Q7 are analyzed. It concluded the advantages and disadvantages of current marketing strategy, found the success of competitors to use for reference and included related recommendation. The main content are as following:1. Analysis about the premium SUV Segment market and the market positioning of Audi Q7In recent years, sport utility vehicles (SUV) developed rapidly in the Chinese vehicle market, as a new sales growth high light. But compared with the mature foreign market, the market share of premium SUV shows its huge potential. The development of diesel market and diesel technique brings diesel SUV new opportunities. Otherwise consumer pays more attention on the brand, product force, quality and safety of the car, which is also good for premium SUV development. Especially in the import car market, in recent years, the volume of premium SUV even exceeds the volume of sedan.In the year 2006, Audi Q7 was introduced into Chinese market, as the 1st SUV of Audi. It becomes a strong competitor in the premium SUV market, which has a hot competition. Q7 faced the challenges, not only from the old competitors BMW and Mercedes-Benz, but also from new competitors from Japan and Korea. The analysis and research on the marketing strategy of Audi Q7 is a great significance for the automotive industry, and only for the Audi brand itself, it is also a great significance to strengthen the Audi brand building and enhance the market share and volume. 2. Analysis of the marketing environment and competitors'situation of Audi Q7The macro-marketing environment, the good development of Chinese SUV market after years of accumulation, provided the Audi Q7 a good market opportunity to import to China.But the national policy, (the new consumption tax policy, 1st September 2008 issued) and the global economic crisis has also formed Q7 negative impact on sales. On the side of socio-cultural environment, the spirit of Audi brand accord with some elements of the Chinese people's traditional culture, steady, not showy, etc. The great change of sub-culture, such as recognition of lifestyle is as a good base for Q7. One the sides of micro-marketing environment analysis, the manufacturers, suppliers, distributors are relatively mature, but the competitors make a very intense competitive environment. And the Audi is also attached great importance to consumers and the public, development and maintenance.According to the analysis of competitors, the main competitors of Audi Q7 are Mercedes-Benz ML \ BMW X5, Porsche Cayenne, Volkswagen Touareg and so on. Compared with the competitors from the socialization and maturity, the Audi Q7 is in the individuality and mature and stable positioning range. Audi Q7 in customer satisfaction and loyalty are ahead of the competition, but in terms of influence is relatively weak.3. Analysis of STP marketing strategy of Audi Q7Audi Q7 market segmentation, because of the models are all over 3.0 liters, it belongs to a premium vehicle, from other element, Q7 is defined to the C+ SUV premium market. The character of the target group of Q7 is as following: 30-40 years old, mainly male, mostly are private owners, concerned about the career, enterprising, self-confident, like high-technique, mature but with a young feeling, accept new things, lifestyle, high taste; recognition of quality, safety, like space, design, driving feeling and comfort. Target market positioning, as the world's first"3rd generation of premium SUV", the Q7 is fashion but also premium, is the first"high-performance SUV"from Audi.4. Analysis of integrated marketing strategy of Audi Q7From the product strategy, the current car models of A7 have the high satisfaction, and also the standard equipment. To make further effort, on one side, to fit the market demand, the diesel market should be developed further, in the way of efficiency, powerful environment protect. On the other side, Q7 is a car with the price around million. The product design and equipment should be more premium and comfort, and with more and flexible equipments choices.On the side of price strategy, Q7 followed the competition-oriented pricing way as usually in the beginning and got a good market feedback. The suggestions for the future are, to consummate the price system, enrich the types of models, in order to reduce the price gab between different models; other side, to follow the changes of the market environment, adjusting the retail price in time; and to make a more subdivision of the equipments, in order to get more competition force in the price.On the side of promotion strategy, in the beginning of Q7 launch 2006, there is big-bang event, and a huge communication investment. And during the Olympic Games in 2008, Q7 was used in many marketing events and online outline integrated promotion ways. Although there are so many high lights, but generally to say, lake of the continuality. There are some current problems to solve by the related promotion activities. Such as, develop the fix yearly marketing module; strengthen the communication; develop the CRM platform further; strengthen the product implacement; co-branding with high-end brand and different marketing in different regions, etc.On the side of place strategy, Q7 has the inborn advantage and good bases. In the 20 years since Audi in the Chinese market, Audi has built the sales channel. There are more than 130 4S dealers in more than 80 cities in China. But as a import product, there is a new problem in the sales channel. Some Audi Q7 was transported into Chinese market in an unofficial way of"grey-import". Audi made measure to solve it and protected the official channel. Another problem is the long time to order a Q7. Audi must reduce the import flow and time to avoid loosing the potential customers. Other suggestions, such as to make a VIP service way by the dealer especial for the Q7 premium customers; and to develop the dealer net, because compared with the faster developed market volume, the development of dealer nets is relative slow.To sum up, the success of the marketing strategy of Audi Q7 is the local marketing mode. Thanks to the long-term marketing experience of Audi brand in China, makes Audi Q7 clearly in Segmenting market, Targeting market and Positioning. The disadvantage is because it is the import product, this point makes the limitation. The marketing investment is lack on continuality. The marketing strategy on product, price, promotion and place is still to strengthen, and pay more attention on the demand of market and consumers. |
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