A Research Of Marketing Strategy Of Volvo Cars China

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.