Analysis Of Chinese SUV Market And The Research Of SP Company Market Strategy

As a preferred model by urban consumer, SUV is one of the main models that accelerate the automobile market these years. In 2007, SUV segment was the fastest-growing segment in China, Major manufacturers continued to launch new products, while prices continued to decline. As a leader in local SUV segment, SP should consider SUV market and its own characteristics to formulate a scientific and rational marketing strategy.This thesis first described the Chinese SUV market, and then took SP Company as the research object. Based on modern marketing theory, strategic management theory, competing strategic theory, etc., took the system theory, information theory, dialectics theory as method, using five-strength model, the diamond model, enterprise growing model to study SUV consumers with in different areas. Based on these studies, the author analyzed the SP Company's segment market, the product position; the main sensitive factor concerned by consumer, then gave a scientific potential market forecasting, point out the most realistic and most reasonable product positioning in the future. Finally the author provided the market strategy based on the research in sales service, products'price and brand management etc.