【作者】 陈磊；

【导师】 张婧；

【作者基本信息】 华中科技大学 ， 工商管理， 2016， 硕士

【摘要】 沃尔沃汽车2010年被吉利集团收购后,2011年在中国成立亚太总部,同时将中国作为其重点发展的市场。在2011年~2014年,沃尔沃汽车经过几年的发展与布局,在中国的销售业绩表现出色,连续增长。但是在2015年,沃尔沃在中国区销量不佳,其长期积累的一些问题,和外部竞争环境的加剧,导致了增长停滞。本文对沃尔沃汽车在中国区的市场推广策略、以及营销策略进行研究分析。在分析的过程中首先主要介绍了豪华汽车市场的现状,重点介绍各一线豪华品牌的营销策略,以及二线豪华品牌的发展状况,对沃尔沃中国市场的现有营销策略做出分析,找到当前存在的问题。包括产品更新换代缓慢、服务品质不如竞争对手、产品价格策略失误、市场反馈缓慢等。本文主要采用“提出问题-分析问题-解决问题”的研究模式,运用市场营销学、管理学、消费心理学理论与模型解释沃尔沃汽车在中国区市场营销策略中存在的问题,最后通过对沃尔沃未来产品线的规划预测以及新车型上市的营销规划,竞争策略,分析出如何在竞争极其激烈的豪华车市场为沃尔沃汽车打开新的局面。参考其他豪华品牌的市场策略,从品牌定位、消费者行为分析、竞争者分析、制定产品策略、营销策划等方面提出具体的可落地实施的市场及营销方案。同时对新媒体营销特点,提出了汽车营销中口碑营销与粉丝经济的概念;对新能源汽车带来的市场机遇,做出了初步预测。更多还原

【Abstract】 Volvo cars was acquired by Geely group in 2010,and established the Asia Pacific headquarter in China on 2011.From 2011 to 2014,Volvo cars China keep the high speed development on marketing and manufacturing footprint,and the sales was continuously increased during these years.But in 2015,the sales was stagnant due to the increased competition and internal issue of Volvo cars.This thesis is mainly focus on the sales and marketing strategy of Volvo China.In this thesis,firstly,we will introduce the luxury cars marketing status in China,include the first camp(Audi,Benz,BMW)and the second camp(other brands).Secondly,we do the analyze of current sales and marketing strategy of Volvo China,find issues such as the slowly model change year by year,lower performance than competitors on service and aftermarket fields,the fault of price strategy and the sluggish reaction of marketing change,etc.The way we used for research is “Raise question–Analysis it–Solve it”.We use the theory and model of Marketing,Management,and Consumer Psychology to explain the root cause of these issues.Finally,we make the prediction of product line of Volvo cars,make the marketing strategy and competitive strategy for new launch cars,and concludea solution to win the competitive advantage in luxury car market.We will refer the sales and marketing strategy of other brand,rely on the analyze result via theory,and conclude the specific action plan and advise from different dimensionalities,such as brand position,consumer behaviors analysis,competitor analysis,marketing activity planning,etc.Meanwhile,we have some discuss in new media marketing,especially for word-of-mouth marketing and fans economy.We also emphasize the opportunity of new energy cars market.更多还原