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1.2.2 Research significance.2
1.3 Structure of the paper..3
Chapter Two Literature Review 5
2.1 Theories about promotion strategy 5
2.2 Michael porter five forces analysis..6
2.3 SWOT analysis 7
Chapter Three Analysis of Huachang 4S Store by Michael Porter Five Forces Model10
3.1 Introduction of Huachang 4S Store.10
3.2 Michael porter five forces analysis.11
3.2.1 Rivalry among existing competitors.11
3.2.2 Threat of the new entrants.13
3.2.3 Threat of the substitute products or services.14
3.2.4 Bargaining power of suppliers14
3.2.5 Bargaining power of buyers..16
Chapter Four SWOT Analysis on New Passat’s Promotion Strategy 18
4.1 Promotion activities of new Passat in Xuzhou Huachang 4S Store 18
4.1.1 Personal selling..18
4.1.2 Sales promotion18
4.1.3 Advertising 19
4.1.4 Public relations.20
4.2 SWOT Analysis 20
4.2.1 Strengths 21
4.2.2 Weaknesses 22
4.2.3 Opportunities 22
4.2.4 Threats 23
4.3 Matrix of the above SWOT Analysis 25
4.3.1 SO strategy25
4.3.2WO strategy26
4.3.3 ST strategy.26
4.3.4WT strategy27
Chapter Five Conclusion 28
References 30
Research on New Passat’s Promotional Strategies in Xuzhou Huachang 4S Store
Chapter One Introduction
1.1 General statement of the paper
In 1958, China produced the first car named “Dong Feng” independently, which opens the door of Chinese automobile manufacture. German Volkswagen Automobile Limited Corporation became the earliest to establish the joint venture -- Shanghai-Volkswagen Limited Corporation in the field of automobile industry after the official comments on “cars jointing” written by Den Xiaoping, the general designer of the reform and opening-up policy. Thanks to this great chance, China imported the Passat B2 and carried on standardized production. In China, Passat B2 is quite famous with its name “Santana”. Shanghai-Volkswagen Limited Corporation launched the 7th generation of Passat named “New Passat” to market in 2011. It devotes to occupying the medium car market with the slogan “With extraordinary manner, foregone the conclusion”. New Passat behaves well in the market, and it was re-appointed as the sales champion with more than 230,000 sales in 2013.
The speed of economic development and the domestic income level contribute to its sales. To push the economy, our country pays more attention to infrastructure construction and keeps on improve it. During the process of urbanization, large amount of external people are attracted to go to cities, raising the efficiency of labor and the output value of social labor directly. People make more money and have more ability to purchase the New Passat. At the same time, tense competition among cars with different brands still exists, especially among New Passat, New Magotan and New Accord in the B-Class market. The update circle of cars is short. What’s more, the competition environment is changeable. The opportunity for combat is there one minute, gone the next. How to use the advantages that have accumulated to hold the leader position keeps urging the New Passat make new promotion strategies. In this paper, the author takes Xuzhou Huachang 4S Store as an example by using Michael Porter Five Forces Analysis. SWOT analysis is also used to analyze New Passat’s promotion strategy. Later, enforceable SO strategy, ST strategy, WO strategy and WT strategy will bounced off the paper by the combination of internal and external four factors. At the end, the result can be easily applied to avoid the disadvantages by other Shanghai-Volkswagen 4S Stores.