Ping An Bank Taiyuan Branch Auto Finance Loan Research On Business Marketing Strategy

19th CPC National Congress' s report pointed out that the main contradictions in our society at present have been translated into the contradiction between the growing needs of the people for a better life and the unbalanced and inadequate development.Faced with the transformation of this contradiction,The focus of China's economic development at the present stage is to make the real economy bigger and stronger,and the automobile industry,as a representative industry in the traditional manufacturing industry,is an important part of the industrial economic structure of a country.Since its birth,the automobile industry has been growing and growing,and at the same time,it has produced more and more joint points with other industries.At this time,the automobile finance industry has been born in our country.The financial market has been formed and developed since 2004.With the development of auto financial market,auto sales have soared.By 2017,car sales in China have quadrupled.In contrast,the proportion of auto finance loans has only doubled.The proportion of foreign auto loan has reached 80%,but in our country,the proportion of auto loan is only 13%.This paper combines the author's practical experience in automobile finance loan business in Ping an Bank for many years and the relevant theories studied during his master's degree.Through the search and reading of the literature,the author summarizes the current research situation of other scholars at home and abroad on auto finance loan.Broaden the author's theoretical cognition of auto finance loan,find and comb the relevant marketing theory,and finally choose STP marketing theory as the main research method of this paper,combine with the customer investigation of Taiyuan branch of Ping an Bank,This paper also analyzes the internal conditions and external environment of Taiyuan Branch of Ping an Bank,carries on the STP analysis,finds out the problems existing in the automobile finance loan business of Ping an Bank and can Put forward effective marketing strategy,fundamentally promote the improvement and progress of Ping an Bank's business.Through the analysis of this paper,it is found that Ping an Bank has comprehensive characteristics that other commercial firms do not have.Ping an Group is an insurance company that has some resources that other firms do not have,such as a specific customer group.Ping an Group "Big Retail" and so on.However,Ping an Bank also has some problems in developing its financial loan business,such as the lack of customized services for auto finance loans,the relatively small marketing intensity,and so on.In view of these problems,It is suggested that Ping an Bank should increase its marketing efforts,carry out verticalintegration,upgrade its online service level,and so on.It is hoped that the implementation of these strategies will promote Taiyuan,Ping an Bank,and so on.The development of auto loan business segment.In a more long-term perspective,I hope to be able to conduct business by providing auto finance loans for commercial banks in China significance in the study of Ping An Bank,gradually narrowing our firm with a foreign firm engaged in automobile finance loan business gap,so that the business diversification,professional the direction of development.