Study On The Strategic Development Of Auto Financial Business In FAW-VW

With the fierce competition in the automotive industry,the automotive market will gradually change from the buyer's market to the seller's market,which will lead to a further decline in the profit margin of the automotive industry.The future of the automobile industry should not be simply confined to manufacturing.As a high-value commodity,automobiles have financial needs that general retail products do not have,including financing support business for dealers,consumer loans or financial leasing business for automobile consumers,automobile insurance business for automobile users and extended warranty services.In this context,automobile finance business will become an important development direction of automobile enterprises.The development of automobile finance business can help automobile manufacturers to obtain new profit growth space.The development prospect of automobile finance business is very broad,but what kind of development strategy to adopt still needs to be explored.Enterprises will face different challenges in different stages of development,which requires enterprises to have different management ideas to cope with.We should grasp the deep and main problems in different stages of enterprise development.Development strategy is an important choice,planning and strategy for the development direction,speed and quality,development point and development ability of enterprises in a specific period of time.The essence of strategy is to solve the problem of enterprise development and how to achieve rapid,healthy and sustainable development of enterprise.According to PEST analysis,Porter's Five Forces Analysis and SWOT Model,the advantages and disadvantages of competitors in the market and the objective environment are analyzed,and then the actual demand of the first-line marketing market,the policy formulation of enterprises for automobile finance business and the actual landing of automobile finance sales policy are clarified,so as to the automobile gold of FAW-Volkswagen Company.Financial business development strategy is formulated and implemented to provide new ideas for the healthy development of FAW-Volkswagen's automotive financial business.This thesis elaborates the research background and significance,research methods and contents,literature review and theoretical basis,and briefly combs the strategic analysis ideas of FAW-Volkswagen automobile financial business from a macro perspective,mainly describes the development status and challenges of FAW-Volkswagen's automobile finance business.It briefly analyses the general situation of FAW-Volkswagen,the product sequence of automobile finance business,the general situation of business and the value of automobile finance business.At the same time,it outlines the three major challenges of FAW-Volkswagen's automobile finance business.Narrated.The internal and external environment of FAW-Volkswagen automotive finance business is analyzed in depth with various analysis tools,including PEST analysis,Porter's Five Forces Model,SWOT analysis.The external challenges and problems faced at this stage are summarized.With the conclusion,then makes strategic choice and confirms strategic objectives according to the analysis results of internal and external environment based on the macro-strategic matrix.The macro environment of FAW-VW's auto finance business is in a steady development stage,FAW-VW has Strong bargaining power and resource advantages in the industry,and it has strong competitiveness in the auto financial market.Meanwhile there is still room for FAW-VW's improvement in product development,platform system and management efficiency.Based on this situation,FAW-VW Auto finance business should adopt a positive development strategy,continue to expand business,give full play to the internal advantages and external opportunities of the company,and promote the further development of the company's financial business.Based on the identified strategic objectives,the implementation plan of the development strategy is formulated,which includes four stages: improving the financial product system,refining financial system management,expanding financial business cooperation,and strengthening the promotion of financial products.In order to ensure the effective implementation of the four stages,product strategy management,retail system management,partner management and marketing management should be carried out.