Marketing Strategy Research Of FAW- -Volkswagen Audi A3 Sedan In Lanzhou

Looking over the luxury car market with so many brands and fierce competition in China, you will find it is undoubted that FAW Volkswagen Audi Company has been vibrant and on the leading position long occupied domestic luxury car market at the C grade, D grade and med-large SUV. However,with many new models of BMW, Mercedes introduced and gradually enriched the product line, the new situation of latecomer becoming the first are emerging at car market. In the competitive environment, the brand-market pattern of FAW Volkswagen Audi has been shown to be greatly changed after the way of force posture, coupled with gradually localization Volvo, Jaguar, Land Rover. How to keep and consolidate the position in luxury car market is a outstanding problem faced FAW-Volkswagen Automotive Company. For FAW-Volkswagen Automotive Company, the good way of grasping the initiative in competitive market is just to actively develop new segments of the market and introduce new models besides speeding up the upgrading of the original model of the Audi brand. So, in the situation, we see the Audi A3 sedan has been on the market—landing of China market’s first compact-class luxury car.Lanzhou, located in the western hinterland and radiated in the northwest, as a regional luxury car market in Gansu, is always paid great attention by FAW-Volkswagen Automotive Company. While relatively isolated backward, the place also indicates potential development of the market space. For example, there has been the local distribution of four Audi brand authorized franchised dealer in Lanzhou. FAW-Volkswagen Automotive Company and local brand agents regard Audi A3 car market as developing chance of extending the product line and opening new market, needing to take new marketing strategy in detail. With innovation new ideas of service marketing, this article, through analysis of the market situation and reasonable market positioning of the Audi A3, has studied and formulated the specific strategy and implementing plan of marketing, to provide the reference in theory and practice for the dealer and FAW-Volkswagen Automotive Company.