Precise Marketing Strategies Reserch Based On Advanced Customer Information System Of Auto Financial Service Companies

Auto financial service industry started relatively late in China, but it has huge potential on developing. Auto financial service company plays an important role in auto financial service industry, it aims to provide financial services to the customers in the market, therefore the build of brand is very important for all auto financial service companies.Regarding to the development of the auto financial services industry, a lot of problems appeared. For example, the boundary between the auto industry and auto financial service industry is not clear, the customer information system is not perfect and the channels of precise marketing are not fully understood. All these are leading auto financial service companies to meet big bottleneck in the process of development.In the meanwhile, the development of the Internet has provided the solutions for the auto financial service companies on the precise marketing. On the one hand, the development and expansion of Internet technology and the Internet companies enabled the auto financial services company to build up a better structure of customer and comprehensive method to collect customer information; through the advanced customer information system, companies can target customers more precisely. On the other hand, through the integrated and marketing channels, companies can take the advantage of different marketing channels to realize precise marketing strategy.Based on theatrical study, this paper also use multiple methods on the research, for instance, combining qualitative analysis and quantitative analysis, combining the methods of literature review to improve the customer structure and customer information structure, taking the existing precise marketing channels into consideration at the same time.As a result, companies can kick off the precise marketing plan.On the basis of the theory of advanced customer information system and precise marketing system this paper also take a well-known domestic auto financial service company in China as an example to make a successful example of the customer orientation and marketing system.For example, taking customer natural attribute,business properties, net interest tags and behavioral to build a stereo image. And on the basis of the image, the paper conducted marketing strategies regarding to the precise marketing system. For instance, the life cycle marketing based on database, a one-stop marketing information query platform based on official account; a third- party platform to find more potential customers and instant public relations and the maintenance of long-term brand image through media cooperation.With theory and practice study of customer information system and precision marketing, this paper has made examples and some reference for auto financial service company and other enterprises who expect to use precise marketing to get brand exposure and better sales revenue.