Research On Marketing Strategy Of Automobile Finance Retail Business Of GZ Company

In 2018,China’s auto production and sales ranked the first in the world for ten consecutive years,and the auto industry has become one of the pillar industries in China.With the development of automobile industry,auto finance has become the second largest personal financial service in the world,only second to real estate finance.China’s auto finance industry started late.By the end of 2017,the penetration rate of new cars in China’s retail auto finance was close to 40%,but there is still a gap compared with the penetration rate of over 70% in developed countries.GZ company,a controlling subsidiary of China’s top 10 auto maker GL automotive holdings LTD.,is one of 25 companies holding auto financing licenses issued by the China banking and insurance regulatory commission.GZ auto financing company,since its establishment has experienced a short start-up phase quickly into overdrive,made remarkable performance in the industry,but at this stage facing the change of external environment,industry competition and exposed the company’s internal problems such as high speed sends a variety of the factors restricting the further development.This paper studies the marketing theory and the development of auto finance industry,uses PEST method and Michael Porter’s Five Forces Model to analyze the operating environment of GZ company.Combined with literature research method,case analysis method,questionnaire survey method and other forms,summarize the prominent problems in the marketing of GZ company in the emerging stage.In view of the above problems,combined with the development trend of the industry and the actual situation of GZ company,combined with the 7Ps theory of service marketing,this paper puts forward suggestions for improving the marketing strategy,hoping to provide theoretical reference for the future development of GZ’s marketing strategy,hoping to provide some references for the future marketing strategy optimization of GZ company,so as to improve the competitiveness and service satisfaction of GZ company’s marketing business.