Reseach On Marketing Strategies Of Joint-ventured Auto Brands

Along with the rapid growth of national economy, people’s demand of quality life is becoming higherand higher, the cars gradually get into people’s daily transportation system. In China, the auto market haveblowout phenomenon in recent years. In the face of China’s booming auto, foreign auto makers have anolive branch to the Chinese auto industry, auto industry in China, a joint venture brands constantly emerge,plus domestic car brands, the auto industry marketing produced very big change. In order to adapt tochanging market demand, Shanghai Volkswagen has been the introduction of a new model of competitive,at the same time provide personalized service, to improve the whole competition ability of ShanghaiVolkswagen brand.This paper, taking Shanghai Volkswagen Lavida car as the research object, combined the marketingmanagement theory and the joint venture brands marketing practice, and then, analyzed the currentmarketing situation of Shanghai Volkswagen Lavida automobile and the problems appeared in the processof marketing. and combining with Shanghai Volkswagen company facing the macro and micro environment,and analyzes the overall marketing environment faced by joint venture brands, SWOT analysis, find out thejoint brand cars in our country facing the opportunities and threats, and joint venture brand itselfweaknesses, advantages, existing summary in the domestic market environment, policy support for thedrastic competition of similar products, Shanghai Volkswagen car must be combined with their own brands,such as after-sales service advantages to detailed analysis of the Lavida car series products, productpositioning, target market, market segmentation to determine the marketing strategy of ShanghaiVolkswagen Lavida car, in the aspect of product strategy, mainly from set up the overall product concept,improve product performance, several aspects such as appreciation for additional product to develop;Pricing strategy is mainly to guide consumers to cultivate. Values. On the distribution strategy, and putsforward various sales promotion plan to stimulate consumers to buy. By optimizing the marketing theory,this paper designed a set of suitable for Shanghai Volkswagen Lavida automotive products marketingstrategy plan and train of thought.This paper analysis in seven aspects: the first part: through the author’s thinking, this paper isdiscussed the research background, research method, purpose and significance, main content and way ofthinking framework, the innovation points of this paper and deficiencies. The second part: mainly elaborates the marketing related theory knowledge, including the definition of marketing and the evolutionof marketing theory, foreign related theory, summarize the domestic related theories were reviewed. Thethird part: the main research at present, China’s auto market environment, including macro marketenvironment, the joint venture brands marketing status quo. Lavida auto marketing present situation,including the Lavida, external analysis, internal analysis and SWOT analysis. The fourth part: this partmainly introduces the Shanghai Volkswagen LAVIDA series of car marketing strategy, mainly from theShanghai Volkswagen LAVIDA positioning, Shanghai Volkswagen, Shanghai Volkswagen LAVIDAmarketing target LAVIDA marketing strategy three aspects to carry on the analysis, marketing strategyincluding product strategy, brand marketing strategy, pricing strategy, promotion marketing strategy and soon. The fifth part: mainly introduces Lavida automobile marketing strategy implementation suggestion.Including set up the marketing idea of take the customer as the center, strengthen the lavida branddissemination and communication, strengthen the marketing team construction and management,strengthen customer resource management, the development of relationship marketing. The sixth part:mainly introduces Volkswagen lavida is worthy of reference for China’s auto industry. Including thedeficiency existing in the auto industry in our country, our country automobile industry marketing problemsand the reasons, joint venture brand is worthy of reference for domestic place, etc. The seventh part:through the Shanghai Volkswagen LAVIDA automobile marketing strategy research, to summarize thefilm paper, it is concluded that sales of the products must aim at the needs of the customers, set up perfectmarketing competition strategy; Brand is the strategic height of an enterprise, the use of theinternationalization of the brand vision, to build internationally competitive Chinese brands; Lavidacontains a huge brand, has the obvious competitive advantage.Through the research of Shanghai Volkswagen LAVIDA (LAVIDA) automobile marketing strategy,this paper hopes to provide some valuable reference to joint brand cars in China’s overall marketing.