Research On Marketing Stratage Of S Company's Automobile Loan Business

The production and sales volume of China's automobiles has been ranked first in the world for many years.At the same time,the transformation of the people's consumer credit concept has also led to the vigorous development of the auto finance industry.Company S is a financial company affiliated to the leading domestic automobile manufacturing company.Under the guidance of national policies,the auto finance business began in 2008.After nearly 10 years of development,the business scale has ranked second in the industry.However,with the participation of financial institutions such as banks,auto finance companies,financial leasing companies,internet finance companies,and small loan companies,the overall size of S companies is still growing year by year,but the market share is declining.In a fast-growing and competitive auto finance industry,how S companies respond to the competition of latecomers and continue to maintain and expand the leading edge is the problem of this paper.This paper analyzes the macro environment faced by the company by using PEST analysis method,analyzes the company's competitive environment by using Porter's five-force model,and analyzes the advantages,disadvantages,opportunities and threats of the company's development by SWOT analysis.Based on the analysis,the company's response strategy was formulated.In this paper,we propose product strategy,channel strategy,price strategy and other related strategies to improve the market share of S company.The research process will incorporate the latest policies and industry-related cutting-edge technologies.The research results have certain universal value and can be applied to other enterprises in the same industry or similar enterprises across industries.