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In late June of this year, Shanghai Volkswagen has cut prices for the first time, up to a maximum of 10,000 yuan. In the same month, the important events associated with Shanghai Volkswagen included the 2004 Beijing International Automobile Exhibition and a decision of the International Olympic Committee that the Volkswagen Group has won the title of global partner for the 2008 Beijing Olympic Games. It should be said that price cuts are just a card for Shanghai Volkswagen to deal with the market. Shanghai Volkswagen executives said that only with changes can we keep up with the ever-changing market. Shanghai Volkswagen will do so in the future. Shanghai Volkswagen's dependence on differentiation in the future from January to April this year, statistics on 13 state-owned key enterprises in the automotive industry show that the inventory of auto finished products has now risen sharply. Some media have concluded that the buyer’s market for China’s autos has already taken shape, and this fact will put pressure on Shanghai Volkswagen. Faced with the ever-increasing market competition and the constantly changing market environment, is it that Shanghai Volkswagen, the industry leader, is really only able to reduce prices for its own sake? In this regard, the outside world has also commented on one after another - with different perspectives, to find a most reasonable reason for Shanghai Volkswagen's price cuts. However, if it is not necessary to judge the price reduction as a means of competition, we may also understand it as the result of enterprise cost management. This is because of the fact that a single price approach has never been recognized by the market. Looking at the interaction between Shanghai Volkswagen over the past 20 years and the consumer market, the vast majority still depends on differentiated multi-brand management, product technology and quality improvement, product pre-sales to after-sales service, etc. With this constant change and development, Shanghai Volkswagen gradually gained the right to speak in the market. In today's year-by-year update of the Chinese auto market, Shanghai Volkswagen will undoubtedly change with the changes in the market. Dare to compete with international counterparts on the same station Taiwan's import volume and value of goods in the first five months of this year increased by 9.7% and 37% respectively from the same period of last year. However, before 2005, China will completely abolish the import quota management of automobiles. These two news are not new news, but they all show the same problem with the buzz of the 2004 Beijing International Auto Show, which means that the relationship between domestic automakers and international auto companies is already on the same platform. , started direct competition. In this regard, Shanghai Volkswagen's starting speed is relatively much faster. The first batch of POLO exported to Australia on November 28 last year was one of the results of continuous exploration. Now, the word "globalization" has a high exposure rate. There are also many ways to explain this word. If we only look at POLO "globalization," from the beginning of the "global simultaneous listing" to the first time at the same price in the country. In the international market sales, this is less than two years, the meaning of POLO “globalization†has already changed greatly. It is expected that the qualifications of the Olympic partners will bring more relevant persons to believe that in the Chinese automobile market, a new round of competition will be launched under another "rules of the game". At this time, the qualifications of the Olympic Games global partners have also brought new opportunities for Shanghai Volkswagen. Shanghai Volkswagen linked this to the price adjustment strategy. Its spokesman said in response to a reporter’s question: “This price adjustment is part of our strategy for the Olympics. It is planned and step by step... We will also Fully integrating the spirit of solidarity, cooperation and sharing demonstrated by the Olympics, we are committed to building our own corporate culture and values ​​so that the brand's soft power and competitiveness of Shanghai Volkswagen will be greatly improved." We felt from the words of the Shanghai Volkswagen spokesman. Their corporate culture is still in the "cultivation" phase, which seems to be a matter of course, because the development of things always follow the steps and laws. From another perspective, Shanghai Volkswagen's consistent adherence to technology, services, and brands is obvious to all. They have also maintained a leading domestic level in many aspects and have always been able to obtain a very good market reputation in terms of products and services. Regarding the price reduction, some commentators believe that Shanghai Volkswagen, which has an important position in the car market, will lower its current price system in the Chinese auto market and bring a rational return to the Chinese auto market price. Therefore, we have more reason to regard Shanghai Volkswagen's price and other changes as another sensitive and rapid response to changes in the overall market trend. Source: Beijing Entertainment News