摘要汽车工业在国家的重要支柱产业。中国汽车工业起步虽晚，但近十几年发展非常迅速。我国连续第八年蝉联世界产销量第一大国。2010年具有89年历史的老牌欧洲豪华汽车品牌沃尔沃被中国国产品牌吉利汽车收购，经过了6年的磨合，沃尔沃该如何进一步完善自身的市场营销策略，实现企业营销资源最佳配置，充分占领市场份额，促使企业保持长期的、健康的、稳定的发展，获取长久的市场竞争优势，是本文所研究的重点所在。83092

    本文研究从PEST分析方法，SWOT分析方法，STP分析方法等入手，在对沃尔沃汽车公司的内部及外部环境，包括政治、经济、社会、自然及技术环境，及国内外行业竞争环境等展开合理分析后，提出沃尔沃公司的市场策略改善发展的途径和可行举措。

    本文是在本论文课题研究过程和成果之上，充分了解和学习了国内外市场营销策略的研究手段和研究成果，主要采用了定性分析与定量分析的研究方法。了解掌握市场资料的基础上通过将理论与市场实际情况相结合，使对于沃尔沃汽车营销策略研究具备操作性，在为沃尔沃汽车的市场营销策略提出建议的同时，为更多国内市场汽车企业的市场营销策略给出更多思路和有益的参考。

关键词  沃尔沃汽车  市场营销  SWOT模型  PEST模型  STP战略

毕 业 论 文 外 文 摘 要

Title    Abstract of the thesis                     

Abstract    Automobile Industry is the core strength of national industry development, Chinese Automobile Industry experience the extremely rapid development and embrace tremendous future especially after WTO entering。 By 2012 China Automobile sales and production volume has achieved champion position in 4 times, however European and American market decline seriously, China has definitely become the most popular market in the world and the fiercest competition will last。

    In 2009, Volvo Cars was merged and acquired by Geely。 This thesis focused on study and find below answer to below questions。

This thesis uses PEST analysis model, the SWOT analysis model。 Base on the analysis of internal and external environment of Volvo Cars, including politic environment, economic environment, social environment and technological environment, and global automobile industry competition status, Volvo Car types of source and capabilities, to propose the route and measures for the marketing strategic choice and implement of Volvo Cars。

This article is based on research on the marketing strategy to fully understand and learn the research methods and results of marketing strategies at home and abroad, mainly in the research method of qualitative analysis and quantitative analysis。 Understand the market on the basis of information theory and by actual market conditions combine to make for Volvo Cars Marketing Strategy with operational, at the same time make recommendations for marketing strategy Volvo for more domestic automobile market, the enterprise market marketing strategy to give more ideas and useful reference。

Keywords  Volvo Cars  Marketing  SWOT analysis  PEST analysis  STP strategy 

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