Research On Marketing Strategy Of Volvo Passenger Car In Inner

VOLVO is the world’s leading automotive brands, the company’s main business of various types of more, which is one of VOLVO passenger vehicle business. The slogan is "Safety, Quality,Environmental Protection" so VOLVO passenger vehicle is preferred by all over the world.In recently, China’s automobile production and sales have been high level, showing a super marketing potential. However, in terms of brand and technology, the domestic auto industry is still in the low-level, the domestic auto companies want to rely on their own resources to enhance their competitiveness is very difficult. In August 2010, Zhejiang Geely Holding Group has successfully completed the acquisition of VOLVO, since then, the VOLVO brand in the world and China’s auto industry is closely linked together, greatly enhance the Geely Group, the country’s competitiveness. But as the intensity of competition in the automotive market deepened, VOLVO is also been a huge hit with Mercedes, BMW, Audi and other brands, and the VOLVO brand has just settled in China, but also requires a certain adjustment period, therefore, VOLVO’s market occupancy is not ideal,just for 5.4% until the end of 2014. But the occupancy in Mercedes is 20%,the BMW is 28%,and the Audi is 35%.This paper take the Inner Mongolia region as an example and analyse the marketing environment about VOLVO passenger vehicle. Then find out the problem on the VOLVO car brand dealer in Inner Mongolia. And for the issues raised passenger marketing mix strategy for VOLVO to improve the quality of marketing and market occupancy in the Inner Mongolia region until the country to provide a reference.