Research On The Marketing Strategy Of FAW-Volkswagen Audi In The Post-Epidemic Era

Since 2020,the outbreak of COVID-19 has had a huge impact on the global market economy.As one of the real manufacturing industries,the automobile industry has been seriously affected.As the world’s largest automobile market,China’s automobile production and sales have been greatly affected by the epidemic.According to the registration data of CPCA,24.24 million cars were newly registered nationwide in 2020,1.53 million fewer than in 2019,down 5.95% year on year.Audi,as one of the leading luxury car brands,has achieved remarkable results in China despite the impact of the epidemic in the first half of 2020,which owing to the targeted marketing strategy adjustment by the Audi group management.Therefore,FAW-VOLKSWAGEN Audi has been focusing on how to maintain or even improve its position in China’s luxury car market in the post-epidemic era,and the core of this problem is marketing strategy.As we all know,marketing strategy plays an important role in the brand positioning,image building,sales and aftersales business development of an automobile brand.This paper analyzes how to accurately grasp the marketing strategy of FAW-Volkswagen Audi in the post-epidemic era.Research of this paper starting from combing the classical and basic theories of marketing,then the marketing related literature at home and abroad were summarized,and then pointed to the car market marketing of the literature is reviewed,on this basis,the analysis of the outbreak of the economic and social impact and influence on automobile market.In order to more accurately understand automobile market,a questionnaire survey is conducted.On the basis of understanding the background of automobile market,this paper analyzes the external and internal environment of FAW-VOLKSWAGEN Audi marketing and its marketing ability.Then,the competitiveness of FAW-VOLKSWAGEN Audi is studied,which includes five-force model analysis,existing competitive strategy analysis and SWOT analysis,so as to have a clearer understanding of the source of competitiveness of FAW-VOLKSWAGEN Audi.On this basis,a series of effective marketing strategies and implementation guarantee are designed to enhance the popularity and recognition of Audi brand,build and optimize Audi brand culture,and finally make Audi brand recognized and favored by more consumers.Practice has proved that FAW-VOLKSWAGEN Audi has ensured its continued success in the Chinese market by rapidly adjusting its brand marketing strategy in the post-epidemic era.I hope this paper can provide reference for more automobile brands in marketing strategy study.