| Along with the development of automobile industry in China, the changing ofthe social credit environment, and the improvement of the financial awareness by carpurchaser, financial service has become an irresistible trend in the automobile tradingmarket as well as FAW Jiefang automotive financial service. According to thedevelopment strategy of FAW Group, the scale of FAW Jiefang automobile financialservices could not meet the needs of the market. In addition to risk factors, theurgently problems restricting the automobile financial services development are howto carry out effective automobile financial service marketing strategy; use automobilefinance product in the large-scale promotion and give full play FAW Jiefang brandmarketing capabilities.In this paper, by describing FAW Jiefang automobile financing retail businessmarket development present situation, analysis found that FAWAuto Finance Co.,Ltdto carry out FAW Jiefang automobile financial marketing issues that exist in the retailbusiness. For FAW Jiefang automobile financing retail business market, using the STPmarketing strategy to research. According to market segmentation principle andprocess, from the basic attributes based on the customer, based on the vehicleproperties, based on the financing, based on the financing transaction link attribute,the four main attributes analysis customer demand, then use the difference dimensionto carry out the market segmentation. Through the design and build of market analysisevaluation and market selection analysis function, using the method of qualitative andquantitative to carry out FAW Jiefang automobile financing retail business marketsegmentation. Through the comparative analysis of several major market positioning,the choice of establishment and development of suitable for faw financial companies"professional, convenient and smart" in the development of market positioning.For FAW Jiefang automobile financing retail business basic marketing strategy,put forward market differentiation competitive strategy and different state of market competition strategy; In product strategy, put forward the automobile finance productdevelopment and utilization, product mix strategy; In the pricing strategy, and putforward the current pricing targets and pricing strategy to respond to market change;In the channel strategy, and put forward the policy measures to respond the channelmanagement, channel conflict, and channel integration strategy; In the promotionstrategy, put forward scaling up comprehensive manufacturers joint discount activitybusiness, Finally put forward marketing implementation safeguard measures, byperfect market operation and management mechanism, by strengthen the constructionof management information system, by promote the construction of staff team.According to incomplete statistics, in the truck and car sales, the ratio ofautomobile loan can reach50-70%.It has the important meaning for the profit growthfor the FAW group if other automobile financial derivatives are included by enhancingFAW Jiefang automobile financial services, to enlarge the dealer network servicecapability, increasing the Jiefang Truck sales. |
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