Research On E-Commerce Marketing Strategy For FAW-VW Audi Brand

In recent years,the domestic automobile sales and consumption of daily automotive necessities has grown year by year.China has been the world's leading automobile consumption country for a long time.With more and more international automobile brands entering the Chinese market and internet enterprises emerging to develop and produce vehicles,the entire automotive industry competition has become increasingly intense.The traditional sales model of physical dealers is stuck into bottleneck,the automotive marketing model needs a revolutionary change.The implementation of e-commerce marketing and the development of own e-commerce marketing brand is becoming the direction and breakthrough point for many of the domestic automobile enterprises.In this thesis,I will make analysis and research on the automobile marketing management by taking FAW-Volkswagen Audi Brand as the research object.Through studying on the rapid development of domestic and foreign automotive e-commerce environment as well as the status quo of Audi brand,I found out Audi dealers become more homogeneous on sales and service.So how should Audi brand optimize the sales model to meet the future trend and find more oppotunities? This article will start from the analysis of the current Audi brand positioning and target consumers to find out the essential causes of customer loss,explore the user experience-oriented e-commerce process,and try to provide a new automobile purchase channel to reinforce the brand competitive advantages in the automotive market.The establishment of online all-touch points eco chain and digital retail system gives Audi brand more development space for both sales and brand building.The results show that with the development of e-commerce marketing,users experience the product more intuitive,in other words it can help users understand a product in a more simple way.With a good experience,the user's loyalty will be enhanced and that's also where we are distinct from others.Its purpose is to help users choose cars,look at cars,and ultimately enter their own and third-party platform order cars online and then take over cars ofline.We can also say e-commerce is building a platform for car observation and ordering.This new and innovative sales model will also help Audi brand increase brand exposure,obtain more sales leads and improve vonversion rate from awareness to purchase in multi-scenes both online and offlines.With the rapid development of the Internet and mobile Internet platform,the major automobile brand OEMs and dealers are investing more on online media communication.The new communication model can realize all-round and multi-dimensional product exposure,extend the time of advertisements that audiences accept.As a new channel,the automotive e-commerce platform can attract more potential customers and existing customers,use large data analysis to analyze the massive user data stored on the platform to judge their behaviors so as to reach customers more precisely and improve sales conversion efficiency.Thus it can be seen: This article is to provide constructive solutions for the FAW-Volkswagen Audi e-commerce marketing strategy and the construction of FAW-Volkswagen Audi's e-commerce marketing platform.We need to guide customers to form the habit of ordering car online and attract perspectives to visit online stores.