Case Study On Marketing Strategy Of Credit Card Installment For Automobile In K Branch Of BOC

In recent years, as the domestic auto industry to grow and change, and automotive consumer finance to develop, commercial bank to launch credit card installment for automobile. It has become the main financial markets automotive consumer products one, both for the majority of consumers the convenience of car financing, but also bring in huge profits for the banks, has made remarkable development performance. Faced with increasingly fierce market competition, how to better manage through marketing tools, conform automotive consumer trends and meet customer demand, building relations with automobile manufacturers and dealers, in order to continue to expand the size of non-interest income, become a major issues for commercial banks.K Branch is a distribution branch in Guangzhou east, directly under the BOC Guangdong Branch of the system within the jurisdiction of the two branches. Since 2009 the credit card installment for automobile launched, through extensive expansion of third-party intermediaries, the business grew rapidly in the short term; but with the intense competition in the market, the instability of the channel’s highlights, K Branch automobile installment sharp fluctuations in business scale, At the same time the gradual deterioration of asset quality, business development into a trough. Since 2013, K Branch in the background of its management and marketing operations on a large scale adjustment, to further clarify its own market position, identify the direction of business development, but also to re-sort and optimize business processes, making the car into the staging business again on track to achieve good development performance. Examples of the above article is based on K Branch credit card installment for automobile’s development, through the analysis of the marketing environment, to explore the development of automobile installment K Branch business market opportunities, marketing and management to analyze their advantages and disadvantages of the implementation process, identify the problems, Further suggestions for improvement. The conclusion comes at the last.This paper mainly focus on the K Branch of BOC credit card installment for automobile marketing management and analysis instances unfold. First introduces the research background and significance, relevant research results were reviewed and summarized the contents and methods of this article; secondly corporate background and K Branch of BOC introduced; showing an overview of the development and course of business; and mainly from the macro environment, competition and customer base, etc., for K Branch automobile installment in business marketing environment analysis; followed by the analysis of K Branch car staging business market segmentation, target market selection and positioning(STP) strategy; and finally the conclusion, focusing reveals K Branch car installments business marketing management problems and put forward suggestions for improvement.In this paper, K Branch credit card installment for automobile marketing management case studies, one can help refine K Branch and business development process, summarize experiences and lessons learned in marketing, management, and effective guide future work to improve marketing effectiveness, enhance operational efficiency the other hand, for the same bank also hopes to provide marketing and management practices for similar products corresponding reference jointly improve the level of marketing management for domestic consumption to provide better car financing products and services for the automotive industry and the consumer should contribute to the development there is strength.