FAW-VW Audi Regional Market Classified Management Study

FAW-Volkswagen Audi brand is the most successful brand of Chinese luxury carmarket. The Audi brand has a hundred years of development history, and20yearsdevelopment in the Chinese market. Since entering the Chinese market he has been in theluxury car market segment leading position always, but with many competitors coming, therapid development of China’s auto market, consume concept of Chinese customers isbecoming increasingly mature, the Audi brand in the Chinese market is facing unprecedentedcompetition challenges.After comprehensive analysis of the external environment of the Audi brand in theChinese market, including policy, economic, social and technical factors, internalenvironment including product, price, dealers development and marketing, and thecompetitive environment faced by Audi brand, get the conclusion: from the externalenvironment, there is benefit from the national economy and the automobile industry togradually enter the stage of the stable and healthy development to Audi brand, there isopportunities from policy of encouraging energy saving and environmental protection to theAudi product, but there is more economic slowdown negative impact forecast in the12th5years plan period, there is more large displacement consumption tax, the threat of theregistration limit from some local government etc. From the internal environment, wideproduct line and product image in line with the aesthetic ideas of the advantages of Chinesecustomers, more quantity and quality of dealers, effective customer communication of in linewith the honorable and responsible of the Audi brand’s image, but lack of inter-regionaldistribution strategic in the configuration construction of these resources to. See fromcompetition environment, already facing the threat of losing the leading position in the rangeof directly competing products. In view of these, the FAW-Volkswagen Audi brand to winthe competition in the future, we must seek a breakthrough marketing strategy.Further focus on analysis of regional differences in the Chinese market, there is greatdifference in economic, social, culture and automotive market development and competition, etc. in different regions for geographical wide expanse of China. And to implement noregional differences in marketing strategy based on the status, the problem graduallyrevealed. The first one is lack of care on the regional market characteristics, and lack ofadaptability to the regional market, and the second is that it is difficult to achieve lean andintensive marketing investment. Proposed core argument of the FAW-Volkswagen Audibrand regional market classified management, and further interpretation of the marketmanagement strategy is the further development of an invaluable asset of the Audi brand inthe Chinese market-the localization, and is also the care for the interests of customers.Implementation of regional market classified management, need the unity of thethinking of senior managers of the FAW-Volkswagen Audi brand marketing system andalso need the Audi brand support in the organizational structure optimization, technologyplatform setting and process optimization.Regional market classified management has been practiced in some business areas ofthe FAW-Volkswagen Audi brand, and achieved remarkable results. Through theimplementation the situation of Audi brand continuous decrease and even exceeded bycompetitors has been reversed in Zhejiang, Guangdong and other core strategic provinces. Atthe same time, the use of marketing resources is more economically.At the end of this article, according to the practice of the market classified managementbased on regional differences, suggest that regional market classified management should bepromoted in the whole marketing business field.