Research On The Influencing Factors Of Increasing Market Share Of Auto Financing Business Of N Bank C Branch

Since 1990,China’s car production and sales volume has maintained high growth until2018,China’s car production and sales volume in 28 years for the first time in negative growth.From 2019 to 2020,China’s auto production and sales volume continued to show a negative growth trend,China’s auto market from high-speed development into a stable stage of development.With the emergence of the automobile industry,various types of automobile financial institutions have gradually begun to merge and restructure,survival of the fittest.In such a fierce competitive environment,only the financial institutions that constantly adjust their development strategies,change their marketing concepts and try their best to meet the market demand can stabilize or even improve their market position and maintain their competitive advantages.In this context,auto financing institutions clearly understand consumers’ motives for choosing auto financing products,and know what factors and how consumers’ attitudes towards buying auto financing products are affected by,therefore,it is very important to develop and strategic marketing the automobile financial product market.Through PEST model and Porter’s five-force model,this paper qualitatively analyzes the external environmental factors that affect the market share of auto financing business of N Bank C branch,combining the previous research on automobile finance in products,costs,channels,personnel,services,brand and other factors related to finishing,by questionnaire and SPSS analysis,it is found that product,channel,service and brand have positive influence on consumers’ willingness to purchase automobile finance,while cost and personnel have negative influence on consumers’ willingness to purchase automobile finance.Combining with the actual work situation,this paper sorts out the problems existing in the product,cost,channel,personnel,service and brand of n Bank C branch one by one,including: the product aspect,the lack of personalized financial products;the cost aspect,business processes are cumbersome and inefficient,and the time cost to consumers is too high.In terms of channels,the marketing channels are single and there is a lack of independent marketing.In terms of personnel,over-reliance is placed on manual audits,and risk control measures lag behind.In terms of services,lack of intelligent and fast self-service;brand,did not establish its own brand characteristics.Finally,on how to improve the consumer to n Bank C branch automobile financial product purchase willingness,further enhances the N Bank C Branch Automobile Financial Service Market share to propose the concrete optimization strategy and the safeguard measure.Provide diversified products and differentiated credit information in the product optimization strategy;In the cost optimization strategy,it is suggested to provide differential fee rate,lower small loan approval authority,increase mobile digital approval,simplify application data,share information in the bank system,and improve approval efficiency In the channel optimization strategy,the "online + offline" model is adopted to carry out marketing,the online clients are exploited,and the offline outlets are marketed.In the personnel optimization strategy,it is suggested that on the one hand,the personnel training should be strengthened,and on the other hand,the comprehensive application of network information technology should be strengthened,in the service optimization strategy,digital online customer service is added.The brand optimization strategy includes improving the overall brand image and shaping the brand characteristics.