Research On Marketing Strategy Of Personal Loan Business Of First Automobile Finance Company

With the development of economy,the automobile industry is developing rapidly in China.Therefore,as a marketing means to promote automobile sales,auto finance is gradually becoming mature in China.However,compared with foreign auto finance markets,the penetration rate of China’s auto finance still has a large space to rise.At the same time,with the proposal of the new infrastructure and new energy strategy,the development prospect of commercial vehicles as a means of transport has a good prospect,which can further promote the development of the commercial vehicle financial field in the domestic market.After the commercial vehicle financial market highlights the great potential,the number of competitors entering the commercial vehicle financial market is gradually increasing,and the market competition is becoming more and more fierce.As the direct contact link between auto finance companies and customers,financial products directly reflect the brand image of auto finance companies.FAW Finance Co.,Ltd.,as one of the earliest institutions to enter the commercial vehicle finance field,even more needs to maintain its advantages in the fierce market competition and constantly explore the market to grab a larger market share.Therefore,it is of great significance to analyze the personal loan business(financial products)of FAW Finance Co.,Ltd.Through the reading of a large number of literature and the analysis of actual cases,this paper finds that the main problems of financial products of FAW Finance Co.,Ltd.include the lack of product innovation,lack of price advantages,relatively traditional marketing channels,not flexible promotion means,lack of technical support and so on.+ With the help of the relevant theories of marketing,and by using the process of macro,micro,SWOT analysis and STP analysis,the marketing combination strategy was proposed for the auto finance personal loan business of FAW Finance Co.,Ltd.to solve the above problems.In order to increase the market share of FAW Finance Co.,Ltd.in the commercial vehicle field and enhance the penetration rate of auto finance in the domestic market.On this basis,it is also hoped that through the marketing analysis of personal loan business,the status quo of the traditional channel mode can be broken,more customer groups can be explored,and differentiated financial products can be developed through the analysis of customer portraits.It can not only meet the differentiated needs of customers,but also reduce the adverse risk of the company,so as to achieve the profit target.Moreover,the study on the marketing strategy of the financial products of FAW Finance Co.,Ltd.will also help to promote the development of the entire domestic auto finance market and narrow the gap between China and developed countries.