国际市场营销大众汽车.ppt

国际市场营销大众汽车.ppt

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VolkswagenGeneralintroductionofVolkswagenAGThehistoryofVolkswagenEnterprisecultureandmarketanalysisVolkswagensmarketingstrategyVolkswagenbrandcompetitionandmanagementGeneralintroductionofVolkswagenAGVolkswagen,whichweknowasaGermanautomobilebrandisactuallyasub-brandoftheVolkswagenAGgroup.ThecompleteVolkswagenAGgroupconsistsofninemajorautomobilebrandsandisthethirdlargestautomobilecompanyafterToyotaGroupandtheGeneralMotorsgroup.Sub-brandsMostofthepeopleareknowntojusttheVolkswagencars,butitwouldbeasurpriseforthemthatbrandslikeAudi,BentleyandLamborghiniarethesub-brandsofthisgroup.BrandStructure豪华车型DevelopmentinthewholeworldDevelopmentinChinaThehistoryofVolkswagenDevelopmentinthewholeworld1937-1945In1936,Hitlercommandedtoproducecheapcarswhichwereavailableforallthestaffs.In1937,itwasrenamedas“Volkswagen”,whichmeans“folks”inEnglish.Andtheninearly1938,theoutputof“Volkswagen”hadexceedthatofFord.1945-1949AfterWorldWarTwo,“Volkswagen”wasunderthecontroloftheUnitedKingdom.Inthemid-Juneof1945,theVolkswagenBeetlewasputintomassproduction.1949-1960Type2wasputintoproduction,whichwidenthecorporationproductionline.In1956,anindependentproductionbase“Transporter”wasestablishedinHanover.1960-1980In1972,2,17,VolkswagenBeetlebroketheworldrecordinautomobileproduction.In1973,“Passat”wasputintoproduction.In1974,1,thefirst“golf”appears.Atthesameyear,thesportcarSciroccowasproduced.1980-1990In1983，theproductionofsecond-generationgolfstarted.1990-2000In1999,7,Lupo3LTDIcameoutandwasfamousforitsfuel-efficiency.2000-2003In2002,8,akindofLuxuryoff-roadvehicleswereputintomassproduction,whichmarkedthat“Volkswagen”enteredintoanewmarket.In2003,thefifth-generationgolfwasputintoproduction.Atthistime,itpaidmuchattentionondesign.DevelopmentinChinaIn1984,VolkswagenbegantoentertheChinesemarket.SinceenteringChinesemarket,VolkswagenhasbeenkeepinginleadingpositioninChinesecarmarket.FAW-VolkswagenSVW（ShanghaiVolkswagen）FAW-VolkswagensmainproductsareJettaseriescars,Audiseries,theBaolai（宝来宝来）seriesandGolfseriescarsEnterprisecultureandmarketanalysis1、CorporatecultureofVolkswagenTorespectdemocratic、FreedomHonesty、AbidancebylawEquality、DiligenceandThriftinessQuality、Service、Pursue2、MarketanalysisofVolkswagenVolkswagenSWOTanalysisVolkswagensmarketingstrategyTargetmarketingisalsocalledSTPmarketingorSTPtrilogy,viz.marketsegmentation,choosingtargetmarket,andmarketpositioning.Intheintegratedconceptofmarketing,4Preferstoproduct,price,place,andpromotion.ThesuccessofVolkswagenGroupinChinaisduetoitsrelatedSTPstrategyand4PstrategycombinedwithChinesemarket.TheStrategy2018focusesonpositioningtheVolkswagenGroupasaglobaleconomicandenvironmentalleaderamongautomobilemanufacturers.TheyhavedefinedfourgoalsthatareintendedtomakeVolkswagenthemostsuccessfulandfascinatingautomakerintheworldby2018.FourgoalsVolkswagenintendstodeployintelligentinnovationsandtechnologiestobecomeaworldleaderincustomersatisfactionandquality.Thegoalistoincreaseunitsalestomorethan10millionvehiclesayear;inparticular,Volkswagenintendstocaptureanabove-averageshareofthedevelopmentofthemajorgrowthmarkets.Volkswagenintendstoincreaseitsreturnonsalesbeforetaxtoatleast8%soastoensurethattheGroupssolidfinancialpositionandabilitytoactareguaranteedevenindifficultmarketperiods.Volkswagenaimstobecomethetopemployeracrossallbrands,companiesandregions;thisisnecessaryinordertobuildafirst-classteam.StrategiccharacteristicsFocusinginparticularontheenvironmentallyfriendlyorientationandprofitabilityoftheirvehicleprojectsTheiractivitiesareprimarilyorientedonsettingnewecologicalstandardsintheareasofvehicles,powertrainsandlightweightconstruction.serviceconceptInaddition,theywanttoexpandtheVolkswagenGroupscustomerbasebyacquiringnew,satisfiedcustomersaroundtheworld.Andtheyaimtoincreasesatisfactionamongtheirexistingcustomers.Keyelementsincludestandardizingprocessesinboththedirectandindirectareas.DisciplinedcostandinvestmentmanagementExampleTakethestrategyofShanghaiVolkswagenasanexample:

1,Marketconditions2,Productstatus1,MarketconditionsFromthefirstSantanacarsuccessfulassembling,Afternearly20yearsofcarefullybuildMotorcycletypealmostcoverseachcarpriceandmeetdifferentsegmentsofthemarketdemandWithintensedevelopmentofmarketcompetition,althoughShanghaiVolkswagensproductssalesarecontinuouslyimproving,andatpresentmaintaintheproductionandsalesatthefirstplace,Marketsharehavedeclined,especiallyinthe