Research On Brand Management Strategy Of Volvo Automobile In China Market

With the change of M-type social economy and the progress of science and technology,the industrial structure of the domestic automobile industry is undergoing new changes.In the luxury automobile market,the situation that foreign brand automobiles dominate the world is changing before,and the market share of domestic brand automobiles has been rising steadily since 2015.In addition to reflecting the unique social and economic phenomena,this unique automobile consumption market can also see how foreign brand automobiles can further expand the domestic market,which has certain challenges.How to carry out brand management in the Chinese market is an urgent need to study.This thesis takes Volvo Car’s brand management in China as the research object,and discusses how to position the brand,brand marketing,brand equity and brand tracking of quasi-luxury foreign auto brands in the Chinese market.The goal is to explore the relevant factors of brand management strategy.Establish a proper theoretical framework for brand management strategies and use cases as a theoretical framework for verification.In order to achieve this research goal,first of all,in order to make the research more targeted and organized,the paper first puts forward the problems to be solved in the background analysis process,so as to sort out the reasonable research context around these problems.And the basic theory of brand management that can be applied to the thesis is expounded.Secondly,this paper uses the in-depth interview method in qualitative research as the basis of the thesis,through in-depth interviews with Volvo car brand management and related persons of brand users.It is supplemented by the collection of secondary data to further explore the current status and existing problems of Volvo Car’s domestic brand management.Finally,it analyzes and summarizes the decisive factors and steps that influence the company’s development of brand management strategies to Kotler’s The four major processes of strategic brand management are the framework,which optimizes the original Volvo car brand management.The research results of this paper show that Volvo Car’s current brand management in China still has certain problems,mainly in the aspects of brand positioning and brand marketing.Enterprises lack a systematic brand management model.Volvo’s previous brand positioning has always been based on safety.However,in the M-type society this year,simply using "safety" as a selling point has been unable to succeed in the market.Therefore,this paper suggests that Volvo Car should be a "quasi-luxury" car as the new one.Positioning,while emphasizing the "safe" brand image,we must also establish the most cost-effective car in terms of comfort and functional enhancement.At the same time,we need to increase brand marketing efforts and adopt a variety of innovative brand promotion strategies.Work on brand asset management and tracking.In short,in today’s automotive market,brand management and strategy have always been valued by enterprises.Excellent product management and strategy can not only enable the company to grow itself,but also bring its brand value into the enterprise,so that the general public can understand it.Enterprises and brands,the research of this article can become an experience model that Chinese domestic luxury car companies can learn from.