A Research On The Marketing Strategy Of SN Automotive Ltd.

Chinese automobile market is prosperous, the competition of domestic and foreign automobile brands become more and more fierce. SN automobile is the outstanding represent of self-developed brands, and it has a more stronger demand in marketing.However, Chinese scholars mainly pay attention to the module options of automobile marketing and relevant marketing strategies, and there is seldom researches on single automobile brands, especially that the researches are only restricted in the development course and product introduction of SN company. As a result, this dissertation mainly researches on the marketing strategy on SN automobile company.This dissertation integrates quantitative analysis and qualitative analysis, base on which it further researches the marketing strategy and marketing environment of SN company. The analysis instruments are SWOT, PEST, Porter Five Forces, Internal and External Matrix, etc, and then analyzes the operations environment of SN automobile, and researches the strength and weakness of its internal and external development. The research outcome is that, SN automobile has not yet played its strength totally, and there is also some improvement room in its marketing selection and marketing positioning in its second tier and third tier target markets. It can utilize its diversification, target-concentration, etc. marketing strategy to obtain regional segmentation competitive strength. The research result integrates the feature of Chinese car market and the current status of operations of SN company, raises the segmentation marketing suggestions based on 4P marketing strategy. For example, in branding strategy, brand cultivation and promotion should be focused; in product strategy, enterprise's research and development ability as well as product line should be abundant; in pricing strategy, customer buying cost and purchasing cost should be highlighted; in channel strategy, regional outsourcing model should be paid attention to, and in promotion strategy, brand promotion and event communications should be put forward. In these ways, this paper hopes to provide references to improve marketing strategy of SN.