Study On The Second-hand Car Loan Marketing Strategy Of Shanghai Pudong Development Bank

With the continuous development of China’s auto market, and second-hand car related laws and regulations continue to improve, especially in March 2016, issued by the general office of the State Council document No. 13 the general office of the State Council on promoting the second-hand vehicle transaction convenience, a number of opinions ", covering every link of the second-hand car trading circulation system, information system, business model, and financial support, support attitude obvious, the second-hand car market ushered in a good time to an unprecedented development. Article 6 provides that: increase the used car finance support, appropriate to reduce second-hand car loans Shoufu ratio, simplify loan procedures, and increase the second-hand car credit support, reduce credit threshold, support the development of second-hand car loan business. "State eight" in promoting the development of second-hand car finance field gives a clear view of the support, which provides a good opportunity for the development of second-hand car loan business development.From the developed countries of the second-hand car circulation experience, banks and other financial institutions involved in the development of consumer lending business, the development of the used car business as well as the future of the rapid development of a very large role in promoting. Past involvement in field of automobile loans are private capital,small loan companies, security companies, high interest rates, poor credit, financial order is very confusing, and with the development of second-hand car market, the original financial service has been unable to meet the demand of industry development. At this time,second-hand car from the bank financial products operating.SPDB Dalian automobile trading market branch was established on 22 January 2015, is Shanghai Pudong Development Bank the first engaged in second-hand car loan for professional branch, is shouldering the important mission. How to take advantage of the current favorable external environment, in the fierce competition to gain the advantage,promotion and development of the bank’s second-hand car loan products, becoming the primary task of the development of the branch. In this paper, the branch in the second-hand oxcart loan business in the process of the development of some positive exploration,combined with the actual situation of Dalian Local used car loan business development, andprovide reference and experience for the Shanghai Pudong Development Bank, the second-hand car loan business.Used car loan business has just started in China, Ping An Bank is first mover advantage,and the advantages of specialized business operations, with the advanced experience in the field of new car financing and advanced examination and approval system, Ping An Bank in the market launch of second-hand car loan products competitiveness strong, to want to be in the competition beyond Ping An Bank, to occupy a leading market share, Shanghai Pudong Development Bank need to work out a set of effective marketing strategy.This paper first introduces the second-hand car loan research background, research significance and research methods, reviewed and summarized the related theory, and then the second-hand car loans have analysed the internal and external environment, determine the second-hand car loan marketing strategy, firstly, the Shanghai Pudong Development Bank loans for second-hand car market positioning and marketing strategy research the combination, finally put forward guarantee measures and solutions. The full text from the Shanghai Pudong Development Bank in a second-hand car loan professional branch of the daily business of second-hand car loan of Shanghai Pudong development bank marketing strategy, which is the study of the relevant issues, but also the research and summary of the Shanghai Pudong Development Bank second-hand car loans for this new business, and accordingly find the future direction of business development, hope to have reference the significance of development of the second-hand car loan business of Shanghai Pudong Development bank.