Research On Retail Channel Marketing Strategy Of Z Automotive Finance Company

With the development of China's national economy and the growth of automobile consumption market,since the establishment of the first auto finance company in China,the auto finance industry has maintained a high growth rate for more than ten years.But in recent two years,affected by the macro environment,the new car consumption market has appeared a growth bottleneck and even a downward trend,which undoubtedly brings great pressure and challenges to the development of automobile finance industry.Within the industry,product design,pricing,business scale,profit margin and other issues have become the problems to be solved in the sustainable development of auto finance industry.Outside the industry,the problem of "financial service fee" makes the automobile finance industry also face unprecedented public opinion environment influence.But behind many problems,hidden is the difficulty of retail business in auto finance industry.At present,the operation homogeneity of auto financing companies in retail channels is serious,and the marketing ability of terminals is weak.This also directly leads to the lack of marketing initiative of many organizations and the failure to fully establish their own business characteristics and advantages.With the change of the macro environment of automobile consumption,the original pattern of automobile financial market will face great challenges,and the operation reform of auto finance companies is on the way.This paper mainly takes Z auto finance company as the research object.Firstly,through the analysis of macro environment and Z company's own operation practice,it points out the necessity and value of individualized management.It also means that in the company's current three main retail channels,including 4S channel,second-hand car channel and parallel imported vehicle channel,marketing strategies must be different.Secondly,based on the 7p marketing theory,this paper analyzes the main problem factors in the marketing strategy of different retail channels,and combs the causes of related problems.Then,based on the above problems,this paper puts forward optimization suggestions on the process and mechanism,publicity and promotion,channel development and cooperation of 4S channel marketing strategy;puts forward optimization suggestions on personnel,product pricing,channel development and cooperation for the marketing strategy of used car channel;and mainly focuses on the process and mechanism,product differentiation and channel development for parallel imported vehicle channel Put forward optimization suggestions for cooperation.Finally,the paper discusses and states the relevant safeguard measures for the implementation of the strategy.Based on the discovery,analysis and strategic suggestions of practical problems in the operation practice of auto finance business,this paper hopes to provide reference for Z auto finance company and other institutions in the auto finance industry to formulate marketing strategy.The relevant research conclusions also need to be tested and improved in practice.