Research On Financial Penetration Promotion Strategy Of Honda 4S Store (Guangzhou)

In recent years,with the rapid development of the process of economic globalization,the global automobile production overall shows a steady growth trend.At the same time,China's auto industry and auto finance industry has also been rapid development,but compared with western developed countries,the auto finance industry still has a certain gap.As the dealer of Honda,Honda Guangzhou 4S store sells all kinds of models of Honda brand.However,after several years of development,the sales volume of new cars increases year by year,but the financial penetration rate gradually stops after a period of growth.Therefore,this paper aims to analyze the financial operation status of 4S stores,in the hope of improving the professional level of automotive financial services in the stores,improving the proportion of loan purchase in new car sales,and promoting the improvement of financial penetration.The first and second chapters of this paper respectively introduced the research background and significance,research content and ideas,automobile finance and other related theories.The third chapter on the basis of a large collection of related data,combined with the actual condition of 4 s store,the integrated use of PEST analysis,SWOT,porter five analysis on the permeability of Guangzhou Honda 4 s store internal and external environment analysis,the fourth chapter through the form of a questionnaire survey,analysis points out the problems that the store auto financing and reason,in the fifth chapter based on the theory of marketing mix of Honda 4 s shop car faltering financial permeability,in the analysis of existing problems and their causes in the development and introduction,and puts forward some countermeasures and Suggestions for the above problems,In the hope that the increasingly fierce competition in the market environment can enhance the overall competitiveness,improve the financial penetration rate,create more value forenterprises.Chapter six formulates the guarantee of marketing strategy implementation.This paper finds that in the future,the development space of automobile finance industry is huge,and automobile finance will be an important profit growth point of automobile 4S shop industry chain.Auto financing in the future need combination of online and offline marketing to promote the development of the financial business,the core competitiveness of 4 s shops auto financing has a stable compound talents,there are financial products that conform to in-store customer needs and market marketing ability,by improving the quality of service and improve service efficiency to ensure customer satisfaction.Research of this paper provides the practical cases of 4 s store financial business,points out the influence on practice level store auto financing permeability ascend the cause and the existing problems,and expect the store through ascension automobile financial service specialization level,improve the credit account for new car sales proportion,the 4 s store profitability of ascension has strong guidance value.At the same time,it plays a certain role in promoting the market share of Dongfeng Honda automobile and promoting the sales of complete vehicles,and can also provide reference for related enterprises to expand similar businesses.