Research On FSW-VW Jetta Product Marketing Analysis And Improvement

After initial stage, development stage, peak stage, China automobile market has been into a well-developed status. Each stage of development has different market demands. Facing the changeable market needs, it has important guiding significance for FAW-Volkswagen-Jetta to optimize its marketing strategies, aiming to win a solid market position.This paper studies the marketing strategy of FAW-Volkswagen-Jetta, analyzing its current market position and present marketing situation, combining the Marco-development of automobile market and the developing state of market segment of Jetta. Basing on the 4P marketing theory, product life cycle theory, product positioning theory, some problems and reasons have been found from four aspects, product competitiveness, price competitiveness, channel sales and IMC.Through analysis, it is found that some problems still existed in the FAW-Volkswagen-Jetta. In terms of product, the target user group has been changed; the efficiency of product lifecycle management is low; the product definition and user’s requirement cannot be completely matched. In terms of price, pricing strategy needs to be completed; the stability of the actual transaction price gets worse after the Jetta putting into the market and price optimization system is unsound. In terms of integrated marketing, the brand image of Jetta needs to be innovated; secondary network is under-development; the sales ability of dealers needs to be improved; the communication pattern is quite unitary and should be cooperated with the whole sales campaign. In terms of channel sales, the quantity of the dealer network is insufficient. After finding out problems and reasons, this paper proposes adapted solutions for the product marketing of Jetta from enhancing products competitiveness, adopting the reasonable and flexible price strategy, improving the brand image and promoting channel sales ability, using the diversified marketing tactics.