沃尔沃乘用车内蒙古区域市场营销战略研究

摘要沃尔沃乘用车内蒙古区域市场营销战略研究摘要沃尔沃是世界知名的汽车品牌，公司主营业务各类比较多，其中乘用车是沃尔沃公司重要业务之一，公司提倡“品质、安全、环保”的生产与经营理念，因此得到世界各地消费者的青睐。近年来，我国汽车的产销量一直居高不下，表现出了超强的市场潜力。但从品牌与技术方面来看，国内的汽车工业还处在中、低档次，国内汽车企业想依靠自身的资源提升自己的竞争力非常困难。2010年8月浙江吉利控股集团成功完成了对沃尔沃汽车的收购，自此，沃尔沃这个世界品牌与中国汽车行业紧密地联系到一起，大大提升了吉利集团在国内的竞争力。但随着我国汽车市场竞争的激烈程度加深，沃尔沃同样受到奔驰、宝马、奥迪等品牌的巨大冲击，加上沃尔沃品牌刚刚落户中国，还需要一定的适应期，因此，沃尔沃的市场占有率并不理想。本文是内蒙古地区为例，对沃尔沃乘用车市场营销的环境及自向经营情况进行阐述，既抓住国内市场大环境这一共性，又对内蒙古这一区域的特殊性进行了关注，从沃尔沃在内蒙古地区营销的优势、劣势、机会及威胁等方面分析沃尔沃乘用车市场营销的现状，再通过沃尔沃汽车营销的内外环境的分析找出沃尔沃公司的市场营销存在问题的原因，并针对问题提出乘用车营销组合策略，为沃尔沃在内蒙古地区及至全国范围内提高市场营销质量和企业的竞争力提供一定的借鉴。关键词：沃尔沃汽车；乘用车；内蒙古汽车市场；市场营销战略AbstractABSTRACTVOLVOistheworld'sleadingautomotivebrands,thecompany'smainbusinessofvarioustypesofmore,whichisoneofVOLVOpassengerimportantbusiness,thecompanyadvocatesquality,safety,environmentalprotection,theproductionandmanagementphilosophy,sogetconsumersaroundtheworldofallages.Inrecentyears,China'sautomobileproductionandsaleshavebeenhigh,showingasupermarketpotential.However,intermsofbrandandtechnology,thedomesticautoindustryisstillinthelow-level,thedomesticautocompanieswanttorelyontheirownresourcestoenhancetheircompetitivenessisverydifficult.InAugust2010,ZhejiangGeelyHoldingGrouphassuccessfullycompletedtheacquisitionofVOLVO,sincethen,theVOLVObrandintheworldandChina'sautoindustryiscloselylinkedtogether,greatlyenhancetheGeelyGroup,thecountry'scompetitiveness.Butastheintensityofcompetitionintheautomotivemarketdeepened,VOLVOisalsobeenahugehitMercedes,BMW,Audiandotherbrands,plustheVOLVObrandhasjustsettledinChina,butalsorequiresacertainadjustmentperiod,therefore,VOLVO'smarketshareisnotideal.ThisistheInnerMongoliaregion,forexample,VOLVOpassengercarmarketingenvironmentandoperatingconditionstobesetforthsinceboththedomesticmarketenvironmentseizethiscommonality,butalsoonthespecialnatureofthisregionofInnerMongoliawereconcernsfromVOLVOPresentSituationVOLVOpassengercarmarketintheInnerMongoliaregionofmarketingmarketingstrengths,weaknesses,opportunitiesandthreats,etc.,andthenfindoutwhyVOLVO'smarketingproblemsbyanalyzingtheVOLVOmarketingandexternalenvironment,andfortheissuesraisedpassengermarketingmixstrategyforVOLVOtoimprovethequalityofmarketingandbusinesscompetitivenessintheinnerMongoliaregionuntilthecountrytoprovideareference.Keywords:VOLVO;passenger;InnerAutoMarket;MarketingStrategy目录目录第一章引言...................................................................................................................................51.1研究的背景和意义.............................................................................................................51.1.1研究的背景..............................................................................................................51.1.2研究的意义..............................................................................................................61.2研究的思路、内容和方法.................................................................................................61.2.1研究的思路..............................................................................................................61.2.2研究的方法..............................................................................................................6第二章市场营销战略基本理论综述.............................................................................................72.1营销理论............................................................................................................................72.1.1营销的定义.............................................................................................................72.1.2营销观念的演变与比较.........................................................................................72.2消费者购买行为理论........................................................................................................82.3STP理论........................................................................................................................102.3.1市场细分................................................................................................................102.3.2目标市场................................................................................................................112.3.3市场定位................................................................................................................112.44P营销理论.....................................................................................................................122.4.1“4P”营销理论的定义.............................................................................................122.4.24P理论的发展......................................................................................................12第三章沃尔沃乘用车市场现状及内蒙古区域SWOT分析.........................................................143.1我国汽车市场发展现状...................................................................................................143.2沃尔沃乘用车的发展现状..............................................................................................153.2.1沃尔沃公司简介...................................................................................................