Research On Marketing Strategy Of Automobile Finance Leasing Business Of T Company

China's auto industry has been ranked the forefront of the world since the rapid development of production and sales nearly 10 years,China has become the world's automobile power.But the development of automobile finance compared to Europe and the United States developed countries,the gap is huge.At present the domestic market in the main automotive financial products are the consumer credit products,foreign countries have been very common and is the main auto finance model of the auto financing leasing business started in the country late.The overall permeability is low.But with reference to foreign development experience,auto finance leasing business in the country still has a broad space for development.Car financing leasing is based on the payment method of installment,on the basis of this will be leased in the ownership of the service and the right to use the lease after the end of the transfer of ownership of the vehicle to the lessee of a modern marketing.T is a company established soon,specializing in car financing leasing business company,was first established because of careful consideration and research,see the domestic auto finance leasing market,a huge opportunity for development,it is clear that the main business positioning in the car finance leasing.After four years of development and accumulation,T company has begun to take shape,but the business development has suffered a bottleneck,slow growth.In this paper,T company car financing leasing business marketing strategy for the study,divided into six chapters to repeat.The first chapter is the introduction,and introduces the research background,purpose,research content and technical route of this paper.In the second chapter,the author introduces the marketing tools,the related concepts and research status of automobilefinance.The third chapter gives a brief introduction to the general situation of T Company.At the same time,based on the 4P theory,this paper focuses on the marketing status of T Company's current auto finance leasing business,and from the present situation,it finds out what exists in the marketing process problem.The fourth chapter illustrates the opportunities and risks faced by T Company's auto finance leasing business through the analysis of the macro environment of China's auto finance leasing market,direct or alternative competitors.The fifth chapter uses qualitative research methods to carry on the questionnaire survey to the consumers of T company,and found the consumer's actual demand and the willingness for the automobile finance leasing product of T company,laying the following suggestions for improvement basis.The sixth chapter puts forward the corresponding improvement and optimization plan according to the problem of business marketing and the market environment analysis and consumer research.Through the analysis and research of this paper,it is found that the development space and potential of T's automobile finance leasing business are bigger,but it is still necessary to optimize and improve the existing problems in the current business development.For example,the product should be more rich,to meet the diverse needs of different customers,products to reflect the difference;pricing should be based on customer qualification to meet the quality and price of good strategy,while looking for more financing channels to further reduce costs,Design a more competitive products;channel construction in the existing channels to enhance sales efficiency,combined with the current Internet development trends,and actively explore new sales model to meet the changing consumer habits;More enriched,normalized,and established with the dealers and car manufacturers close contact,resource sharing,to achieve a win-win situation.