出口管理,德国大众的营销策略.ppt

Volkswagen Volkswagen Volkswagen,VW,founded in 1937 is one of the most famous car manufacturers in the world and the biggest one in europe.Its business can be founded all over the world .Its aim is to provide attractive,safe,environmental cars. To maintain its advantage, it has very strict standard. As a top car manufacturer and multinational corporation,VW is a typical model to other car manufacturers .Through the analysis of its business, we can learn a lot from it. Volkswagens development in China Volkswagens joint venture in China Since 1984,VW has invested more than 6 billion pounds in China. Volkswagen distribution in China Volkswagen Product Positioning Changes in perception and positioning of brand extension Positioning of brand extension changes perception ,it can meets different demands at the market in a low-cost and low-risk way. Regional control Volkswagen Group has set up a control structure covering the following four regions: Europe / rest of the market, the North American market, South American / South African market and the Asia-Pacific market and has 45 manufacturing plants in 18 countries around the world Volkswagen transnational business strategy Business Strategy Seize the emerging markets, maintain market share ?? Establish international strategic alliances ?? Localization of multinational companies ?? Customer-oriented strategy Customer-centric development strategy In 2000, Volkswagens global development strategy is based on customer-centric, this concept in the global market and the products and services have been fully reflected. Since 1998, the acquisition of Bugatti, Lamborghini, Bentley and Rolls-Royce, this idea is through to luxury cars and supercars production. By participating in the Swedish Scandia AB companys business, Volkswagen began to get involved in the field of heavy-duty trucks. Volkswagen Success Stories Analysis of global success: multi-brand strategy VW is already the worlds first, and its not reflec