Research On FAW-VW Marketing Model Innovation Path Selection

In recent years,with the increasing consumption level of Chinese residents,automobiles have gradually become the necessities of people’s lives,and the passenger car market in China has also witnessed sustained high-level growth.International automobiles have paid more attention to China’s automobile market.They have seized the Chinese market by means of sole proprietorship,joint venture,import and so on.In addition,with the rise of their respective domestic automobile brands,the competition in China’s automobile market has become more and more severe.Each automobile manufacturer is competing to launch new products,expand production capacity,passenger car market from the past seller’s market to the present buyer’s market.The fierce market competition makes every manufacturer not only pay attention to the development of new technology and the promotion of products,but also put marketing in an increasingly important position.Only by giving full attention to the market strategically can we win vitality and remain invincible in the fierce market competition.At the same time,the automobile terminal consumption market has also undergone great changes with the development of China’s economy.Firstly,young people have gradually become the main consumers in the market,and younger people have become the new characteristics of automobile consumption.Secondly,the rapid development of Internet technology has changed people’s living and consumption habits,and people can easily get information about products and markets through the network media.The market has become increasingly transparent,which has a great impact on the traditional automobile marketing model.Therefore,in the turbulent and complex automobile market environment,the traditional passenger car marketing model has been unable to meet the rapidly changing needs of the market.Automobile enterprises must carry out marketing work more flexibly and adjust their marketing mode quickly to meet the needs of market development around the changeability of the current market environment.Passenger car marketing mode is facing transformation.As an evergreen tree in China’s passenger car market,FAW-Volkswagen has been in the leading position in China with its strong brand influence and product competitiveness.With the fierce competition in the market,FAW-Volkswagen must speed up the innovation of marketing mode,adapt to the current rapidly changing market situation and take the lead in the new market competition environment if it wants to seize the dividend of the rapid development of the current market and maintain the status of the current market leader.Through the analysis of the current FAW-Volkswagen marketing model,combined with the current development trend of the automobile market,this paper hopes to analyze and study the problems faced by the current passenger car marketing model in the new market development stage and consumption environment.At the same time,it puts forward relevant solutions for the innovation of FAW-Volkswagen marketing mode,provides reference for the innovation and development of FAW-Volkswagen marketing mode,and also provides reference for the development of new marketing mode of automobile industry and automobile enterprises.