Research On Marketing Strategy Of Vehicles Sale-leaseback Business Of F Finance Leasing Company

Relying on the trillion-grade automobile industry,automobile finance and other financial industries have been booming in recent years,benefiting from the rise of the new generation of consumers and the evolution of consumer concepts,as well as the innovation of financial technology in the risk screening and control system.The sale leaseback business of financial leasing is commonly used in many countries in the world.The United States is the first country to implement financial leasing in the world,and Japan is the first country to implement financial leasing in Asia.In the 1950 s,the world's first financial leasing company was established in the United States,and then led to the rapid development of the European economy.By the 20 th century,financial leasing has become a major financial innovation tool in the financial market.In the 1980 s,financial leasing began to develop in China.In 2016,the penetration rate of financial leasing in China's automobile industry reached 5.23%.There is still a very broad room for growth in the future.Looking forward to the development trend of this industry,F Finance Leasing Company was established in 2016,mainly engaged in personal novice,used car financing leasing business,direct leasing and after-sales rental and other different ways of financing leasing,the company's vision is to be the future leader in the automobile finance industry.In this context,for F company's after-sales rent-back business,how to formulate a more market-oriented marketing strategy for F company to expand market share and profit sources are of great significance.This paper analyzes the influencing factors of the automobile financing lease after-sale rent-back market by sorting out the existing domestic and foreign literatures on financing lease and automobile finance.According to the problems in the process of developing automobile financing lease after-sale rent-back in China,SWOT analysis method is used to analyze the macro-level and macro-level of F financing lease company.The advantages,disadvantages,opportunities and threats of F Company are concluded from the micro-marketing environment: the advantages are customer resources,strong sales team capabilities,etc;the disadvantages are poor execution,poor process design,and new staff training;the opportunities are good in the market prospects,strong national support and high degree of consumer acceptance;the disadvantages are mainly reflected in the market prospects;The competition caused by market participants rushing headlong into the competition is fierce.According to the operation status and marketing problems of F Company,this paper subdivides,selects and orientates the target market of F Finance Leasing Company,and then puts forward seven marketing strategies of F Company in terms of product,price,channel,promotion,personnel,tangible display and process strategy,and suggests that F Company should adopt centralized marketing strategy to enter the key point.Light truck market segmentation,flexible design of repayment products and demand pricing strategies to attract customers to buy light trucks,channel focus on cultivating loyal large agents,part of the blank city to try direct means,promotional activities combined with "new retail" to carry out,personnel strategy not only concerned about the company's employees but also concerned about contacts Employees of household auto dealers should set up standard sales process and supervise it while setting up image stores in auto sales market.In addition,they should improve organizational guarantee and strengthen writing among departments;pay attention to personnel training and establish a reasonable salary system in human resources;broaden financing channels in financial guarantee means.Dao and other three aspects of safeguard measures,so that it from many similar market participants stand out,so that its healthy development.At the same time,it can also explore some new models and new means to solve the problem,and play a certain reference role for other market participants and automobile marketing work in China.