A Study On Strategy Of SK Auto Brand

With the continuous development and growth of China’s automobile industry,the automobile industry has become more and more prominent in the world economic development.It has become the pillar industry of China’s economy and has a huge impact on social and economic life.In 2017,the production and sales volume of China’s automobile industry won the first place in the world for nine consecutive years.In 2007,the car brand SK,which has a history of more than 100 years,was introduced into the Chinese market and recognized by Chinese consumers.However,in recent years,the development of China’s auto industry has entered a period of slow growth,and the sales of SK cars have stabilized,and the development of sales has entered a bottleneck period.In the face of the status of China’s auto market development,SK urgently needs to adjust its corporate development strategy,reconfigure its corporate resources,explore new impetus for its core competitiveness,and maintain its longterm healthy and stable development.Therefore,how to adjust the brand strategy to maintain the competitive advantage of the brand is the focus of this study.This article aims at the practical background of SK transformation of corporate development strategy.First of all,it draws on and reviews domestic and foreign scholars’ views and research on corporate strategy,strategic management,and strategic transformation research.SK is used as a research case to elaborate the research of this thesis.Goals,content,and meaning.Secondly,according to the history and development status of SK,the product line situation and marketing channel situation are introduced,and further analysis of the main issues facing the brand.Second,this paper uses PEST,SWOT and other analytical methods to conduct a comprehensive analysis of the macro environment,competitive environment,and industry environment of SK Corporation’s strategic development.Thirdly,it will study the strategic direction of SK Corporation and explain the strategic transformation method of SK Corporation in the implementation process.This article uses the relevant theories of strategic management of the company and takes the SK as a case to conduct an in-depth analysis of the practice of its strategic transformation.It hopes to have a certain reference effect on the future development of the SK.At the same time,it hopes that through this study,it will be applied to other Chinese cars.Joint venture brands and potential automotive companies planning to enter the Chinese automotive market will provide reference and help in the development and transformation of their business strategies.