Research On Marketing Strategy Of FD Auto Finance Company

2018 has been a “down year” for the automobile industry.With the decline in automobile production and sales,the continuous going down in new auto sales profits,and the intensified competition in the consumer market,more and more auto companies are looking for new profit growth points and are turning their attention to the fast-growing and mature automotive financial market.The incoming of automakers and the capital increase tide of auto financing companies is only a microcosm of the industry's favor,and the prospect of attracting countless capital is the broad prospect of auto finance.In the face of the slowdown of new car sales,car buyers sink,customer stratification is more obvious.Coupled with the strong attack of other competitors,auto finance companies need to actively embrace changes,strengthen the development of Internet financial products,and apply financial technology to improve product flexibility and improve user experience.At the same time,they should actively deploy auto finance based on online car purchase scenarios such as auto e-commerce,in order to maintain a leading edge.FD Auto Finance is a leading auto finance company in China and has a certain reputation in the auto finance industry.With the downturn and increased competition in the automotive industry,and dramatic changes in application scenarios,FD's financial products and service are far from enough to support the company's development requirements,and the company is facing a new round of transformation and upgrading.In this case,this paper proposed that optimizing product by Fintech tool with standing at customer's perspective.And precise positioning clients by using big data analysis,giving full play to the effect of electricity drainage online,experiencing OTO.It continues to strengthen the cooperation with other financing institution and take diversified action of risk management so that constructing valid marketing system.It carry out innovative marketing by business method,.ability of acquiring guests and risk control mode.This paper analyzes the status of domestic and international auto finances through the combination of theory and practice guided by the concepts and methods of enterprise management and marketing management,analyze the status of auto finance at home and abroad,systematically study and analyzes the current situation of FD auto finance company,its macro environment,its competitors and current marketing strategies.Based on market segmentation,it proposes marketing strategies and suggestions from the perspective of auto finance companies,and provides a feasible marketing strategy reference for the development of the same type of auto finance company combining with actual cases to illustrate its operability.