沃尔沃汽车中国市场发展战略分析
发布时间：2018-12-17 20:13
【摘要】：诞生于北欧的豪华汽车品牌,在2010年被中国民营企业成功收购,实现了汽车企业首次海外并购。沃尔沃是老牌的汽车制造企业,此次收购的沃尔沃汽车是该品牌旗下一个分支,有着庞大的家族背景,辉煌的过去,几经易主的曲折历程,也同样伴随着经营的困扰和平淡的业绩。随着国际经济的风雨变幻,中国这一新兴市场的快速崛起,国际汽车也开始迈进中国时代,沃尔沃汽车与中国市场千丝万缕的联系,成为这一品牌复兴的重要契机。本文围绕沃尔沃汽车如何确立在中国市场的竞争优势为研究对象,通过运用企业战略管理的理论和方法,综合对中国汽车市场的环境因素分析,以及沃尔沃汽车自身的优劣势分析,研究沃尔沃汽车在这一新兴市场所能够依赖的资源条件,以及如何调整布局以更好地适应市场需求,从而探索沃尔沃汽车中国市场发展战略的制定。本文共分为五章。第一章介绍研究的背景和目的。第二章简要介绍了战略管理的相关理论,文章所运用的SWOT分析、PEST分析等战略制定工具,以及本文研究的技术路线。第三章着重运用SWOT分析方法,针对沃尔沃汽车在中国市场中的外部环境和内部条件进行分析,通过矩阵组合确立沃尔沃汽车发展思路。第四章是依据SWOT分析所得结论,探讨沃尔沃汽车在中国市场的品牌战略、本土化战略、产品开发战略、市场营销战略等四个方面的选择和发展方向。第五章分析了实施战略所需的资源和保障。
[Abstract]:The luxury car brand, born in northern Europe, was successfully acquired by Chinese private enterprises in 2010, realizing its first overseas acquisition. Volvo is an old car manufacturer. The Volvo car, a branch of the brand, has a huge family background, a glorious past and a tortuous process of changing hands. Also accompanied by the business troubles and flat performance. With the change of international economy and the rapid rise of China, the international automobile is also stepping into the era of China. Volvo car and Chinese market are inextricably linked, which becomes an important opportunity for this brand to revive. This paper focuses on how to establish the competitive advantage of Volvo car in Chinese market. By using the theory and method of enterprise strategic management, this paper synthetically analyzes the environmental factors of Chinese automobile market. As well as the analysis of the advantages and disadvantages of Volvo cars, the research on the resource conditions that Volvo cars can rely on in this emerging market, and how to adjust the layout to better meet the needs of the market. In order to explore the Volvo auto market development strategy in China. This paper is divided into five chapters. The first chapter introduces the background and purpose of the research. The second chapter briefly introduces the related theories of strategic management, the SWOT analysis, PEST analysis and other strategic making tools used in this paper, as well as the technical route of this paper. The third chapter focuses on the use of SWOT analysis method to analyze the external environment and internal conditions of Volvo cars in the Chinese market and establish the development ideas of Volvo cars through matrix combination. According to the conclusion of SWOT analysis, the fourth chapter discusses the choice and development direction of the brand strategy, localization strategy, product development strategy and marketing strategy of Volvo car in China. The fifth chapter analyzes the resources and security needed to implement the strategy.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F272;F416.471
[Abstract]:The luxury car brand, born in northern Europe, was successfully acquired by Chinese private enterprises in 2010, realizing its first overseas acquisition. Volvo is an old car manufacturer. The Volvo car, a branch of the brand, has a huge family background, a glorious past and a tortuous process of changing hands. Also accompanied by the business troubles and flat performance. With the change of international economy and the rapid rise of China, the international automobile is also stepping into the era of China. Volvo car and Chinese market are inextricably linked, which becomes an important opportunity for this brand to revive. This paper focuses on how to establish the competitive advantage of Volvo car in Chinese market. By using the theory and method of enterprise strategic management, this paper synthetically analyzes the environmental factors of Chinese automobile market. As well as the analysis of the advantages and disadvantages of Volvo cars, the research on the resource conditions that Volvo cars can rely on in this emerging market, and how to adjust the layout to better meet the needs of the market. In order to explore the Volvo auto market development strategy in China. This paper is divided into five chapters. The first chapter introduces the background and purpose of the research. The second chapter briefly introduces the related theories of strategic management, the SWOT analysis, PEST analysis and other strategic making tools used in this paper, as well as the technical route of this paper. The third chapter focuses on the use of SWOT analysis method to analyze the external environment and internal conditions of Volvo cars in the Chinese market and establish the development ideas of Volvo cars through matrix combination. According to the conclusion of SWOT analysis, the fourth chapter discusses the choice and development direction of the brand strategy, localization strategy, product development strategy and marketing strategy of Volvo car in China. The fifth chapter analyzes the resources and security needed to implement the strategy.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F272;F416.471
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