Since 1987 when Audi entered China, Audi car has made brilliant achievements in China. In the first stage of development (1987-2000), FAW-Volkswagen Audi kept strict control over product quality, vigorously pushed forward the product localization and established a perfect dealer network across the country. The moves enable FAW-Volkswagen Audi to obtain first-mover advantages and a symbol of high-level car in China. In the second stage of development (2001-2011), FAW-Volkswagen Audi launched a strategy of "localization of the whole value chain", i.e., realizing localization in product R&D, procurement, production, marketing and other links. The strategy allowed the quality to be more stable and the cost to be reduced effectively. In terms of product category, FAW-Volkswagen Audi has been keeping in step with Chinese consumers' habits and constantly introducing new localized models. In terms of brand construction, FAW-Volkswagen Audi put forward three core values: honorable, enterprising and dynamic, communicated Audi's brand image to consumers from product quality to marketing model and after-sales service through various ways. By virtue of the successful strategy and the employees' efforts, FAW-Volkswagen Audi has obtained overall advantages in whole industrial chain, defining the concept and image of Chinese "luxury car" in a real sense and an all-around manner. However, after 2012, new changes occurred in the overall industry environment. While FAW-Volkswagen Audi still ranked the first in Chinese luxury car market, the gap between it and the followers is shrinking; the consumers have transformed from the previous herd mentality and concern to basic functions to pursuit of individuation and differentiation; from 1987 to 2012, there have always been a lot of government and high-end business people who favored Audi A6L. Though Audi has launched a number of personalized and youthful products and expanded its product line, a deep impression of Audi as 'official car' still remains in the minds of most consumers. What is more, some new potential rivals, such as new energy car and Internet car, keep on emerging in Chinese market. In this condition, how would FAW-Volkswagen Audi deal with the challenges? This case describes the challenges and Audi's strategic choices at the gate of new era.

【書誌情報】

ページ数：26ページ

サイズ：A4

商品番号：HBSP-TU0100

発行日：2016/12/5

登録日：2017/11/20