Study On Integrated Marketing Communication Of SVW Automotive Company Premium Model From The Perspective Of Consumer Behavior

This paper is a case study on the integrated marketing communication of SVW C Model,which is the first premium passenger vehicle of SVW brand,in 2016.SVW is the oldest joint-venture passenger car company in China.This paper analyzes the process of how SVW responsed to the rapidly changed Chinese passenger car market.SVW introduced a totally new model in the C segment of the Chinese car market,C Model.To set up the competitive advantage in the new segment to keep the leading position of SVW in the total Chinese passenger car market.This paper reviews the development history of SVW in the Chinese market for more than 30 years from its establishment in 1984 to 2016.And introduces the basic background and market situation of the brand moving up strategy proposed by SVW in 2015.By analysis the exsisting consumer behavior of SVW and comparing with the furture high-end protencial consumer’s behavior from the perspective of the consumer behavior theory.Concluded the reason why the exsisting marketing communication stragety cannot be applied to the new product.After that this paper also describes the measurement which SVW took to improve the integrated marketing communication actions.Based on this case study,this paper analyzes the characteristic of the consumer oriented integrated marketing communication in both automobile and consumer goods industry.Discussed the advantage and disadvantage of using a new brand or using the exsisted brand to do the marketing communication.Proposing a general process of how to carry out an integrated marketing communication stragety for the brand moving up stragety.At present,the study of integrated marketing of passenger car industry in China is mainly in the macro level.Focusing on the traditional marketing management theories of 4P and 4C.Even in the field of consumer behavior study,they are also mainly focusing on the importance of the influence of consumer behaviors on the marketing communication.In this article,author will analyze the consumer behavior especially focus on the consumer psychology to discuss the integrated marketing communication strategy of SVW brand.And also gives the marketing communication suggestions for SVW when they are doing the integrated marketing communication of C Model – the1 st product to enter the high-end passenger vehicle market of SVW.