Research On Optimization Of Retail Marketing Channel Of BHAF Automobile Finance Company

BHAF Automotive Finance,as the fastest growing branch of Beijing Hyundai's earnings,has also increased its penetration year by year,and has surpassed some of the longer-ever auto finance companies.By analyzing the BHAF auto finance company's operating conditions and marketing channel strategy,it can improve the level of automotive financial services,but also help to drive the dealer's vehicle sales,and for other auto finance companies and 4S shop in close cooperation Model,through the BHAF car finance company's consumer credit marketing channel strategy research,theoretically enriched the consumer-dealers-manufacturers-insurance companies-banks of all interests in the interests of the distribution,risk sharing and other issues on the coping strategies The In the practical level to find out the impact of BHAF car finance company's development of consumer credit barriers and factors,in order to improve the proportion of credit car sales in new cars,to change the full amount of car to consumers to bring financial pressure to improve the current BHAF car finance company Profitability,the modern car to enhance the market share,promote vehicle sales played a guiding and promoting the role of research has important theoretical significance and practical value.This paper first reviews the research results related to the marketing channels of automobile finance companies at home and abroad.On the basis of the previous research results and the actual theory of BHAF Automobile Company,this paper analyzes the research methods of BHAF Automobile Company by SWOT analysis method The paper puts forward the optimization strategy of BHAF automobile finance company's retail product marketing channel after pointing out the problems and shortcomings of BHAF auto finance company's retail product marketing channel.The following conclusions are drawn from the systematic study:First,the advantage of BHAF auto finance company's retail product business development is greater than the disadvantage;the overall opportunity is greater than the threat.Second,BHAF automotive finance company's retail product marketing channel problem is that the marketing channel objectives are not clear,the brand influence is weak,lack of investment,lack of management of the dealer.Third,the paper combined with the actual BHAF car finance company,from the clear marketing channel objectives and structure,to consolidate the channel within the brand influence,strengthen the channel to carry out promotional activities,improve the management mechanism of the dealer,and more measures to strengthen the existing channel maintenance five This paper puts forward the marketing strategy of BHAF auto finance company's retail products.