Research On Marketing Strategy Innovation Of Audi Mid-size Car In China

As a foreign brand car,Audi has started a series of competitions with international and domestic competitors since it entered the Chinese market and established a foothold,enhanced product competitiveness and expanded market share.In order to further improve Audi’s marketing work in the new era,this paper has carried out special research on the innovation work of Audi mid-size cars in China’s marketing strategy.The main models of Audi mid-size cars sold in the Chinese market are the Audi A4L and A5.In particular,the early marketing performance of A4L is better,which is mainly due to the localization of the product.The other three general wins include improving the comparative advantage of its products.In particular,the comparative advantage in the technical field,on the basis of full investigation,to grasp and meet the needs of market customers,in the competition with rivals,always "know the known".In the research process,with the help of PEST,Porter Five Force Model,SWOT and other analysis methods,the system analyzes the macro environment,competition environment,opportunities and challenges,and the competitiveness and comparative advantages of enterprises.In particular,the STP theory is used to focus on the market positioning and target customer selection of the Audi A4L and A5 in China,which provides a basis for formulating the Audi brand mid-level sedan marketing strategy.Through research,this paper proposes that innovative marketing mainly aims to satisfy the differentiated experience of users,strengthen the advantages of brand assets,improve the marketing network,and innovate marketing methods.In the face of a new era,we must further do it.First,fully apply digital and intelligent networking technologies,and constantly strengthen the technological pioneering advantages of automotive products;second,strengthen marketing and product promotion and publicity,and keep pace with the times;The new format,combined with the change of consumption concept,realizes the narrowly-selling"selling products" to the broad-based "appreciation of products";the fourth is to actively guide automobile consumption,strengthen automobile technical services,focus on creating value for customers,and achieve win-win through customer enterprises.The sustainable development of the enterprise itself.These are all areas of marketing strategy innovation.The research results of this paper will provide certain theoretical support for the long-term marketing work of Audi A4L and A5,and bring some reference for the marketing of high-end brand cars with increasingly fierce competition.