The Sales Promotion Research Of Shanghai-Volkswagen Rapid In Shenyang Market

With the fast development of Chinese economy and sharp increase of demand for automobiles, the competition in auto industry is becoming extremely intense with new types of autos emerge in an endless stream. It's an issue of all concern for most marking staffs in auto industry to formulate promotion strategy with pertinence and regional characters to increase sales volume and market share for new types.This essay takes Shanghai-Volkswagen Skoda Rapid came to market in 2013 as an example and generate a promotion strategy suitable to Shenyang market with the support of life cycle theory. First of all, an analysis has been done about inner and outer environment including market circumstances, customer demand, product analysis and inner environment analysis itself. Then, according to promotion mix and integrated marketing theory, different promotion strategies have been made in introductory, growth and mature phases respectively, but four aspects are mainly discussed, ie, advertising, public relation activities, sales promotion and personal selling. Finally, to ensure effective implementation of promotion strategy, promoting organizational function will be clarified, training and stimulation of personal selling will be strengthened and budget management and effect evaluation will be completed.This essay is not only the summary and improvement of promotion strategy for Rapid in introductory phase in Shenyang, but also helps to directly apply promotion strategies in growth and mature phases to practical work in order to boost sales and market share. In the meantime, it also plays an important role of reference to promote new types of automobiles after launch in the future.