| Automobile industry is one of the pillar industries in our country and occupies an important position in the national economy.Since 2009,China has held the top spot in global auto production and sales for eight consecutive years.The growth of automobile consumption demand drives the development of automobile finance,making auto consumption credit the second largest consumer credit loan market after mortgage.Auto Finance is active in the circulation and service segments of the automobile industry and plays an important role in providing personal car loan services to consumers.It provides batch loan services to 4S shops and dealers.In addition,it also provides vehicle maintenance and repair services,Car beauty,car insurance,etc.to provide financial support.As a new thing,auto finance has got the key attention from all walks of life.However,compared with the mature automobile finance in other countries,the development of auto finance in China is still in the initial stage,and the proportion of loan car purchase to total automobile sales is still relatively low.But in recent years,automobile has become increasingly diversified financial market participants,gradual transformation of the national consumption idea,constantly enrich financial products and services,car finance industry policies and regulations of increasingly norms,personal credit system gradually improve,common inspired the huge potential of auto financing has stimulated the vigorous development of the auto financing.Financial co.,LTD.,founded in 2008,HM is HM auto group set up internal financial institutions in the service of the brand,since 2011,comprehensive financial service,just six years,customer credit rate rapidly from 3.47%to 29.94%.Based on the analysis of the domestic and foreign automobile financial development present situation,has carried on the PEST to HM auto marketing environment analysis,after the introduction of HM auto existing financial products and services,and found that the HM automotive financial financing difficulties,the product of a single,lack of financial talents.In from two angles of competitors and consumers to analyze marketing environment,and by using the SWOT analysis method after comprehensive analysis,this paper use 4 p theory of HM automobile financial service optimized combination,existing products is pointed out that HM financial should be based on market segmentation to develop diversified business,cooperation with commercial Banks,auto financial development of the Internet.In addition,implement the safeguards from the laws,regulations,personnel,funding and other aspects of the implementation of marketing strategies.In the highly competitive automobile finance environment,hope HM Financial to accurately locate the market,continuously innovate products and services according to diversified customer needs,optimize marketing strategies and raise marketing level so as to enhance brand competitiveness and create greater profits while also giving consumers a better customer experience. |
