【摘要】：誕生于北歐的豪華汽車(chē)品牌,在2010年被中國(guó)民營(yíng)企業(yè)成功收購(gòu),實(shí)現(xiàn)了汽車(chē)企業(yè)首次海外并購(gòu)。沃爾沃是老牌的汽車(chē)制造企業(yè),此次收購(gòu)的沃爾沃汽車(chē)是該品牌旗下一個(gè)分支,有著龐大的家族背景,輝煌的過(guò)去,幾經(jīng)易主的曲折歷程,也同樣伴隨著經(jīng)營(yíng)的困擾和平淡的業(yè)績(jī)。隨著國(guó)際經(jīng)濟(jì)的風(fēng)雨變幻,中國(guó)這一新興市場(chǎng)的快速崛起,國(guó)際汽車(chē)也開(kāi)始邁進(jìn)中國(guó)時(shí)代,沃爾沃汽車(chē)與中國(guó)市場(chǎng)千絲萬(wàn)縷的聯(lián)系,成為這一品牌復(fù)興的重要契機(jī)。本文圍繞沃爾沃汽車(chē)如何確立在中國(guó)市場(chǎng)的競(jìng)爭(zhēng)優(yōu)勢(shì)為研究對(duì)象,通過(guò)運(yùn)用企業(yè)戰(zhàn)略管理的理論和方法,綜合對(duì)中國(guó)汽車(chē)市場(chǎng)的環(huán)境因素分析,以及沃爾沃汽車(chē)自身的優(yōu)劣勢(shì)分析,研究沃爾沃汽車(chē)在這一新興市場(chǎng)所能夠依賴的資源條件,以及如何調(diào)整布局以更好地適應(yīng)市場(chǎng)需求,從而探索沃爾沃汽車(chē)中國(guó)市場(chǎng)發(fā)展戰(zhàn)略的制定。本文共分為五章。第一章介紹研究的背景和目的。第二章簡(jiǎn)要介紹了戰(zhàn)略管理的相關(guān)理論,文章所運(yùn)用的SWOT分析、PEST分析等戰(zhàn)略制定工具,以及本文研究的技術(shù)路線。第三章著重運(yùn)用SWOT分析方法,針對(duì)沃爾沃汽車(chē)在中國(guó)市場(chǎng)中的外部環(huán)境和內(nèi)部條件進(jìn)行分析,通過(guò)矩陣組合確立沃爾沃汽車(chē)發(fā)展思路。第四章是依據(jù)SWOT分析所得結(jié)論,探討沃爾沃汽車(chē)在中國(guó)市場(chǎng)的品牌戰(zhàn)略、本土化戰(zhàn)略、產(chǎn)品開(kāi)發(fā)戰(zhàn)略、市場(chǎng)營(yíng)銷(xiāo)戰(zhàn)略等四個(gè)方面的選擇和發(fā)展方向。第五章分析了實(shí)施戰(zhàn)略所需的資源和保障。
[Abstract]:The luxury car brand, born in northern Europe, was successfully acquired by Chinese private enterprises in 2010, realizing its first overseas acquisition. Volvo is an old car manufacturer. The Volvo car, a branch of the brand, has a huge family background, a glorious past and a tortuous process of changing hands. Also accompanied by the business troubles and flat performance. With the change of international economy and the rapid rise of China, the international automobile is also stepping into the era of China. Volvo car and Chinese market are inextricably linked, which becomes an important opportunity for this brand to revive. This paper focuses on how to establish the competitive advantage of Volvo car in Chinese market. By using the theory and method of enterprise strategic management, this paper synthetically analyzes the environmental factors of Chinese automobile market. As well as the analysis of the advantages and disadvantages of Volvo cars, the research on the resource conditions that Volvo cars can rely on in this emerging market, and how to adjust the layout to better meet the needs of the market. In order to explore the Volvo auto market development strategy in China. This paper is divided into five chapters. The first chapter introduces the background and purpose of the research. The second chapter briefly introduces the related theories of strategic management, the SWOT analysis, PEST analysis and other strategic making tools used in this paper, as well as the technical route of this paper. The third chapter focuses on the use of SWOT analysis method to analyze the external environment and internal conditions of Volvo cars in the Chinese market and establish the development ideas of Volvo cars through matrix combination. According to the conclusion of SWOT analysis, the fourth chapter discusses the choice and development direction of the brand strategy, localization strategy, product development strategy and marketing strategy of Volvo car in China. The fifth chapter analyzes the resources and security needed to implement the strategy.
【學(xué)位授予單位】：西南交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：F272;F416.471

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