Research On Marketing Strategy Of SAIC-Volkswagen

Nowadays,China has been the biggest car market in the world.There are almost all car brands in the market,every car company will consider China as a very important part in their business map to get a high market share in the world.Through the systematic marketing strategy research,aims to help in the competitive luxury car market,SAIC-Volkswagen can be based on and maintain the leading position in the Chinese market.With the launch of Phideon,SAIC-Volkswagen brand positioning will be extended to the luxury car market segment with Audi,BMW and Mercedes-Benz to the same level.As a new challenge,SAIC-Volkswagen has a congregation in Phideon the strategic significance of the brand have to face.As the object of this paper to study the above-mentioned Volkswagen,it's luxury car brand Phideon marketing strategy,using the positioning theory of Phideon positioning redefined,and a systematic analysis of SAIC-Volkswagen Phideon to find some problems in the marketing of the relevant marketing theory,brand culture,mainly marketing experience,marketing strategy planning to solve these problems,put forward the marketing promotion strategy integration of the SAIC-Volkswagen brand in the Phideon China luxury car market.Through detailed data and perfect analysis,looking for SAIC-Volkswagen's first luxury car,Phideon's marketing initiatives and winning the road for the Chinese car industry brand,especially luxury car brand to provide reference.