A Automobile Company Financing Lease Business Marketing Problems And Countermeasures

With the expansion of the scale of China's auto industry,China has taken the lead in the world in terms of production and sales,which has also led to the rapid development of auto finance.Nevertheless,it is compared with other developed countries in the West.Compared with the country,there is still a certain gap.In China's auto finance market,its product types are mainly consumer credit products,and this product has been widely used in foreign countries.The representative business is auto financing leasing.In China,the development of this business is still relatively Slow,and the penetration rate of the entire market is far from enough.Therefore,compared with foreign markets,China's auto financial leasing still needs to further expand its market share.Car financial leasing is a product of Internet technology.It is a payment method that realizes the separation of lease use rights and ownership by adopting installment payments.After the lease time is completed,the ownership of the car will completely become the lessee.Company A is a comprehensive automobile service provider.Driven by Internet + technology,based on market development trends and corporate business strategy adjustments,it started financial leasing business in 2014 and used O2 O and other online and offline methods to enhance experience marketing Effect,and further promote the company's business development.However,because the company's car financial leasing business has not developed for a long time and has little experience,various problems have also appeared in the operation process,which hinders the company's development.Therefore,this article chooses "A car company's financial leasing business marketing The theme of "Problems and Countermeasures Research" will be analyzed in order to promote the sustainable development of the company's financial leasing business.The research content of the article includes the following seven parts: The first part is the introduction,which mainly summarizes the background,main purpose,content and main routes of the article research;the second part is the marketing theory and tools applied in the article Elaboration;The third part is based on the basic situation of A car company,expounds the current marketing situation of its auto financing leasing business,and analyzes the problems arising from the business marketing process through on-site investigations and other methods;fourth Part of it is the analysis of the external marketing environment faced by the development of A car company's financial leasing business.The PEST analysis method is used to analyze the macro environment of the A car company's financial leasing business.The SWOT analysis method is used to analyze the marketing of A car company's financial leasing business.Opportunities and threats,advantages and disadvantages are analyzed;the fifth part proposes corresponding solutions based on the above-mentioned problems and environmental analysis;the sixth part proposes measures to ensure the effective implementation of marketing strategies;the seventh part is the research content of this article Summary of and prospects for future research.The research conclusions of this article mainly include two aspects: First,within the A car company,its car financial leasing business has achieved rapid development and has a relatively large room for development,but the problems in it are also obvious,and the products are difficult to meet.Customer needs,price strategies do not meet customer requirements,channels and promotion strategies are relatively simple;second,in order to solve these problems,A car company should segment and locate its business customers,and design products based on the basic requirements of customers.And classify the qualifications of customers,set up a diversified price system according to different types,and at the same time,continue to increase the construction of marketing channels and promotional methods to achieve a diversified model of online and offline integration.Broader channels and diversified promotional methods have realized the further development of the company's financial leasing business,which in turn will drive the sustainable development of the entire company.