【摘要】：作為汽車生產(chǎn)大國的中國市場一直缺乏具有國際競爭力的豪車品牌。2010年沃爾沃汽車被吉利集團收購,中國成為沃爾沃的第二本土市場,中國市場的發(fā)展對沃爾沃品牌復(fù)興將起著決定作用。隨著中國汽車市場的不斷成熟,越來越多的豪車品牌搶占中國市場。沃爾沃以其享譽全球的高安全性能被國內(nèi)消費者和汽車愛好者所熱衷。其戰(zhàn)略目標(biāo)是成為中國最受歡迎的豪車品牌之一,然而相對于它的核心競爭對手,已家喻戶曉的奔馳和寶馬豪車品牌,由于進(jìn)入中國市場起步較晚,沃爾沃因此需要付出更多的努力。隨著中國加入世貿(mào)組織及國內(nèi)經(jīng)濟的迅速發(fā)展,行業(yè)外部環(huán)境已經(jīng)發(fā)生汽車生產(chǎn)大的變化,中國汽車進(jìn)口關(guān)稅從80%降至25%,進(jìn)口車需求量增加,豪車市場競爭加劇,而中國是全球發(fā)展?jié)摿ψ畲蟮钠囀袌鲋?如何開拓中國市場,規(guī)劃創(chuàng)新的營銷策略,達(dá)到其戰(zhàn)略目標(biāo),這是沃爾沃汽車公司優(yōu)先考慮的問題。本文針對沃爾沃汽車營銷現(xiàn)狀,選擇波特五力模型、PEST模型對其內(nèi)外界環(huán)境因素,包括技術(shù)、社會、政治經(jīng)濟等諸多因素,并綜合汽車企業(yè)的消費市場因素,找出沃爾沃營銷的關(guān)鍵影響因素,并對如何優(yōu)化提升沃爾沃中國營銷提出一些思路,即產(chǎn)品策略,價格策略,渠道策略與促銷策略。沃爾沃汽車市場營銷實施重點包括品牌形象重新構(gòu)建、渠道管控等,進(jìn)一步降低管理成本,提升品牌影響力。由于自2012年以后關(guān)于沃爾沃中國市場營銷策略并無太多的研究,本文為VOLVO汽車收購五年后的戰(zhàn)略目標(biāo)設(shè)計較為詳細(xì)的市場營銷方案,所設(shè)計的營銷方案同時能為類似的汽車企業(yè)尤其是跨國經(jīng)營汽車企業(yè)的市場影響力的綜合提升與發(fā)展提供較好的借鑒。
[Abstract]:The Chinese market, which is a major auto producer, has been short of internationally competitive luxury brands. In 2010, Volvo was acquired by Geely Group and China became Volvo's second home market. The development of the Chinese market will play a decisive role in the revival of Volvo brand. With the continuous maturity of China's auto market, more and more luxury car brands occupy the Chinese market. Volvo is popular with domestic consumers and auto enthusiasts for its worldwide high-safety performance. Its strategic goal is to become one of the most popular luxury car brands in China, but compared to its core rivals, the well-known Mercedes Benz and BMW luxury brands have started relatively late in the Chinese market. Volvo therefore needs to do more. With China's accession to the WTO and the rapid development of the domestic economy, great changes have taken place in the external environment of the industry. China's import tariff on automobile imports has been reduced from 80% to 25%, the demand for imported cars has increased, and competition in the luxury car market has intensified. China is one of the most potential automobile markets in the world. How to develop the Chinese market, plan innovative marketing strategies and reach its strategic goal is a priority issue for Volvo Motor Company. In view of the current situation of Volvo automobile marketing, this paper chooses Porter's five-force model and pest model to analyze its internal and external environmental factors, including technical, social, political and economic factors, and synthesizes the consumption market factors of automobile enterprises. This paper finds out the key factors of Volvo marketing, and puts forward some ideas on how to optimize and promote Volvo China marketing, that is, product strategy, price strategy, channel strategy and promotion strategy. The emphasis of Volvo automobile marketing implementation includes brand image reconstruction, channel control, etc., to further reduce management costs and enhance brand influence. Since there has not been much research on Volvo's marketing strategy in China since 2012, this paper designs a more detailed marketing plan for the strategic objectives of VOLVO five years after its acquisition. The designed marketing scheme can also provide a good reference for the comprehensive promotion and development of the market influence of similar automobile enterprises, especially multinational automobile enterprises.
【學(xué)位授予單位】：上海外國語大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F416.471;F274

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