Research On The Brand Image Building Strategy Of “Refined Recommendation”of FAW-VW Sales Co.,LTD

With the economy continues to improving and people's living level gradually improving,consumer demand for cars also increasing,second-hand car market is gradually changing as consumers know.Although compared with the mature markets abroad,second-hand car market in China started late,but all the transaction data showed that the used car market in China is in rapid development stage,gradually to mature markets.Especially from this year,China's auto industry of new car market growth rate dropped significantly,while used car into the development of the fast lane,pull function on the overall auto market has become increasingly obvious.FAW-VW Audi in 2004 launched the "AAA" used cars,and the used car business,but due to multiple factors such as domestic policies and market at that time,the business has not big leap.FAW-VW Audi in 2009 upgraded the new strategic for used car,and "Refined Recommendation" as a child of the Audi brand arises at the historic moment.Through six years of development,"Refined Recommendation" has become a leading brand of high-end second-hand car.But as the independent used-car dealership large-scale layout,VCF fuelled the rise of the Internet platform of the used car,the visibility and reputation of manufacturers' used car brands are suffering from the unprecedented impact and challenges.Therefore,how to promote "Refined Recommendation" brand awareness and reputation is what we study the core.Based on material collection of used car market development status,comprehensive analysis of the domestic used car competition,actual needs research of FAW-VW 'Refined Recommendation',and detailed analysis of the industry and the competitive environment,this article analyzes how to practice brand building for'Refined Recommendation' from brand market positioning,product analysis,target customer group,and competitive brand contrast analysis.First of all,this paperstudied 'Refined Recommendation' brand development experience and shaping process.It is concluded that the existing brand channel awareness is low,the transmitted content is not clearly expressed,no effective interactive communication with customers,and can't touch the core of potential customers needs and pain points.Secondly,through SWOT analysis,it is concluded that 'Refined Recommendation'future brand image creation needs individualized differentiation route.To be more accurate and clear on the target customer group and gradually to the high-end users for a potential target.For image building,continue to inherit the parent brand value and develop brand positioning suitable for used car.Maintain on distinguished,professionalized and perceptual route to solve customer pain points in the process of buying used car and build a bridge of trust between each other.Finally,on the media communication,continue to optimize the existing channels,expand social media,take layer marketing and deep content marketing as the main body to strengthen the soft content development,form on word-of-mouth effect.At the same time,it is necessary to further study used-car market,provide brand promotion funds,strengthen the construction of marketing team,and give full play to the linkage of the network channel dealers in terms of brand promotion to guarantee the implementation of the'Refined Recommendation' branding strategy.