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1.2 Research objectives and research significance
1.2.1 Research objectives
Through the research on Shanghai Volkswagen New Passat’s promotion strategy in Xuzhou Huachang 4S store, author finds that five forces are included in a certain industry: threat of the new entrants, threat of the substitute products or services, bargaining power of buyers, bargaining power of suppliers and rivalry among existing competitors. To analyze the five forces, the pressure of competition will get recognized. This helps to relieve the pressure which has more impact on Huachang 4S store itself. What’s more, the author finds weakness, opportunities and threats in the next step. Then, four factors will be combined in four pairs as the following: SO, ST, WO and WT. These four matches are efficient strategies. Other Shanghai-Volkswagen 4S Stores can apply these strategies to their 4S Store and as a model for promotion strategy.