Provided is an apparatus and method for generating a satellite navigation signal, the method including: extracting, navigation data that is a parameter required to generate a navigation message; verifying visible satellites at a current position of a receiver based on a position of the receiver and positions of satellites calculated based on navigation data; calculating a pseudo distance from each visible satellite and a Doppler of each visible satellite; calculating, as a Doppler period, a duration of time corresponding to a Doppler displacement capable of being processed at the receiver; generating a navigation message frame to generate a satellite navigation signal, based on navigation data and a TOW; and generating a satellite navigation signal of a digitized IF for each visible satellite based on the navigation message frame, the pseudo distance for each visible satellite, and the Doppler for each visible satellite during the Doppler period.