Research On Marketing Strategy Of Special Financing For Automobile Sales Of ZGJ Bank

Special financing for automobile sales according to F automobile group is a realistic choice of the implementation of"follow customer"strategy. It is also a key point of success in the competition of core client. Directed by the vanguard theory of marketing,this article systematically analyzed the marketing strategic management of special financing for automobile sales of ZGJ bank . The main contents in this paper were as follows:(1) It described the characteristics of special financing for automobile sales of ZGJ bank and the current situation of such business and then the necessity of developing such business.(2) It analyzed the macro and micro environments of credit marketing of special financing for automobile sales of ZGJ bank using the PEST analyse theory and Porter Competitive Force Model respectively. It also utilized SWOT analysis model to assess and compare the advantages and disadvantages of its internal environment.(3) It systematically analyzed the credit marketing of special financing for automobile sales from the following aspects,including market segmentations, the strategy of the target markets, market positioning and the execution of 4P marketing mix strategy based on the marketing process theory.It proposed the marketing strategy according to the business of special financing for automobile sales.That is avoiding all-round market competition with other bank,using market niche strategy as much as possible.It is suggested that ZGJ bank should choose the second and third class city as the target market. It need to determine the market position as to develop the customers from newly-built shop, contend for customers from the second and third class city. And it is necessary to make 4P marketing mix strategy.First, we must establish a brand of special financing for automobile sales of ZGJ bank. Second,we should provide flexible price to different customers.Third, the marketing channel of the branch bank of ZGJ should play an important role in such business.Fourth,we have to adjust the marketing strategy dynamicly.(4)At last,it addressed on the issues in the marketing works of the special financing for automobile sales, and puts forward the author's own suggestions and improving ideas, which include the transformation of marketing concept,the adjustment of marketing strategy,the risk controls of credit marketing, the simplification of approval flow,the perfection of examination mechanism,the management system of the product innovations as well as the customer relationship management.What is advoeated here is that credit marketing is a systematic project that necessitates the erection of the modern marketing tenet of"getting oriented toward the market and focusing on customers"to achieve a united marketing through the bank under the principle of"second line serving the front line and front line serving customers".Strategic planning should be all-round and must fit in with the development goals,resources and environment of the bank.The combination and application of various strategies during marketing should be flexible and variable to suit the market.At the same time,it is also high important to develop an information feedback and risk control system that matches the overall marketing campaign.