The Applied Research Of Digitalisation Marketing In The Financial Field

The key to success in auto finance is the innovation of products and services, which should be based on consumers’ needs and habits. In product design, channel construction, marketing strategy, service upgrades and other aspects, the innovation should comprehensively adapt to the reality of the rapid development in the Internet and mobile data, and help to explore proper financial products and services model for the Chinese automobile market.This thesis focuses on how the auto financing companies meet the challenges actively, reform their business models, and optimize the allocation and utilize marketing resources to encounter the coming of Big-Data era, and how they maintain a high profitability and a higher input-output ratio than other industries by using new techniques and the Internet media facing multiplying competitive pressures in the market. For traditional auto financing companies, if they enter the field of digital marketing initiatively, there is a great opportunity to explore the gaps in the market without being noticed, and furthermore, the finance market in the Internet and automobile will be informed probably, thus the version2.0update of the auto finance will be completed in the moblie Internet era. For every company in this industry, the rapid motion is crucial to success. Hence, it is particularly urgent to provide basic and applied research for these enterprises to make digital marketing.From the current scientific and technical literature, for auto finance, substantive results of digital marketing’ reality and improvement measures have not yet achieved. The topic of this thesis refers to a relatively new area. During the course of the topic selection, literature survey, argumentation, the author found that digital marketing’ reality and improvement measures of auto finance obtained little attention in the industry.In Chengdu Motor Show held on September9,2013, automobile digitalisation marketing conference was held by Shenzhen Tencent Inc. with a long discussion. The industry reached a consensus:digitalisation integrated marketing is based on the information network (mainly Internet), and there are three main aspects of its meaning.The first one is the unity of information dissemination, i.e. the whole company speaks in one voice, so consumers can obtain the same information from whatever media.The second one is the interaction, i.e. the communication between the company and consumers is meaningful, so both of them can acquire information and feedback quickly, accurately and individually.The third one is the target marketing. It means that all marketing activities of enterprises should focus on business objectives for the achievement of the full marketing.The digital marketing of auto finance also includes the following meanings: the marketing is customer-oriented, and the integrated marketing efforts should be made to support the digital transformation. Considering the digital integrated marketing as the core, the intellectual e-commerce can remodel customer value proposition, enhance, expand and redefine the overall customer value chain through the analysis of information and data. By reshaping the value chain, the e-commerce model can be revamped, and the integrated e-marketing of enterprises can achieve innovative development.The digital integrated marketing model refers to a series of marketing behaviors of enterprises using the Internet and other means to promote product sales. It is a kind of Internet marketing based on Web3.0, which focuses on customers’value orientation, and communication and interaction with customers.Through analyzing the significance of the digitalisation marketing theories in auto finance marketing, this paper conducts the pioneering research on the innovative marketing strategies of auto finance. This paper has the following specific innovations:first, this paper analyzes the digitalisation marketing’s features and its current situation of our domestic auto finance. Then the auto finance digitalisation marketing strategies will be categorized, and this paper puts forward a variety of specific and relevant digitization marketing strategies. This paper aims to attract more attention of scholars, which may result in increasing in-depth research and substantive research results to promote the development of China’s auto finance digital marketing theories and practices.Based on the concept and characteristics of the digital marketing, this paper elaborates on the content, significance and development trend of the digital e-commerce. Through the detailed analysis of strategic management of the Chinese auto finance, this paper gives some strategies that may help to strengthen digital marketing of the auto finance. Enterprises should pay attention to the advent of the digital era, strengthen strategic awareness, and strive to establish the digital marketing management system based on the core competitiveness. And they should implement knowledge-based management as a means of strategic management, strengthen strategic risk management, and actively adapt to the changing market environment to enable enterprises to stand invincibly.