国际市场营销——大众汽车.ppt

国际市场营销——大众汽车.ppt2010级商务英语1班
小组成员:
小组分工:
Volkswagen
General introduction of Volkswagen AG
The history of Volkswagen
Enterprise culture and market analysis
Volkswagen's marketing strategy
Volkswagen petition and management
General introduction of Volkswagen AG
Volkswagen, which we know as a German automobile brand is actually a sub-brand of the Volkswagen AG group.
plete Volkswagen AG group consists of nine major automobile brands and is the third largest pany after Toyota Group and the General Motors group.
Sub-brands
Most of the people are known to just the Volkswagen cars, but it would be a surprise for them that brands like Audi, Bentley and hini are the sub-brands of this group.
Brand Structure
豪华车型
Development in the whole world
Development in China
The history of Volkswagen
Development in the whole world
1937-1945
In 1936, manded to produce cheap cars which were available for all the staffs.
In 1937, it was renamed as “Volkswagen”, which means “folks” in English.
And then in early 1938, the output of “Volkswagen” had exceed that of Ford.
1945-1949
After World War Two, “Volkswagen” was under the control of the United Kingdom.
In the mid-June of 1945, the Volkswagen Beetle was put into mass production.
1949-1960
Type 2 was put into production, which widen the corporation production line.
In 1956, an independent production base “Transporter” was established in Hanover.