Research On Development Strategy Of Financial Leasing Business Of Faw Leasing Co.,Ltd.

With the continuous improvement of China's economic level,the continuous enrichment of people's material life,and the increasing demand for consumer goods,the new word "car rental" has entered people's horizons.As China's largest automobile manufacturer,China FAW Group The wholly-owned subsidiary FAW Leasing Co.,Ltd.was established relatively late,but in the three-year business development,relying on the inherent advantages of the OEM,it has occupied a certain share of the domestic automobile financing and leasing industry.With the influx of leasing companies,FAW Leasing Co.,Ltd.faces huge market competition and challenges.In 2019,FAW Leasing faces the threat and challenge of shrinking market share,severely lagging products,and being seized by interbank financial companies.The company needs to adjust its development strategy,follow the national financial leasing industry policy,analyze the company's internal and external advantages and disadvantages,expand brand awareness,Seize market share,surprising product innovation,occupying the leading position in the domestic auto financing leasing industry.This article first explains the car rental industry and explains the theory of strategic management.Then introduced the current operation models,product types and market conditions of car leasing companies at home and abroad,and compared and analyzed the current status and problems of FAW Leasing Co.,Ltd.in car financing leasing business.Then use the PESTEL analysis method in SM theory to analyze the internal and external environment of FAW Leasing Co.,Ltd.,and use SWOT analysis method to analyze the current advantages,disadvantages,main threats and competition of FAW Leasing in the car rental market.Analyze the results.Finally,in accordance with the actual situation of FAW Leasing,choose a suitable strategy,and then propose a strategic development direction,and adjust the development model,optimization process and marketing strategy of FAW Leasing Co.,Ltd.Later,it put forward reasonable safeguard measures for the development strategy needed by FAW Leasing Co.,Ltd.Finally,it is concluded that a comparative analysis is made on various issues such as the current market share of FAW Leasing Co.,Ltd.,serious product homogeneity,high operating costs,and industry policy restrictions,and put forward suggestions for rational improvement.This article hopes that it can help to further optimize the development of FAW Leasing Co.,Ltd.'s car rental business,and hope to provide some reference value for other leasing companies' business development strategies,so that the overall level of China's car rental business can be steadily improved.