The Research On Auto Finance Marketing Strategy Of SPDB Changchun Branch

Changchun Branch of Shanghai Pudong Development Bank（SPDB） wasestablished in2006, SPDB is established in the country ’s first28provincialbranches. Its auto finance business began in July2012, mainly for vehicle dealers,offering to build stores and daily turnover of financing services. Jilin has beencompleted for the automotive financial services as the administrative center for theFAW-Volkswagen supplier network as the basis for the national vehiclemanufacturers terminal vendors auto finance business layout. With China enteringera sedans and national automobile industry revitalization plan enacted, especiallyChangjitu pilot area development and opening up the great support for theautomotive industry, China’s auto sales market ushered in a new spring. TheseChangchun Branch of SPDB gave the auto finance business development hasbrought opportunities and challenges, but in the specific business marketing process,are also facing such as: products as well as a single channel, credit risk uncertainty,intense competition and a series of competitors marketing issues, these are preciselythe problems to be solved in this study. These problems both for SPDB autofinancing business or auto finance business marketing theory has a more importantsignificance.In order to solve the problems mentioned above, this paper first analyzes thefinancial markets, China’s auto macro environment that in the relevant policyguidelines, our country is in the auto finance capabilities in risk prevention andcontrol under the conditions of continuous improvement and standardization ofeasing process, especially the National Automobile Industry Promotion schemeintroduced, but also to the auto finance business development brings new opportunities. In regional economic development, along with the improvement ofliving standards, people living a substantial increase in the amount of disposableresidents desire to purchase more strongly, which undoubtedly contributed to thedemand for a substantial increase in the supply side, while the supply of terminalsales shop financing needs, will undoubtedly become a commercial bank autofinance business development breakthrough. In the consumer culture, China’s autoconsumption has obvious "face" consumption characteristics, the pursuit ofhigh-grade and high-quality purchase experience as people generally have values.Secondly, SPDB Changchun Branch of the auto finance business, the mainmicro carried out a systematic analysis, that the S SPDB auto finance business as akey partner FAW-Volkswagen is in a relatively stable development trend among theSPDB as its financial service provider, able to achieve with the development, withthe growth of development goals, and has broad prospects for cooperation. In theanalysis of customer communities, emphasizing the type of customer groupsfunding needs for the automotive finance business providing target soil. SPDB andclarity in business with a competitor ’s strengths and weaknesses.Through SWOT analysis tool, SPDB Changchun Branch clear auto financebusiness development of the overall development strategy, using the STP analysismeans, SPDB Changchun Branch automotive business for effective marketsegmentation, target market selection, and ultimately raise Changchun Branch ofSPDB Car financial business is positioned-the domestic auto finance businessleader. And around this position in the automotive financial products, collaborativemarketing, channel security, human resources and technology and other aspects ofappropriate marketing strategies to ensure the effective implementation of marketpositioning...