Research On Marketing Promotion Strategy Of FAW-VW New Audi TT

With the China speed of economic development is gradually reduced,in the new normal economic growth rate of GDP below 7%,China's total vehicle market and premium market gradually entered from the previous stage,take-off period to the mature stage under low growth.But premium brands continue to invest in new products,expand production capacity and expand dealer networks to support future growth and win in this fierce competition.It is in this increasingly competitive market situation,the third generation of the new Audi TT as the Audi brand's most well-known sports car is equipped with Audi's cutting-edge design style and the latest technology into the Chinese market in 2015.In this paper,the current situation of the luxury car market,the Audi brand in Chinese development path as the background,analysis of the new Audi TT and Audi brand marketing current situation is done,to identify the current marketing problems of new Audi TT,as the product selling point is not clear,marketing resources and marketing costs low,the dealer marketing ability is weak,lack of publicity and continuity the rate of use.According to the analysis,this paper uses PEST model and Michael Potter's five forces model to analyze the new Audi TT internal and external marketing environment,a profound analysis of the new Audi TT compared with competitors of the advantages and disadvantages,and then summarized by SWOT model.In order to study how to promote the new generation of Audi TT in the current fierce competition in the luxury car market,we will realize the promotion of products,brand building and reputation maintenance.Study on the specific marketing strategy will be the result of STP analysis as a starting point,using the method of "4P",combined with the novel "4E" theory,from the product,price,place,promotion four aspects,aiming at the advantages and characteristics of new products for the Audi TT and the promotion of the marketing system systematic.Also focuses on the IMC,digital marketing and other emerging market feasibility,mode of operation and effect of the strategy.