Research On Marketing Strategy Of F Finance Company Auto Finance Business

In recent years,the domestic automobile industry has developed rapidly,and China’s automobile industry has also rapidly established a complete modern automobile industry system.Now,China has become an important market and production base for global auto companies.In order to further promote the upgrading and reform of the automobile industry,the state has issued a policy of gradually liberalizing the classification of the automobile industry.In 2018,the foreign equity ratio requirement for special vehicles and new energy vehicles will be abolished.Abolish the foreign equity ratio requirement for commercial vehicles in 2020;In 2022,the requirement for foreign ownership in passenger vehicles will be abolished,and the requirement for no more than two joint ventures will be abolished.This series of measures coupled with the booming development of China’s industry and logistics in recent years,the demand for commercial vehicles is increasing and the competition is becoming increasingly fierce.More and more auto financial institutions or banks begin to make efforts in the commercial vehicle auto financial market.F Financial Company,whose main business is commercial vehicle financial business,has seen its penetration rate decline in some important provinces and regions.How to stop the decline of market penetration in some regions? How to improve customer viscosity,increase market profits and improve team efficiency and competitiveness?This is an urgent pain point needs to analyze and improve.This article through to F financial company financial business of commercial marketing present situation analysis,found that F financial structure design of the auto finance business of the company products are too simple,the price is relatively high,single marketing channel,promotion of the single and lagging,team efficiency is not high,the lack of initiative sense of competition,risk control problems such as too pursuit of "zero risk".Based on the understanding of digital technology and digital economic environment,combined with marketing theory（4P theory,4C theory and STP theory）,this paper puts forward the financial business marketing mix strategy of F Financial Company,which is helpful to improve the above problems,improve market competitiveness and improve market penetration.At the same time,with the advantage of digital technology and measure,it can effectively broaden the channel to the online,extend to every consumer mobile terminal;To achieve more efficient and convenient marketing services;Accurately predict market demand;Can reduce the risk level scientifically and reasonably.In the end,F finance company’s auto finance business marketing quality is better,to achieve higher business objectives.At the same time,it can also provide some reference for the marketing of other financial businesses in the same industry.