汽车营销策略分析1(4)

Abstract

Volvo main business of the company includes trucks, buses, construction equipment, shipping and industrial engines, aerospace and financial services several sections. The

company advocates "quality, safety and environmental protection" three core concepts, and it throughout in production, sales and service of process. One Volvo car because its security performance and brand influence in the global markets, so particularly prominent by numerous consumers.

But the face of the fierce competition environment, Volvo car ceaselessly by Benz, BMW, audi, such as a strong brand impact, add in brand positioning itself before errors in, their price advantage constantly challenged, market sales, market share fell.

Aiming at the face of car Volvo marketing environment and their own operating situation, the SWOT analysis, and found that the problem, formulate corresponding marketing mix strategy to solve the problem. Full text first simple introduction Volvo company profile and analyzes its automotive business advantages and disadvantages and facing opportunities and threats. Then through external environment, competitive environment, the consumption

environment, internal environment, factors are analysis on the basis of automobile marketing situation, found Volvo auto sales existing problems and the insufficiency, formulate corresponding to the existing problems of automobile marketing mix strategy.

Key Words：safety, rivals, Marketing strategy