Research On Marketing Strategy Of BMW Automotive Finance Service

There are centuries of history for automobile industry in the world. Auto finance plays a vital role in the development of automobile industry and market. In the1980s, the auto market in China with a rapid development is becoming one of the only largest auto markets in the international Since the reform and opening in China in the1980s. Automobile financial service in our country, meanwhile, is also present rapid development trend in the automotive market, has gradually become the most growth in the value chain of the whole car market value of the part. however, Relative abroad, China’s auto market started relatively late, the whole is not mature enough. And the development of the automobile finance credit service, also there are a lot of space. BMW automotive finance entered the Chinese market in2010, after nearly three years of operation, BMW financial product sales across the country average permeability from the initial few percent increased rapidly to over twenty-seven percent. Data statistics show that in the third quarter of2012, the national average permeability of BMW financial once reached33%, far higher than other financial permeability of luxury brands. But it has to do with mature auto markets, such as the United States, Europe, Japan and other countries of auto consumption credit permeability compared to still have quite a gap. Research BMW financial marketing strategies can help its expansion in China market share, promote the sales in China of permeability ascend, create profits for manufacturers and distributors at the same time, can also be used for the majority of BMW car consumers to bring more benefits.In this paper, through the combination of theory and practice study way, by using the statistical method of analysis of BMW automotive finance has carried on the systematic research, and based on market segmentation, determine the BMW automotive finance target market and market positioning of their products. Through7p research and analysis, optimization of the marketing strategy combination of BMW automotive finance, to the same type of auto financing companies also has reference significance. In this paper, based on the BMW financial marketing practice, reference literature, data statistics and market investigation, using the market marketing theory, to the enterprise marketing present situation has carried on the detailed discussion, in the hope that in the increasingly competitive automobile consumption credit market environment, improve the marketing level of existing enterprise, improve enterprise’s market competition ability.