The Consumer Finance Marketing Strategy Planning And Research Of M Company

"Consumer Finance" means the loan disbursed by banks, Trust and Small Loan Companies etc. and used for tourism, decoration and other consumption ways. In recent, Chinese Government sets the Macroeconomic Policy to expand domestic demand to support and encourage commercial banks and other non-banking institutes to develop the business of consumer finance, which facilitates the development of consumption and credit market in China. Since Statistical Data is available, the balance of consumption finance increased to RMB 3730 Billion in 2008 from RMB 17.2 Billion in 1997 which is 12.4% of total GDP in current year. As of 1st half year of 2009, only individual loan balance from financial institutes has increased to RMB 4400 Billion. With the development of consumer finance, besides bank industry, various non-banking industries were engaged in the business of consumer finance.Just under this circumstance, M Company has proactively participated in the marketing expansion of consumer finance by Trust Company recently meanwhile strategically set this business as a keynote method in profit contribution in the future.Due to deficient experience and knowledge, weak marketing slows down the development. While severer competition in the market, M Company has to confront the huge challenges and opportunities. The Company must review the way of marketing to survive and reboot.The thesis analyzes the macro-marketing environment as breakthrough point; through status quo and projection of future development, target customers, analysis of competitors and lay out important marketing factors, find out problems and further formulate effective strategy. The whole essay is divided into six chapters:Chapter One mainly introduces the status quo of M Company and development of consumer finance as well as casting questions. Chapter Two presents external macro-environment of Company and tread of consumer finance development; Chapter Three analyzes the demand of target customer group and makes research of acts of target customers; In chapter Four, give a clear picture of pros and cons of main competitors in China as well as gap among them. The new marketing strategy and planning based on the previous analysis will be come up with in Chapter Five. Eventually, sum up in Chapter Six. The research and summary will exert some value of reference to present consumer finance while pose concrete and practical instruction to the marketing work of consumer finance of M Company.