The Study On Improvement Of Marketing Strategy Of FAW Auto Finance Co,. Ltd

In recent years, along with the increase of the steady increase of cars in China and consumer demand, the development space of the automobile finance service industry increased. The reason of car leasing, auto finance, the second-hand car business because of limited funds, supply of financial products such as faces development bottleneck, the automobile finance deepening will further enhance the market after the business profit ratio, accelerating the transformation of China’s automobile industry upgrading.But the FAW finance Co. Ltd. as a professional automotive finance company, FAW Group, has been engaged in the automobile finance, quickly open up the market, occupy the market share in the fierce competition, not only to achieve the rapid development of its assets and net profit of ascension, but also for the group of brands car sales growth made a great contribution, especially the red flag brand. However, compared with the market has developed for many years competitors, FAW finance company’s marketing strategy also has some shortcomings. In the future if we want to increase market share, enhance brand awareness, it is necessary to improve the existing marketing strategy.The current marketing strategy of FAW finance Co. Ltd. maded by the marketing company is simple. Marketing planning is used through the close contact with the natural use of the brand manufacturers. FAW Group under the dealer channel, promotion of the automobile finance product, promotion is limited to the lower interest rate discount activity. The FAW finance company’s marketing strategy, using4Ps analysis theory, focused on the unique channel marketing of auto finance is introduced, used the PEST theory analysis on the influence of the FAW finance company marketing external environment factors were analyzed using the SWOT method, in-depth analysis of the internal environment of the FAW finance company, and compare the advantages and disadvantages with the market copetitioners, the FAW finance company mining of current marketing strategy existing problems, and then to discuss the improvement measures on marketing strategy of FAW Volkswagen automobile finance company limited. In order to better adapt to the new changes of the automobile finance market, FAW financial companies can simplify loan procedures and strengthen product innovation ability of financial investment; increase the propaganda to enhance brand influence and visibility, establish a brand image of enterprises in the market in good development and promotion process; provide professional training for distributors and cooperate with it to complete the manufacturers issued the sales task, so as to improve the channel control; the stock of customers to carry out promotional activities, to enhance customer satisfaction at the same time, but also to realize the effective management of the stock of customers and deep mining; for some slow-moving vehicles or niche models, implementation of the low interest rate policy of this promotion, promote the automobile sales at the same time, is also conducive to the improvement of dealers and manufacturers and channels of cooperation. These marketing strategy improvement measures, are expected to be able to enhance the FAW finance company sales performance, maintain good share in the increasingly fierce competition in the automobile finance market.