The Research On Auto Finance Marketing Strategy Of SPDB Changchun Branch

The auto industry as a national backbone industry,its industry revitalizationand development are also included in the national key programs. With the rapiddevelopment of auto industry, auto finance as the industry value chain is the mostvaluable, the most dynamic and the most development potential of the link. Sincethe emergence of auto finance, commercial banks always occupy the dominantposition of China’s auto financing market, share from60%to70%.ChangchunBranch of Shanghai Pudong Development Bank(SPDB) makes full use of theconvenience of Changchun city as "Motor City", obtains FAW-Volkswagen’scomplete set of auto industry chain’s assurance, adds Changjitu pilot areadevelopment and opening up the great support for the automotive industry, usesinnovative automotive financial services and intermediary business as the Banksprofit growth point. All of these bring the development opportunities and challengesfor SPDB, and also face the problems, such as a series of competitors marketingissues, products as well as a single channel and credit risk uncertainty. How to solvethese problems? How to guide to the right track of rapid development? Promote thedevelopment of marketing strategy and implementation measures, this is the maincontent of this paper.In this paper, Changchun Branch of Shanghai Pudong Development Bank asthe main research object, is on the basis of the full understanding of the currentcommercial bank’s auto financial services business, finds out the problems to besolved. Then SPDB carries out specific analysis on auto financial businessmarketing environment. Using many aspects of the macro policies, economic environment, micro competitor analysis and swot analysis tools, through thecombination of theory and practice study way, t concludes the overall developmentstrategy of the auto financing business development. Using the effective means ofmarket segmentation, target market selection and so on, SPDB designs financialproducts with differentiation marketing strategy and implementation of securitymeasures.The main contents of this study include the following aspects: The first chapterintroduces the background of the topic, the analysis of Changchun Branch ofShanghai Pudong Development Bank carrying out auto financing business necessityand feasibility. The second chapter studies current situation and problems of autofinancing business. Introducing the basic meaning of auto financing and autofinancial business management present situation in our country, then analysiscommercial Banks how to carry out the auto financing business and its operatingconditions, especially Changchun Branch of Shanghai Pudong DevelopmentBank.Putting forward a series of problems hindering the development of the bank. Inthe third chapter of the method of case studies of Changchun Branch of ShanghaiPudong Development Bank marketing environment has done a detailed analysis ofmacro environment, micro environment and swot analysis. Auto financing businessfaces various of macroeconomic factors such as society, economy, culture andmicroscopic factors such as industry existing competitors, automobile industry chainfinancial demand, partners, as well as the company internal and external resourcesand environment, advantages and disadvantages, opportunities and threats. Theseprovide a basis and foundation for the below marketing strategy and implementationsafeguard measures. The forth chapter takes effective market segmentation andtarget market selection. then makes some marketing strategy, from product strategy,promotion strategy, relations strategy, channel strategy, cultivation of talents.Designing the differentiation marketing strategy. Finally Changchun Branch of Shanghai Pudong Development Bank stresses the need to establish the overallcorporate credit risk prevention system, the use of electronic information technologyplatform to strengthen information sharing, by strengthening the dealer’s creditstatus and core corporate audit guarantee audit, to reduce the risk to the maximumextent, it is important to guarantee the implementation of auto finance.