Research On Marketing Strategy Optimization Of Auto Financial Products Of Company A

Since the birth,the main target of the auto finance industry is to provide financial services for the auto industry,help the auto industry complete the industrial chain circulation with high efficiency and quality,and expand auto sales.The most important operation mode of the auto finance industry is to establish a cooperative link with dealers through inventory financing business in the dealer system,and then rely on dealers who have formed a cooperative relationship to sell retail credit products on a commission basis,forming a virtuous circle of mutual benefit between auto finance companies and auto dealers.However,with the shrinking sales of the new car sector,the emergence of the direct sales model and the bank’s attention to the financial services of the auto sector,the competition in the auto finance industry will become more and more fierce and unpredictable.At present,the market share of company a has been seriously threatened due to industry changes and the strong entry of competitors.Clarifying the future market direction,optimizing product marketing strategy and expanding product marketing channels are important topics for company a to continue to maintain its leading position in the market.This paper takes the marketing strategy of auto financial products of company a as the research object,and puts forward an optimization scheme for the existing product marketing strategy through the case analysis of the company,combined with the marketing theoretical knowledge and the actual market situation.Firstly,this paper introduces the related concepts of auto finance industry,financial marketing and product marketing.Secondly,it analyzes the external and industry environment through pest and the five forces of the industry.Secondly,it defines the existing problems and causes of the current marketing situation of auto finance products of company a through questionnaire survey and in-depth interview.After that,through the author’s thinking and advanced ideas at home and abroad,this paper puts forward a specific optimization design scheme for the problem of product marketing strategy.Finally,through the proposed safeguard measures to ensure that the optimization scheme can be implemented smoothly.I hope this paper can provide a feasible reference scheme for the optimization of product marketing strategy of company a,so that company a can continue to maintain the leading position in the current market.It is also hoped that through this paper,brother companies in the same industry can better understand their own advantages and disadvantages,jointly embrace future market changes and prepare for change in advance.