【摘要】：沃爾沃是世界知名的汽車品牌,公司經(jīng)營商品種類比較多,其中乘用車是沃爾沃公司重要業(yè)務之一,公司始終秉承“安全、品質(zhì)、環(huán)保”的生產(chǎn)與經(jīng)營理念,因此得到世界各地消費者的青睞。近年來,我國汽車的產(chǎn)銷量一直處于高位發(fā)展態(tài)勢,表現(xiàn)出了超強的市場潛力。但從品牌與技術(shù)方面來看,國內(nèi)的汽車工業(yè)還處在中、低檔次,國內(nèi)汽車企業(yè)想依靠自身的資源提升自己的競爭力非常困難。2010年8月浙江吉利控股集團成功完成了對沃爾沃汽車的收購,至此,沃爾沃這個世界品牌與中國汽車行業(yè)緊密地聯(lián)系到一起,大大提升了吉利集團在國內(nèi)的競爭力。但隨著我國汽車市場競爭的激烈程度加深,沃爾沃同樣受到奔馳、寶馬、奧迪等品牌的巨大沖擊,加上沃爾沃品牌剛剛落戶中國,還需要一定的適應期,截止2014年底沃爾沃在中國的市場占有率僅為5.4%,相對奧迪35%、寶馬28%和奔馳20%的市占率來說并不理想。本文是以內(nèi)蒙古地區(qū)為例,對沃爾沃乘用車市場營銷環(huán)境及經(jīng)營情況進行分析,找出沃爾沃內(nèi)蒙古經(jīng)銷商市場營銷存在的問題,并進一步針對沃爾沃乘用車營銷問題提出在內(nèi)蒙古的營銷組合策略,為沃爾沃在內(nèi)蒙古地區(qū)甚至全國范圍內(nèi)提高市場營銷質(zhì)量、提升市場占有率提供一定的借鑒。
[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.
【學位授予單位】：內(nèi)蒙古財經(jīng)大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F426.471;F274

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