Research On Marketing Strategy Of FAW-volkswagen Golf Cars

With the further development of China’s market economy, national incomecontinues to rise, people’s living standards improve, the country of14million peoplesolve the basic problem of existence, reached a preliminary comfortable standard ofliving. The country solved the basis of the "food and clothing problems ", and" liveand traffic issue " is becoming the focus of social concern. During these, cars cominginto family become the society landmark event,influencing small as individuals, largeas impacting on the nation.The period of2008-2012, China’s auto consumption market had huge change infive years, the automotive market change is not just reflected in the total consumptionof yearly increments, but also the main consumer market by the official carturnaround to the private car market. The market share of central large car is changingto economical compact car.Also China has too much on consumer attitudes, whichare all for the rapid growth of China’s auto market providing an opportunity.You can clearly see, the original occupying the forefront of China’s auto salesGuangqi Honda and Toyota has been instead of compact sedan the Ford Focus,Volkswagen Jetta, Volkswagen Lavida are the outstanding representation, and thetotal volume was tens of thousands of rank growth annually. Former State official carhas been transformed into private car sales accounted for more than85%, the car hasbeen surly entered the family, as one part of people’s traffic life. In addition, alongwith the National Compact encourage policies on small displacement cars-purchasetax of10%down to half, or7.5%, nearly five years this promote the automotivemarket development with high speed. The city road traffic planning is imperfect, andinternational domestic oil prices continue to rise, all of these are making theautomotive market change to small and medium sized. Therefore, hatchback carmarket has become a new growth point and the major car manufacturers focus onintense competition. The main automobile consumption is also spread to the younger, high IQ crowd. They know how to seek their own values, and they have bothcooperative and environmental protection concept. They are the supporters ofcontainable development of society and individual. When they buy a car, they moreconcerned about the cost, comfort, power, safety and environment protection andenergy, all these directly procure high quality hatchback market has gradually becomethe main consumer product. This features is closer to the developed countries.In1974Volkswagen wanted to change the situation of a single model Beetle,designed and manufacture of compact hatchback family car Golf. This car hasdeveloped the sixth generation introduced into China, and China will continue toproduce the next generation of models, Golf is The most popular models ofVolkswagen Group, market ranked third in the world, the first in hatchback..Volkswagen sixth generation Golf car is a joint venture car between GermanyVolkswagen and China FAW. FAW-Volkswagen Automotive Company Ltd.introduced Golf A6by the research and development of domestic production.FAW-Volkswagen Automotive Co., Ltd. is China’s first start in accordance with themodernization of economies of scale passenger car industry base. In2003the fourthgeneration Volkswagen Golf was introduced into China, but due to people’sconsumption concept and automotive markets mature, Golf A4in the country becamea praised cars but lose in market. In2009, FAW-Volkswagen Golf VI (referred to asgolf A6below) in the Chinese market.Golf A6in body structure, space, power, safetyand handling performance, etc. aspects have greatly improved, using the mostadvanced Volkswagen TSI engine and DSG gearbox, power and economy areadvanced a lot. Golf A6also use a large number of laser welding and thermoformingsubstrate. This car achieve the maximum five-star safety rating in Europe.A mature auto market of developed country has an important feature, thehatchback car become one of the first important options of the family. This is also theroot reason, why golf hatchback is the most popular car in the world. Chinese autohatchback market matures and consumers have more rational consumption concept.how to make this world-class golf to be Chinese auto market hatchback benchmark, isan important issue of FAW-VW and Germany VW.Based on the golf car in the world, China’s history, development and current situation overview, in-depth analysis of the sixth generation Golf Car macroMarketing environment, the competitive environment analysis. Using a combinationof qualitative and quantitative methods, analyzing the golf A6consumer groups,buying behavior analysis, constituting golf fractionize car sales market, the choice oftarget market, and make the product positioning strategy and pricing policy, andfinally through the product advertising and promotion, experiential marketinganalysis and strategy formulation, discussing the successes of Golf A6, provide areference for the next generation of golf marketing, and provide the futuredevelopment of our country compact hatchback valuable experience.