Research On Marketing Strategy Of FAW-VW Audi Q5L Model

In this thesis,the marketing strategy of the FAW-Volkswagen Audi Q5L(hereinafter referred to as Audi Q5L)was detailed studied,based on marketing theory.Since 2018,the sales volume of the Chinese automobile market has declined for the first time,and the overall market growth has gradually slowed down.In this market environment,the luxury car market has risen against the trend and achieved rapid growth.With the outbreak of the SUV model segment in recent years,medium and large luxury SUV segment market,especially the medium segment,as become a major battle for luxury brands.Audi Q5 L,as a brand-new replacement product of the Audi brand strategic model Q5,was considered to be greatly expecting since its launch.However,in the early time of launch,Audi Q5 L made a much lower market performance than expected,and it is losing the advantages in medium luxury SUV segment established by the original model.Therefore,the adjustment and optimization of Audi Q5L’s marketing strategy is of great significance.In this thesis,I first introduced the development history and great success of Audi brand in China,and showed the inherent advantages in Chinese luxury automobile brands.Through the thorough analysis of the current status of Audi Q5L’s sales,I found the shortcomings in product,price,sales strategy and marketing segment,which led to the consumers’ query,the sales volume encountering Waterloo,the market share being diluted,and quickly overtaken by other competitors.Trough the subsequent measures like discount promotion,the sales volume changed better.But the much lower price affected the unit profit,as well as lost the brand value of Audi.Through the analysis of the macro environment of the Chinese passenger car market and the marketing environment of the luxury SUV where Audi Q5 L is located in,I employed the SWOT model to clarify the strengths,weaknesses,opportunities and threats of Audi Q5 L in the market,and furthermore,proposed corresponding suggestions of marketing strategy adjustment and optimization,according to the STP marketing strategy and 4P theory.These propositions are aimed to strengthen the production strategy,stabilize the terminal price,protect the brand value,maintain a high profitability of unit as well as promote the sales volume in the terminal market,and hence,regain the leadership of Audi Q5 L in the B class luxury SUV market,and consolidate the advantages of FAW-Volkswagen Audi brand in Chinese luxury automobile.Meanwhile,it will also provide a valuable reference to the formulation of the Audi brand’s subsequent luxury SUV model sales strategy.