Research On Marketing Strategy Of Auto Loan Products Of Shuntong Company

In recent years,with the development of the economy and the continuous upgrading of the automotive industry,the automobile finance market has become an important part of the financial market.The scale of automobile finance business has been expanding,involving financial institutions,automobile manufacturers,consumers,and other stakeholders,forming a complete automobile finance industry chain.At the same time,it has led to increasingly fierce competition in the automobile finance market,with various financial institutions and automobile manufacturers increasing investment to compete for market share.Coinciding with the 2020 pandemic,the economy did not develop as expected,bringing a huge impact on the automotive market and financial market.As a major participant in the luxury car market,Shuntong Company began its automobile finance business in 2008,with the main segment being automobile loan business.However,in the past three years,as market participants have increased their investment,Shuntong Company’s market share in automobile loans has been gradually eroded,and the business volume has shown a downward trend.Therefore,how to continuously attract consumers and increase market share has become one of the important topics facing Shuntong Company’s automobile loan business.This article takes Shuntong Company as an example to conduct research on the optimization of marketing strategies for automobile loans.The research methods of this article include investigation method,comparative analysis method,and literature research method.The main applied theories include SWOT analysis,STP theory,and7 P.This article will first introduce the development history and product structure of Shuntong Company’s automobile loan products,so that readers have a basic understanding of Shuntong Company’s loan business.Secondly,using the different dimensions of 7P,this paper will summarize the current marketing status of Shuntong Company’s automobile loan business;then,based on the summary of the marketing status,using the investigation research method,interviewing representative consumers and internal employees,combined with the 7P theory,the paper will identify six major marketing problems currently faced by Shuntong Company’s automobile loan business.Next,this paper will analyze the marketing environment of Shuntong Company’s automobile loan business from three levels: macro marketing environment,micro marketing environment,and SWOT analysis.After fully analyzing the current situation,problems,and environment,this paper will use the STP theory to position the target market/product,and the 7P theory to propose a set of marketable marketing mix strategies and implementation guarantees.The implementation of this marketing mix strategy is expected to promote the product upgrading and precision marketing of Shuntong Company’s automobile loans.The research results of this article have practical significance for the optimization of marketing strategies for automobile loan business of Shuntong Company and related industries,helping to improve market competitiveness and customer satisfaction,and providing useful references for related enterprises.