沃尔沃亚太豪车国产化进入者市场营销策略研究
发布时间：2018-07-23 19:55
【摘要】：作为汽车生产大国的中国市场一直缺乏具有国际竞争力的豪车品牌。2010年沃尔沃汽车被吉利集团收购,中国成为沃尔沃的第二本土市场,中国市场的发展对沃尔沃品牌复兴将起着决定作用。随着中国汽车市场的不断成熟,越来越多的豪车品牌抢占中国市场。沃尔沃以其享誉全球的高安全性能被国内消费者和汽车爱好者所热衷。其战略目标是成为中国最受欢迎的豪车品牌之一,然而相对于它的核心竞争对手,已家喻户晓的奔驰和宝马豪车品牌,由于进入中国市场起步较晚,沃尔沃因此需要付出更多的努力。随着中国加入世贸组织及国内经济的迅速发展,行业外部环境已经发生汽车生产大的变化,中国汽车进口关税从80%降至25%,进口车需求量增加,豪车市场竞争加剧,而中国是全球发展潜力最大的汽车市场之一,如何开拓中国市场,规划创新的营销策略,达到其战略目标,这是沃尔沃汽车公司优先考虑的问题。本文针对沃尔沃汽车营销现状,选择波特五力模型、PEST模型对其内外界环境因素,包括技术、社会、政治经济等诸多因素,并综合汽车企业的消费市场因素,找出沃尔沃营销的关键影响因素,并对如何优化提升沃尔沃中国营销提出一些思路,即产品策略,价格策略,渠道策略与促销策略。沃尔沃汽车市场营销实施重点包括品牌形象重新构建、渠道管控等,进一步降低管理成本,提升品牌影响力。由于自2012年以后关于沃尔沃中国市场营销策略并无太多的研究,本文为VOLVO汽车收购五年后的战略目标设计较为详细的市场营销方案,所设计的营销方案同时能为类似的汽车企业尤其是跨国经营汽车企业的市场影响力的综合提升与发展提供较好的借鉴。
[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.
【学位授予单位】：上海外国语大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F416.471;F274
本文编号：2140475
[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.
【学位授予单位】：上海外国语大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F416.471;F274
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