| As a car manufactory country,China has a lot of cars,however,there has been a lack of competitive luxury car brand.Geely got acquisition of Volvo Car Group in 2010.As Volvo’s second local market,the development of Chinese market will be the key to the revival of the Volvo brand.With the development of Chinese auto market,more and more luxury brands enter Chinese market.Volvo is world-renowned as its high level of safety with products beloved by Chinese consumers and car enthusiasts.Its strategic goal is to become one of China’s most popular luxury auto brand,however,compared with its main competitors Mercedes and BMW,they have already set luxury car brand in-depth,as the new entrant,Volvo will have to make more efforts.With China’s join in WTO,the external environment has undergone great changes,Chinese import car tariff decreased from 80% to 25%,import car sales volume increased,there is more and more fierce competition in luxury car market.China is one of the world’s largest potential auto market.How to develop Chinese market for the aggressive marketing strategies to achieve its goals is Volvo car’s primary problem.This paper adopts PEST analysis model,Porter’s five force model analysis,etc.,to describe marketing status Volvo market environment,such as political,economic,social and technical environment,based on the description of domestic and global auto industry competitive environment,enterprise resources and capabilities analysis to identify Volvo’s problems and reasons existed in Chines market.At the same time,this paper proposed a number of recommendations for how to optimize marketing of Volvo China’s marketing,namely product strategy,pricing strategy,channel strategy and promotion strategy.Volvo Cars marketing implementation priorities includes rebranding promotion based business systems and optimization of business processes and system to enhance channel management,improving dealer’s sales and service level.Further optimize cost management capabilities,improve brand influence.There is not too much research of Volvo China market strategy since 2012,this article provides ideas for Volvo Cars China Five-year Plan related marketing strategy after acquisition by Geely,but also for other auto OEM especially other similar enterprises in transnational business to develop new market,seek survival and development providing a good reference. |
