Marketing Strategy Study Of Volkswagen Brand Imported Automobiles In China

This paper adopted Volkswagen Group Import Co., Ltd.(VGIC) and its popular brand Volkswagen(abbr. VW import) as research objects, conducting in-depth studies on VW import automobiles’ marketing strategies in China. The article started from the analysis on development situation and characteristics of VW import in C hina, described the nature and operating status of the company, introduced the relationship between VW import and VGIC, and made clear the market positioning, sales status and brand features of VW import in Chinese market. Next, this paper analyzed the marketing environment of VW import. In the aspect of macro environment, PEST model was used to analyze the condition of political environment, economic environment, social environment and technological environment in China. Through establishing comprehensive evaluation index system, making indexes being dimensionless, giving weight by using coefficient of variation method and calculating evaluation result, the dynamic change trend of macro environment was clear. In the aspect of micro environment, C hina imported automobile market and VGIC’s upstream and downstream marketing driving forces were analyzed. Then, the article discussed VW import’s existing marketing strategies adopted in China from four aspects including product, price, place and promotion based on the theory of 4P. Additionally, the implementation effects of existing marketing strategies were explained by calculating and analyzing the sales volume, market share, stock age, etc., at the same time its successes and problems were summarized based on SWOT analysis. Researches show that the choose of VW import ’s marketing strategies took the characteristic of C hina ’s environment into account, and they were very effective during the initial implementation period, but they have been increasingly unable to meet the new requirements under China’s new situation in recent two years. In this regard, the paper pointed out that VGIC should re-examine China’s marketing environment in the next phase, and optimize marketing strategies through compressing the product portfolio, strengthening the R&D and promotion of new energy vehicles, reducing product price appropriately, developing channel cooperation with joint ventures of Volkswagen, deepening clients’ data mining and integration, carrying out cross-cutting enterprise cooperation, in order to adapt China’s new environment.This paper conducted in-depth studies on VW import automobiles’ marketing environment and marketing strategies in C hina based on the theory of international marketing. O n the one hand, the article gave us an intuitive understanding about the change trend of VW import’s marketing environment in China as well as the choice, implement motivation and implement effect of existing marketing strategies which VW import adopted. O n the other hand, the article concluded the issues and optimization methods of VW import’s marketing strategies under the new situation, and provided a new way of thinking for VW import in order to strive for greater success in C hina’s market, which had a strong practical significance.