Research On The Marketing Strategy Of FAFC Financial Products In The Retail Business Of Passenger Cars

With the rapid development of China's automobile market and years of automobile consumption financial market cultivation,automobile consumption credit has become one of the effective means to promote the vehicle sales,but compared with the overseas mature automobile market,the permeability of automobile consumption credit business in China is still a large rise in space.Along with the automobile manufacturers have set up their own auto finance companies and banks are increasingly expanding to the auto finance business,resulting in more competition in automobile consumption increasingly subject of financial market,the increasingly fierce competition.Financial products as a connecting link between customers and auto finance company,is the most intuitive customer experience;financial products reflect the auto finance company brand image,but also one of the core competitiveness of auto finance company(financial products need to constantly improve the customer experience,improve credit procedures convenient at the same time,can effectively control the risk),and financial product marketing strategy directly affects the financial products market performance.FAW Automobile Finance Company Limited(hereinafter referred to as FAFC)as a manufacturer of automotive finance company,FAW Group(formerly FAW Finance Company Limited),through the exploration and practice of more than ten years of the automobile finance business,has established a mature business model and business processes,rapid growth since the 2012 establishment of the credit scale,but behind the rapid growth also,to see the financial products marketing strategy is still a big improvement space.In this paper the concepts of financial products with the combination of STP marketing strategy and marketing mix strategy and other related marketing theories,the connotation and classification of FAFC passenger car retail business of financial products are introduced,describes the status quo of the existing financial product marketing from three dimensions of products,price,place and promotion,explore existing problems.And the analysis of its causes;through the analysis of the main competitors,with SWOT analysis,from the STP marketing strategy,product strategy,price strategy,place strategy and promotion strategy of FAFC passenger car retail business financial products marketing strategy.The research results of this paper will provide a reference for the improvement and optimization of the marketing strategy of FAFC passenger car retail business financial products,so as to continuously improve its market competitiveness and promote its rapid development.