Research On Marketing Strategy Innovation Of Consumer Credit Business Of F Auto Finance Company

With the steady and rapid development of the Chinese economy for many years,the Chinese auto consumer market and the accompanying auto finance market have experienced explosive growth in recent years.In this great historical process,the automaker(the main engine factory)is a shareholder,so that it is closely related to the auto finance company,called "exclusive auto finance company",seizes the opportunity,relies on the rapid development of the OEM and its dealer network,becomes one of the most important players in China's auto finance market,and plays a very important role in promoting residents' automobile consumption and financial market prosperity.At the same time,however,the exclusive auto finance company should also be aware of the unprecedented challenges and risks faced.In 2018,the Chinese auto sales market has continued its 28-year continuous growth and entered the downtrend channel;the Internet economy has changed the industry ecology more profoundly.The trend of “new four” of automobiles,such as electrification,sharing,intelligence and network connection,is on the rise;the automobile sales channel irreversibly sinks to the third-tier and below cities;Leading-edge technologies such as Fin-Tech(financial technology),big data,AI(artificial intelligence)have led the development of marketing and risk control in the auto finance industry;a large number of financial leasing companies have entered the market with strong capacity,and competition has been intensified...Under this circumstance,exclusive auto finance companies must not follow the old-fashioned and self-sufficient,especially in the ever-changing marketing field,must adapt to the trend,be determined to innovate,seek breakthroughs,and lead the trend.F Auto Finance Company(hereinafter referred to as “F Company”)is an auto finance company specializing in automobile consumer credit and operating loan business under the China F Auto Group.Since its establishment,F Company has made great progress,and its core indicators such as asset size,loan balance,market share and customer satisfaction are among the top in the industry.It is a typical representative of exclusive auto finance companies.At the same time,however,F Company also has a lot need to be innovated and improved,especially compared with other mainstream auto finance companies located in the first-tier developed regions.There is still a certain gap in the marketing field,and it needs relentless and forward-looking innovation iteration,seeking breakthroughs,catching up and leading the future development of the industry.Based on the analysis of the macro-environment and micro-environment of the exclusive auto finance company,this paper takes F Company consumer credit business as a typical research object and uses its marketing strategy and innovation as the research topic,using the PEST analysis method and the SWOT situation analysis method.Internal and external,subjective and objective conditions are deeply analyzed,using STP analysis,4Ps marketing theory and other theoretical tools and literature research methods,research methods and other research methods,put forward constructive opinions on innovation and development to its core marketing elements(business model,product design,channel construction,promotion,etc),and provide a reference for the marketing innovation and business development of China's exclusive auto finance company represented by F Company.