Research On Marketing Strategy Of FAW-VW Audi Q3

As one of the important pillar industries of China's economy,the automobile industry has been more and more important for Chinese economy.In recent years,the rapid growth of China's auto industry has attracted the attention of almost all of the world's car brand manufacturers.All of the international automobile brands have settled in China gradually.Audi is the first brand going into the luxury brand market in China.Audi makes an outstanding performance in China's market and has firmly occupied the throne of the luxury car market.It develops in the rapid speed during 2010-2014;meanwhile China's passenger car market and luxury car market experience an explosive growth during this period.From 2014,China's economic situation has been changing quietly;it is the same with China's car market.There is a gliding of Audi's sales in 2015 compared to 2014.In this paper,the writer analyzes on the luxury car market,specifically on the compact SUV market and Audi Q3 model.The writer starts analyze the characteristics of the Audi Q3 production platforms,engines,gearboxes,technology,equipment and other products,then the sales volume,market share,competitor models shows the sales performance.Then the writer analyze the dealer price and MSRP of Audi Q3,profitability of Audi dealers and the relationship between dealers and Audi company,also the writer analyze the promotion of Audi Q3,and other dimensions.Through the analysis of the above dimensions to study the current status of the Audi Q3 models in the market,and put forward some problems existing in Audi Q3.After that,And the writer goes into the analysis of external and internal environment,clarifies Audi Q3's advantages,disadvantages,opportunities and threats via SWOT method.Through STP analysis,the writer gives conclusions on Audi Q3's market segments,target groups and product positioning.Finally the writer suggestson Audi Q3's combined marketing strategy.