Sunshine Automotive Life Plaza Integrated Marketing Strategy Study

Recently, with the rising mount of auto possession, the car market, especially the after-auto supplies market are more and more concerned by industry insiders, and auto supplies market has become a new car industry chain affiliated industry. SanXiang car life square, as currently the most representative of automobile products market of Hu Nan province, as it develops earlier, together with the geography position advantage and large market group nanhu SanXiang relying on brand effect and strength, has become the leader in automotive market, but with the competition of the market fiercely increasing,many firms has to share the market, mainly in appearance rental market business model that gives all sorts of crisis, gradually exposed such as resources not been effectively integrate, scale economic benefit not beautiful, the market does not participate in the management of the operated on bringing information asymmetry, business is not standard, etc. These entirely make the enterprise face very existential crisis.Based on the development of the car after the market prospect as the breakthrough point, this paper integrated marketing theory as the main theory, with SanXiang car life square internal and external resources integration, to establish an independent management and property leasing combining the management mode for the premise, discusses SanXiang car life square integrated marketing strategy research and formulation and implementation. This paper adopts combining theory with practice, investigation and example analysis method of combining the current market, find out the existing problems, including lack of market marketing idea and service consciousness, no acting products as support, lack of market competence, well-organized promotion unseasonable etc. Finally from the management pattern design, marketing positioning analysis and marketing dissemination communication design aspects develop integrated marketing strategy foundation, finally, based on the above material, we effectively integrate the advertising strategy, public relations strategy, marketing strategy and the marketing strategy, and then formulate the auto supplies market for SanXiang integrated marketing strategy to promote enterprise brand overall image and realize the enterprise target which is "with a hundred years market, make a hundred years inn".This paper tries to research the integrated marketing strategy of SanXiang car life square, with the conclusions, we hope to provides some reference to SanXiang car life square and the auto supplies market of Hu Nan province.