Research On Financial Business Operation Strategy Of C Automobile Group

C Auto Group is the largest auto dealer group in Zhongshan,Guangdong Province.It has 15 auto brand 4S stores,2 used car centers,1 car rental company,1 financial leasing company,etc.It is a diversified auto group.Affected by macroeconomic downturns and other factors,China’s new car sales in 2018 showed the first negative growth in 28 years,and new car sales will enter an era of slight increase or even negative growth.According to past performance,new car sales accounted for about 85% of C Auto Group’s total revenue.Therefore,the development of auto finance business is not only the need to implement the Group’s diversification strategy,but also the need to maintain the Group’s market competitiveness under the new situation.At present,C Auto Group conducts financial business through C financing leasing company.In view of the development status of China’s auto finance industry and the needs of C Auto Group’s financial business development,this paper uses PEST and Porter’s five-force model to analyze the macro environment and industry environment faced by C Auto Group and its financial business according to the strategic management theory of enterprises.At the same time,it also sorted out the resources and capabilities of the C Auto Group’s development of financial business,and separately evaluated the external and internal environment using the external factor evaluation matrix and the internal factor evaluation matrix.A strategic vision is made by forming a SWOT matrix.On this basis,using Quantitative Strategic Planning Matrix to score,it is concluded that the C Auto Group financial business should choose to focus on the business strategy of used-car finance and network car financing leasing business.In addition,it provides suggestions on human resource strategy,product development strategy,market development strategy,financing strategy and risk control strategy for the implementation of the strategy.The research content of this paper clarifies the ideas for the development of financial business of C Auto Group,and provides the direction of business development,avoiding the group’s blind exaggeration of financial business.At the same time,it also provides reference for the development of China’s dealers’ auto finance business,thus promoting the sustainable and healthy development of China’s auto finance industry.