沃尔沃乘用车内蒙古区域市场营销战略研究.doc

沃尔沃乘用车内蒙古区域市场营销战略研究 摘要 ABSTRACT VOLVO is the worlds leading automotive brands, the companys main business of various types of more, which is one of VOLVO passenger important business, the company advocates quality, safety, environmental protection, the production and management philosophy, so get consumers around the world of all ages. In recent years, Chinas automobile production and sales have been high, showing a super market 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 Chinas auto industry is closely linked together, greatly enhance the Geely Group, the countrys competitiveness. But as the intensity of competition in the automotive market deepened, VOLVO is also been a huge hit Mercedes, BMW, Audi and other brands, plus the VOLVO brand has just settled in China, but also requires a certain adjustment period, therefore, VOLVOs market share is not ideal. This is the Inner Mongolia region, for example, VOLVO passenger car marketing environment and operating conditions to be set forth since both the domestic market environment seize this commonality, but also on the special nature of this region of Inner Mongolia were concerns from VOLVO Present Situation VOLVO passenger car market in the Inner Mongolia region of marketing marketing strengths, weaknesses, opportunities and threats, etc., and then find out why VOLVOs marketing problems by analyzing the VOLVO marketing and external environment, and for the issues raised passenger marketing mix strategy for VOLVO to improve the quality of marketing and business competitiveness in the inner Mongolia region until the country to provide a reference. Keywords: VOLVO; passenger; Inner Auto