| Abstract:China has been the top one in the world’s car production and selling for three consecutive years. In recent China, the continuous improvement in small-medium cities’economy and living standards, makes consumers more pursue in luxuries, especially in imported vehicle with high-end and customized advantage. China’s huge market, to the most of Automotive group, occupies the location of strategic importance. These giants have paid more focus to China’s high demand. However, market share of imported car have been declining since the second half of2012. The Auto giants, Volkswagen is facing awkward situation as well. Not only slow growth in the developed cities, but also low Network coverage in less developed cities, does lead to poor performance in market. Shanghai Volkswagen, as a joint venture, owning a dense distribution network channels in nationwide, faces many challenges from external and internal factors. The similar values and development plan, make it possible to cooperate in imported car market. They have in common request for upgrading escalation and expanding network support capabilities.September2013, Volkswagen (China) Sales Co., Ltd. and Shanghai Volkswagen jointly announced to start a strategic cooperation, in part by Shanghai Volkswagen authorized dealer, selling some series of imported Volkswagen cars. The cooperation is involved in126authorized distributors, covering different scales of cities in nationwide. In first settled batch, the products involve five models in total, including luxury flagship SUV, Touareg; business versatile vehicle, Multivan; Multifunctional universal MPV, Sharan; stylish class A, Scirocco coupe and new Beatles. The promoters of the event, Mr. Su Weiming, owing the Multiple identities as the vice executive president of Volkswagen Group (China), Director and Executive Vice President of Volkswagen Group, Chairman of Volkswagen (China) Sales Co., Ltd., Vice Chairman of Shanghai Volkswagen, inspirited and promoted this channel change with daring ideas and broad vision. The giant-giant combination can make it possible, that not only expand network with lowest cost, achieving economies scale achievement with resources sharing, but also gradually enhancing product network of Shanghai Volkswagen.Topic of this paper is based on the background above. First, the paper analyzes the necessarity of strategic cooperation between two sides. Secondly, the article analyzes external environment, internal resources and competitive situation, once SVW promotes the business of imported car. With the help of SWOT analysis, PEST analysis tools, the paper analyze the strength, weaknesses, opportunities and threats. Based on the analysis results above, the paper presented marketing model for Shanghai Volkswagen imported cars-"shop in shop" model. That means that two business circles achieve "resource sharing and advantages complementary ", basing on the same platform. Through re-adjusting market positioning, clarifying marketing organizational structure, building overall marketing strategy, putting forward some countermeasures and suggestions from many angles, like price, resource, channel and etc, he paper provides strategic advice for Shanghai Volkswagen imported car business going forward in the positive direction. It also provides references and suggestions for long-term cooperation. |
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