Marketing Strategic Research On Lifestyle Of Shanghai Volkswagen

As the development of the times,especially after the second decade of21^th Century,the entire auto market is going to seek for change and focus on new business such as insurance,credit,online business,etc.At the same time,autoaccessories and lifestylehave become a kind of new business in order to enhance consumer experience,customer loyalty and brand image.Lifestyle is a part of accessories,but different from those specialized accessories such as seat cover,foot mat.Lifestyle is kind of product which is to illustrate brand,value and connotation of the car and has no direct connect with function and use of the car,such as key chain,cup,cloths and so on.From the first year when Shanghai Volkswagen started lifestyle business in2005,the growth of sales volume is slowing down in recent years,andthe awareness of lifestyle is low.Lifestyle is positioned in“Style”,but not fit for its product concept and display.Low sales increase and poor brand image are the main challenge which Shanghai Volkswagen faces.Marketstrategy of Shanghai Volkswagen lifestyle is the main object to study in this thesis.By means of interview,literature analysis,combination analysis of theory and practice and in combination with advantages and disadvantages of Shanghai Volkswagen lifestyle,considering the development status of lifestyle and the needs of the customers of Shanghai Volkswagen,a set of market strategy advices is proposed based on product positioning.This thesis is mainly divided into 5 parts.In the first part,the development status of lifestyle in Chinese auto market is briefly introduced and the industry competition is analyzed in comparison the development status of lifestyle of the similar auto enterprises and of the benchmarking auto enterprises in China.The second part analyzes the needs and preference of the market and the customer.The third part focuses on the development status of lifestyle of Shanghai Volkswagen and analyzes its marketing situation such as positioning,pricing,etc.,and a SWOT analysis and relevant advices are given based on the marketing situation.In the fourth part,there is a set of detail lifestyle marketing strategies in order of STP,product,pricing,promotion and place.The fifth part is a set ofrelevant method to ensure that the marketing strategies can be implemented.Auto enterprises are facing fierce competitions nowadays.As a kind of communication,lifestyle is taking great effort on product promotion,cultural propaganda and narrowingthe important role of customers.Lifestyle is going to be repositioned in this thesis.Relevant market advices on product,price,promotion and place will be given to enhance lifestyle business so as to achieve the target that lifestyle could be something which matches the brand,ideas,auto models and customers of Shanghai Volkswagen and finally to enhance brand image of lifestyle and help to increase the sales of auto and also to be a reference for domestic lifestyle development.