中国的快速发展，吸引了国际各大汽车品牌的加入。到2021年，一汽-大众奥迪进入中国已有31年。从第一代奥迪100投产，到现在累计销量超过660万辆，奥迪已经成为中国高档车销售的代表之一。随着经济的发展，汽车市场越来越成熟，竞争也越发激烈；新势力造车快速发展，对传统车企带来强力冲击，奥迪品牌正在面临前所未有的挑战。2021年1月23日，全新奥迪A3正式上市。全新奥迪A3是一汽-大众奥迪的重要销售来源和销量保证。过去，三代奥迪A3的成功已经见证了奥迪的成功，而第四代也仍然有维持销售的使命。经过4代的演变，奥迪A3已经逐渐成为全球高档车紧凑型细分市场的王者。

在本论文中，通过使用PEST分析法对奥迪面临的宏观环境进行分析，使用波特五力模型对奥迪的内外部竞争环境进行分析，使用SWOT分析方法识别奥迪A3面临的机遇、挑战、优势和劣势。最后针对当下的宏观环境、微观环境和企业自身的发展，为奥迪A3提出一系列的针对性的营销策略，围绕产品、价格、促销和渠道四个方面提出营销建议，以解决奥迪A3面临的营销问题。最后从企业战略、企业形象、人才培养三个方面提出建议，确保营销建议最终落地。奥迪A3整个分析过程和输出结果，为奥迪品牌在中国市场的销售增长提供了重要的支持。

China's rapid development has attracted the participation of major international automobile brands. By 2021, FAW-Volkswagen Audi has been in China for 31 years. Since the first generation of Audi 100 was put into production, the accumulative sales volume has exceeded 6.6 million. Audi has become one of representatives of China's high-end cars. With the development of the economy, the automobile market is becoming more and more mature, and the rapid development of new power car manufacturing, Audi is also facing unprecedented challenges. On January 23, 2021, the All-New Audi A3 was officially launched. The new Audi A3 is an important sales source and sales guarantee for FAW-Volkswagen Audi. The success of the past three generations of the Audi A3 has been a testament to Audi's success, and the fourth generation still has a mandate to keep sales going. After four generations of evolution, Audi A3 has gradually become the king of the global premium car compact segment market.

In this paper, PEST analysis is used to analyze the macro environment Audi is facing, Porter's Five Forces Model is used to analyze the internal and external competitive environment of Audi, and SWOT analysis method is used to identify the opportunities, challenges, strengths and weaknesses Audi A3 is facing. Finally, in view of the current macro environment, micro environment and the development of the enterprise itself, a series of targeted marketing strategies for Audi A3 are put forward, and marketing suggestions are made from the four aspects of product, price, promotion and place, so as to solve the marketing problems Audi A3 faces. Finally, suggestions are put forward from corporate strategy, corporate image and talent cultivation to ensure that marketing suggestions can finally be implemented. The whole analysis process and output results of Audi A3 have provided important support for the sales growth of the Audi brand in the Chinese market.