| With the development of the domestic economic situation,people’s living standards continue to improve,the number of national car ownership continues to increase,the auto finance business like bamboo shoots after a spring rain vigorous development.Buying a car is no longer a luxury;it is becoming a family necessity.In the link of automobile purchase,automobile finance business has entered into People’s Daily life,and has an important impact on people’s car purchase behavior.FAW Auto Finance Co.,Ltd.(hereinafter referred to as FAW Finance Company),as an auto finance company under FAW Group,has been determined to provide the best quality and professional auto finance services to the public since its establishment.Based on the platform of FAW Group,FAW Financial Company provides financial staging support for FAW brands such as FAW Jiefang,FAW Red Flag,FAW Volkswagen,FAW Toyota and FAW Mazda.In the nearly thirty years of development,FAW Finance Company has experienced constant changes and breakthroughs,and at the same time,it is faced with market competition.There are also certain shortcomings and shortcomings in the field of auto finance business.In this regard,this paper proposes improvement strategies according to the current situation of the marketing of auto finance business of FAW Finance Liberation.In this paper,the overall development of China’s domestic auto finance market was briefly analyzed.First,the business development scale of FAW Finance Company was introduced,the penetration of the industry situation and the situation of competing products were introduced.Then,the existing marketing strategies were summarized and analyzed,focusing on the analysis of the auto finance business of FAW Jiefang brand.Combined with the author’s work experience of nearly ten years,the comprehensive research finds that there are some problems in the marketing of Jiefang auto finance business,such as lack of competition consciousness,single product structure,overpriced product,single marketing channel structure and outdated organizational structure.In order to effectively improve these problems,this paper from the promotion of market competition consciousness,rich product structure,flexible pricing strategy,broaden marketing channels and optimize the organizational structure,market segmentation differentiation strategy proposed by FAW Finance liberation auto finance business marketing mix strategy.At the same time,IT puts forward the safeguard measures from the four aspects of improving the market operation management mechanism,promoting the formulation of favorable policies for the regulatory authorities in the auto finance industry,strengthening the construction of information management systems such as IT,and promoting the construction of personnel teams.Finally,through the above measures,the current situation can be effectively improved,and the marketing quality of FAW Finance Company Jiefang auto finance business can be improved,so as to achieve higher business objectives.To contribute to the liberation of brand auto finance business. |
