Research On Marketing Strategy Of SAIC SKODA

With the gradual popularization of automobile in urban families,the passenger car industry has basically bid farewell to the ten-year high-speed growth period of 2000-2010,and turned into a steady growth period.In the long term,China's car ownership potential is still very broad.At present,there is still a huge gap between China's automobile popularity and that of developed countries.At the same time,the number of automobiles owned by 1000 people in the United States is more than 800,and that of Japan and South Korea is more than 350.However,China's automobile popularity is still less than 150,and there is still growth potential to double for a long timeIn the short term,affected by the overall economic situation,China's automobile market will continue to perform poorly in 2019.It is expected that by the end of 2019,the overall automobile market sales volume continues to decline compared with the previous year,with a year-on-year decline of about 3%.SAIC Skoda's sales also failed to survive,in line with the market trend,with a year-on-year decline of about 15%.For SAIC Skoda,this is the first time since entering the Chinese market that the annual cumulative sales volume has declined year on year.SAIC Skoda is still a young brand,and its current sales scale has just reached the level of 300000.There is still a big gap from the level of China's mainstream joint venture brands whose sales easily exceed one million units.Especially after the sales scale reaches 300000 units,the sales growth and marketing work of SAIC Skoda are facing great bottleneck and pressure.Based on the background of the times,by reading and referring to the relevant literature,this paper expounds the relevant theories of marketing and the research results at home and abroad.Then it analyzes the current situation of SAIC Skoda's marketing,and finds out some problems in its current marketing.Through the use of PEST analysis,Porter 5-Force model analysis,SWOT analysis and other research tools,based on the relevant marketing theory,the internal environment of SAIC Skoda marketing system is analyzed to find the advantages and disadvantages of the enterprise itself.This paper analyzes the external and competitive environment of SAIC Skoda in China's automobile market,and finds out the opportunities and challenges of SAIC Skoda in the automobile industry.Using STP positioning theory,this paper divides the market segment of SAIC Skoda's automobile industry reasonably,finds the target market of SAIC Skoda,and then positions the products of SAIC Skoda reasonably.Then combined with the experience and experience of working in SAIC Skoda for many years,and some inspiration from the above comprehensive analysis,referring to the successful and failed marketing strategies of some representative brands in the current Chinese automobile market and some attempts of marketing innovation measures,Then it finds the marketing strategy combination of SAIC Skoda which adapts to the current situation and future development trend of China's automobile market.Finally,through the formulation and implementation of the corresponding safeguard measures,as well as the control and management of the implementation plan and implementation process.So that the company's marketing strategy can be implemented orderly and efficiently.