Research On Relationship Marketing Strategy Of ’Magotan’ For FAW-volkswagen Sales Company, Ltd.

As one of the important industries that drive the growth of China’s GDP,the auto consumption market has experienced a rapid growth in recent 10 years and slowing down for next 5 years.The companies did not get rapid rise in profits with the continuous expansion of the automobile market,but more fiercely competition about the production,sales and service fields.As one of the most important brands of the FAW – Volkswagen,"Magotan" have been sold of 1,024,411 vehicles since entered the Chinese market in 2007,and kept the top three positions of the B class car market share for a long time,has made outstanding contributions for the FAW-Volkswagen sales and profit targets.In the post-market era,the core competitiveness of the automotive marketing has shifted from product centric to customer centric by service.Who can win the favor of more customers,who will be the winner.To win customers,understanding of them will be a good start,try the best to collect customer information,and then close the distance by rich interactive means,promote new customer turnover,improve the satisfaction and maintain loyalty of old customer,so as to promote the transformation from "buy" to "loyalty" and "love" of customers.This will promote the companies to innovate the traditional marketing concept,and establish a scientific system.By the help of the IT system,make full use of modern concepts to sale more cars and maintain owners,develop relationship marketing effectively.The GDP steady growth by about 6.7% in 2016,and the industrial policy still support the automobile market,the government continued to promote the autoconsumption from multiple angles,and increased support for new energy vehicles,but for the B-class market,due to cannot get subsidies and policies,is expected to remain intense competition.But by analyzing the current situation of FAW-Volkswagen " Magotan " relationship marketing,starting from the analysis of B-class car market environment and target customer groups,SWOT analysis and design of relationship marketing strategy in order to help FAW-Volkswagen to solve the present problems,and deal with the marketing pressure.We can find out some new models and new methods to solve the problems at the same time.The relationship marketing can help us to understand customer needs better,effectively promote the potential customer turnover,and to provide more targeted and personalized services to improve customer satisfaction and loyalty,and then provide more potential customers through word-of-mouth effect.At the same time,relationship marketing can help us to improve marketing efficiency,reduce marketing costs,thereby improve the profitability of dealers.These studies have certain reference value and practical guidance to other brands in the automotive industry,and this is of significance for promoting the industry growth healthily and consistently.