The Analysis Of Shanghai Volkswagen Marketing Mode And The Study On Its Marketing Strategy

With the rapid development of passenger car market and the increasingly enhancedconsumption potential in China, the competition among each passenger car manufacturersbecomes more and more fierce. The seller-oriented passenger car market in the past haschanged to today’s buyer-oriented passenger car market. Although sales profits of vehiclesare keeping falling, it still remains a highly profitable industry. The fierce competition inthe market makes marketing playing a such important role that all passenger carmanufacturers have to keep an very close eye on it to win the battle. Compared to otherforeign developed countries, our advantage lies not in technology and management, but inthe market. Thus, the marketing model and strategy innovation has become the new focusin the competition of the passenger car industry.The theoretical basis for the establishment of the marketing model was discussed inthis paper. Then, I used the PEST analysis model to analyze the current macroenvironment of the passenger car market and pointed out that China’s passenger carmarket has great potential for development, but the establishment of a passenger carmarketing model is still in the exploratory stage in China. Describing the change of themarketing model of Shanghai Volkswagen, I used the SWOT analysis model to analyze itsstrengths, weaknesses, opportunities and threats.Under the premise of a clear marketing strategy, the implementation of operationalstrategy becomes a top priority that has a great impact on marketing results. The researchof the marketing strategy, pricing strategy, distribution strategy of Shanghai Volkswagenhas great reference and study value in the development of China’s own passenger carbrands.