Research On Automobile Financial Marketing Strategy Of X Commercial Bank

The development of China’s auto finance began in the early 1990 s with more than 20 years’ development history.However,there are few studies on the commercial banking and its marketing strategy.This paper hopes to start from the actual enterprise and study the actual situation and problems encountered by the bank’s auto finance business through X Commerce Bank,and solve the problem through specific marketing strategies.This paper first sorts out the development of auto finance and the definition of marketing strategy.Through the literature review method,the paper analyzes the success stories of other domestic commercial banks’ auto finance business.Then through the motivation analysis of X commercial bank,this paper uses Porter’s five forces and SWOT model to outline its current situation.Through the STP,4P and 4C theories in the marketing strategy,the major marketing strategies are analyzed.Finally,it summarizes the research conclusions,practical suggestions and academic contributions,provides the corresponding practical reference for X commercial bank and other similar enterprises,and puts forward follow-up research prospect.