Research On The Marketing Strategy Of VOLVO Automotive Corporation In Chinese Market

Geely buying Volvo biggest challenge comes after the acquisition. Volvo ability tofall to the ground in China as soon as possible to open up the situation, to solve theproblem of new product development, marketing, and supporting facilitiesconstruction, Li Shufu team to face the practical problem，In this paper, in-depthstudy of marketing.First a brief introduction of China’s automobile industry and market developmentstatus:2011auto production and sales double over18million;1.6liters and belowpassenger car market steady; passenger car brands market share declined slightly;fuel-efficient vehicles to promote The effectiveness of the policy; further improveautomotive energy management system; further promote the pilot and demonstrationof new energy vehicles; economic benefits of achieving faster growth; furtherenhance the industrial concentration; auto exports hit a record high. Then shows thelocalization process of automobile joint venture brand luxury cars, the excellentsituation of the Chinese auto market booming sales, the contention of the luxury carmarket segment has become increasingly fierce. Then a brief introduction to theVolvo Car Corporation, Volvo Car Corporation was founded in1927and isheadquartered in Sweden, Gothenburg,1999, Volvo Car Corporation, Ford MotorCompany acquisition. In2010, Zhejiang Geely Holding Group Co., Ltd. acquired theVolvo Car Corporation. It is because of the special background of the Volvo, soeveryone fishes have such high expectations and concerns, I hope this company canbe grand in the Chinese market exhibition.Volvo Car Corporation, macro-marketing environment (PEST) analysis from thefollowing aspects: political environment, economic population, environment, socialand cultural environment, technological environment. And Volvo Car Corporation, the Chinese market from the strengths, weaknesses, opportunities and threats througha SWOT analysis can be judged, Volvo internal disadvantage is more serious, whilethe external opportunities and therefore should be initially considered OW transferstrategy to reduce the internal disadvantage, and seize the opportunity to achievefurther development. Chinese market, Volvo still has a lot of space to break through.Study of Volvo Car Corporation, Marketing STP strategy, combined with Volvo’sstatus quo, he should choose the target consumers in high-income, rational consumergroups, the middle class and pragmatic consumer groups. The characteristics of theseconsumers are: age30-50years old, well-educated, a decent job with a certain socialstatus, the rational consumer, have a certain economic base and stable state of mind,high brand loyalty.Volvo’s brand value is safety, environmental protection, design, people-oriented,Volvo Cars will maintain its usual luxury brand positioning, it also need to cast aside,to do a friendly luxury car brands. Volvo also can become a friendly luxury brand.Volvo will continue to strictly enforce the "Geely is Geely, Volvo is Volvo" policy.Channels and network management, on the one hand, the introduction of a newgeneration of S80and C70, C30personalized fashion models China, improve theVolvo brand. On the other hand Volvo can cancel the regional agency directly incharge of Volvo’s sales channels in China. Volvo’s sponsorship of promotionalactivities, thematic promotional activities, exhibitions and other means to demonstrateits social responsibility, the endless charm of its products and innovative, quality andtechnical strength, thereby enhancing the corporate reputation, and maintain acorporate image. In addition, Volvo is also special emphasis on sports marketing, theVolvo China Open, Volvo is actively implemented the embodiment of the sportsmarketing. Volvo in China’s cost advantage is obvious, and labor costs, procurementcosts, it is important compared with rivals such as Benz, BMW, Volvo, there is nohigh technology transfer fees, then the pricing strategy will be more flexible andcalm.