The Research Of Volvo Car Distribution Company For Strategy Of Marketing

Firstly,this paper analyzes the development of Chinese automobile market in recent years,and the development of Volvo cars Distribution Company in Chinese market,and its status in the premise of the rapid development of the luxury car market.Through the STP analysis,4Ps marketing theory,PEST analysis and other analysis methods,the problems which bound the development of Volvo cars Distribution Company in China are found,and the solution of marketing strategy through a series of adjustment methods is also discussed.Since entering the Chinese market in 1984,Volvo cars Distribution Company has experienced from the development of the representative office with single sales function to regional headquarters to cover all the functions.In 2010,with the Zhejiang Geely Holding Group completed the acquisition of 100% stake in Volvo,Volvo becomes the first luxury car brand owned by the Chinese people.After the completion of the layout of the domestic manufacturing base,with the luxury car market demand continues to increase,Volvo’s sales in China increased year by year.In 2013,Volvo sold 61,146 units in China,45.6% year on year.In 2014,the annual sales reached 81,221 units,an increase of 32.8%.With the 2015 luxury car market overall into slow growth trend,Volvo only sold 81,588 units,an increase of 0.04%,and the ranking in the luxury car market dropped from the fourth in 2014 to the sixth.Relying on several old products hit the market these years,Volvo launched the all new XC90 in the summer of 2015 based on the new SPA platform.Although it is good enough to challenge other brands competitors,but because of various reasons XC90 failed to achieve the company’s established sales targets.As is known as the world’s safest cars,Volvo has 89 years of history since its establishment.In the brand development process,dozens of innovative technology have been launched,and many technology not only changed the history of the automobile,but also changed the world.Through the analysis,the problems are found and analyzed and the solutions are also discussed in order to achieve the final sales target and expand the brand influence in China and even all over the world.