| National economic prosperity and the spending power of residents promoted therapid growth of consumer demand for cars, since2009, China has become theworld’s largest car production and sales market. The development of China’sautomobile industry has entered a new stage, mainly in the following aspects:1)residents’ income continue to increase, China is expected to continue to remain theworld’s biggest auto market position;2)customers personalized, differentiateddemand rising;3)with the development of automobile industry, infrastructureinvestment will continue to increase;4)automobile enterprises face more severecompetition in the market;5)domestic brand car enterprises competitiveness isimproving;6) the development of new energy vehicles are facing new opportunities.The change of industrial environment has brought new challenges and opportunitiesto the development of the automotive industry, automotive enterprises must adapt tochanges in the market, to meet the needs of users, in order to win the competition inmarket.In the automotive industry, product customization has important theoreticalsignificance and practical value, customer demand for personalized content willeffectively improve customer satisfaction, increase customer loyalty of products, toenable enterprises to establish and maintain a competitive advantage in thecompetition. In the domestic car companies, FAW-Volkswagen Audi brand firstbegan to order personalized production, provide preliminary personalization options.In2015, Chinese economic development has entered a new norm, the passenger carmarket environment, consumer demand for personalized, car enterprises competitionwill appear new characteristics, new changes. If FAW-Volkswagen Audi brand customization can meet the changing needs of customers, if Audi brandcustomization strategy can support the rapid development, is an urgent problem.This paper is divided into three parts: the first part carries on the analysis to theoperating status of Audi brand, risk and the problems existing in Audi, and analysesthe FAW-Volkswagen brand Audi simple customization and its problems. Thesecond part analyses the industry environment and the development trend of theFAW-Volkswagen Audi car. In macroeconomic environment, this paper makepolitics and economy, society, science and technology environment analysis byusing PEST; based on the developed countries experience and thousands of carownership conclusion index, this paper take the development trend of car industry,and analyses high-end car market competition environment. The third part, this paperuses the key external factors analysis, the key internal factors analysis, SWOTanalysis and quantitative strategic planning matrix are determined, give anddetermine the FAW-Volkswagen Audi brand customization strategy, at the sametime, from the product customization and high quality personalized service twoaspects to elaborate the FAW-Volkswagen deep customization strategy in thefuture.If personalized customization strategy can success, execution and support arecritical. In the third part, this paper analyses vehicle development, research needs,personalized assessment confirmed orders, parts supply, production, quality controland comprehensive analysis of the personalized customization strategy, given thecompany in the development of proposals to create personalized to meet the strategicresearch and development system, the construction of strategic suppliers, to meet thepersonalized construction of flexible production system, to create a personalizedstrategy personalized service. |
