摘要
一系列部署相继推行之后，沃尔沃轿车正在中国加紧实践其“勇往直前”的品牌含义。本土化、人事与组织结构以及品牌定位随之成为其亟待跨越的三道关口。
Stefan Jacoby,President and CEO of Sweden Car maker Volvo Car Corporation (Volvo),announced a five-year business strategy on the Chinese market at the Volvo China Development Strategy News Press in February,Beijing.The newly released strategy includes establishments of two production bases in Chengdu and Daqing, the Shanghai Headquarters,and the targets of 200,000 cars sold by 2015 as well as 20%market shares on China's luxury car market. One month before,Stefan declared the establishment of Volvo China in Shanghai and chose Shanghai as the Headquarter. The management are all in place,and the technical center was also launched in Shanghai.The headquarter covers all businesses and functions,including product R&D,manufacturing,quality control, procurement,investment,finance,legal affair,and HR.Plus the sales,marketing and client service businesses of former Volvo China Company,Volvo now has turned its sales company in China into a fully functional corporation. As the strategy is released and Shanghai Headquarter is set up,Volvo's development in China will speed up.But it has to first solve the following problems like localization,human resource and structure and branding.
