沃尔沃乘用车内蒙古市场营销策略研究
发布时间：2018-09-14 09:55
【摘要】：沃尔沃是世界知名的汽车品牌,公司经营商品种类比较多,其中乘用车是沃尔沃公司重要业务之一,公司始终秉承“安全、品质、环保”的生产与经营理念,因此得到世界各地消费者的青睐。近年来,我国汽车的产销量一直处于高位发展态势,表现出了超强的市场潜力。但从品牌与技术方面来看,国内的汽车工业还处在中、低档次,国内汽车企业想依靠自身的资源提升自己的竞争力非常困难。2010年8月浙江吉利控股集团成功完成了对沃尔沃汽车的收购,至此,沃尔沃这个世界品牌与中国汽车行业紧密地联系到一起,大大提升了吉利集团在国内的竞争力。但随着我国汽车市场竞争的激烈程度加深,沃尔沃同样受到奔驰、宝马、奥迪等品牌的巨大冲击,加上沃尔沃品牌刚刚落户中国,还需要一定的适应期,截止2014年底沃尔沃在中国的市场占有率仅为5.4%,相对奥迪35%、宝马28%和奔驰20%的市占率来说并不理想。本文是以内蒙古地区为例,对沃尔沃乘用车市场营销环境及经营情况进行分析,找出沃尔沃内蒙古经销商市场营销存在的问题,并进一步针对沃尔沃乘用车营销问题提出在内蒙古的营销组合策略,为沃尔沃在内蒙古地区甚至全国范围内提高市场营销质量、提升市场占有率提供一定的借鉴。
[Abstract]:Volvo is a world famous automobile brand, the company operates a variety of commodities, among which passenger car is one of the important business of Volvo, the company has always adhered to the "safety, quality, environmental protection" production and business philosophy, So get the favor of consumer all over the world. In recent years, China's automobile production and sales have been in a high development situation, showing a strong market potential. But from the point of view of brand and technology, the domestic automobile industry is still in the middle and low grade. It is very difficult for domestic auto companies to improve their competitiveness by relying on their own resources. In August 2010, Zhejiang Geely Holdings Group successfully completed the purchase of Volvo cars. Volvo, the world brand, is closely linked to China's auto industry, boosting Geely's competitiveness at home. However, with the fierce competition in the automobile market in our country, Volvo has also been greatly impacted by brands such as Mercedes-Benz, BMW and Audi, and the Volvo brand has just settled in China, so it still needs a certain period of adaptation. Volvo had only 5.4 percent market share in China at the end of 2014, which is not ideal compared with Audi 35. BMW 28 percent and Mercedes-Benz 20 percent. Taking Inner Mongolia as an example, this paper analyzes the marketing environment and management of Volvo passenger cars, and finds out the problems existing in the marketing of Volvo dealers in Inner Mongolia. Furthermore, the marketing combination strategy in Inner Mongolia is put forward to improve the marketing quality and market share of Volvo in Inner Mongolia and even all over the country.
【学位授予单位】：内蒙古财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.471;F274
本文编号：2242374
[Abstract]:Volvo is a world famous automobile brand, the company operates a variety of commodities, among which passenger car is one of the important business of Volvo, the company has always adhered to the "safety, quality, environmental protection" production and business philosophy, So get the favor of consumer all over the world. In recent years, China's automobile production and sales have been in a high development situation, showing a strong market potential. But from the point of view of brand and technology, the domestic automobile industry is still in the middle and low grade. It is very difficult for domestic auto companies to improve their competitiveness by relying on their own resources. In August 2010, Zhejiang Geely Holdings Group successfully completed the purchase of Volvo cars. Volvo, the world brand, is closely linked to China's auto industry, boosting Geely's competitiveness at home. However, with the fierce competition in the automobile market in our country, Volvo has also been greatly impacted by brands such as Mercedes-Benz, BMW and Audi, and the Volvo brand has just settled in China, so it still needs a certain period of adaptation. Volvo had only 5.4 percent market share in China at the end of 2014, which is not ideal compared with Audi 35. BMW 28 percent and Mercedes-Benz 20 percent. Taking Inner Mongolia as an example, this paper analyzes the marketing environment and management of Volvo passenger cars, and finds out the problems existing in the marketing of Volvo dealers in Inner Mongolia. Furthermore, the marketing combination strategy in Inner Mongolia is put forward to improve the marketing quality and market share of Volvo in Inner Mongolia and even all over the country.
【学位授予单位】：内蒙古财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.471;F274
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