The Study On Integrated Marketing Strategy Of VW Brands In China

Automobile market in China is a commercial market that is continually developing and has the Chinese characterization, and currently having extremely changed and rapidly promoting period. VW brands Auto products are the one of the first Auto brands which sale in China and it is also one of the earliest familiar brands to China. Accompanied with China Automobile Industry and Automobile Market promotion, VW brands in China can get long term promotion if they can constructed the brands well.The automobile market in China becomes more and more drastically when automobile market all over the world promoted and many famous world class brands are soling in China. The competition of brands will be the most fierce, unending competition for success. Brands competition include the competition of company strategy, products and brands sales strategy. The construction of brand is a long term and hard work. It is not only the continually investment from company, but also the competition of brand strategy. It is include the analyzing of the products market, and the customers.Chapter 1 begins with the analyzing Automobile status, brands characterization and the sales of brands, summarized that the brands value is high, brands relationship is complicated, brands strategy is hard to confirm, if the strategy is failed, then the company will suffer the destruction, to show that the importance of the company brands, the current problems existing, and the series results, also the affect of auto strategy to the company, to make a good basement for the coming research of the whole market environment. Main content of Chapter 2 is the status of VW brands in China, and the status analyzing of VW products sales in China, by analyzing VW brands status in China to finding the existing problems. VW in China, only construct some of the classification brands and products brands, there is no strong back up of the company brand, the power of brand is weaker than others, if there is a new product enter the market, VW will invest many resource to build the brand; If there is an existing product retires, all the invest to the brand will be wasted. The brand image and management is also in the disorderly and low level. This is not match the brand situation of VW brand in the world. VW brands will downgrade in China if VW brands management is in a low level for a long time. VW brands take more than 70% market share before GM joint venture built in Shanghai, and after that, VW market share once is only 40%, almost half of the beginning. It is the directly result that VW always focus products more than brands.Chapter 3 has a new analyzing and design of VW brands build and sales strategy. First, we analyze and design VW company image in China, by analyzing the VW future company strategy in China and all the characterization of the products, we design the company image that Technical leader, Quality first, Customer first. To help customers build up a image that this brand is healthy and worth to choose, it means that when we mention the brands from VW company, we can image that the vehicles with VW brand are in leading or advanced situation of technology, and the products are liable of quality. Second, by the analyzing of VW brands situation, according to the company strategy design the brand strategy, build up the brands image according to the products. According to VW strategy plan, VW hope that they can get double sales volume until 2018 that means 200 million vehicles per year. To meet the strategy, VW company brand strategy should be match the main thoughts of China: Advanced technology, energy saving, and loved by most customers. And VW company brand should be imaged that Advanced technology, not high-sounding connotation, saving energy and having green energy. At last, we build up every products'brand image according to the VW products market orientation, analyzing of target market, and build up the products brands strategy..Chapter 4 we redesign the VW brands sales team organization according to the VW Brands organization. We promoted the level and authorization by three grades administration organization and the joint of senior administration of the company, collocate resource more reasonable and conformity the brands, set up VW company brand as a flag brand, strengthen the resistive ability to the market risk, increase the successful rate when a new brands come to China; it also avoid the huge cost of brands construct cost and investment. We should adjust the resource to the catalog brands, and the adjustment between products brands. Second, discuss the construct strategy. The company brand of VW in China, concept AD, Performance arrangement, Performance sponsored, brands united will be the main brand sales method. For the Audi brand, brand sales strategy will be concept publicity, diversity services and uniform sales character. And VW brand should include masterpieces services, popular activities sponsored and etc. For Skoda brand, should include more construction including brand value and culture. Because Skoda brand is now in construction, so the investment of Skoda should be the most of all the catalog brands, and have the most flexible construction. At last, design the diversity sales and marketing of VW Products. VW can also use diversity marketing and sales combination for brands contraction. Currently Auto market pays more attention to terminal sales nets construction, from the 4S shop (Key auto authority sales method that"4 as 1", including Vehicles Sales, Spare parts, After sales service and Survey ), to now 5S as a promotion, the added"S"is Second-hand Car Exchange which means life time service. In the meantime, We should also invest more in service sales, we make profit from not only the single vehicles sales and spare parts to after sales services and Second-Hand Car Exchange and etc. as a better services.