C Company Sales Marketing Strategy Study Based On Auto Financial Service

With the development of China Auto Market,Chinese annual vehicle sales volume has become No.1 all over the world.By the end of Year 2017,the total sales volume of China auto market has reached 28.87 million units.And as a very important role within the whole industry value chain,auto financing has been regarded as the most efficient & powerful tool to enhance the vehicle sales volume though it only experienced less than 20 years in China auto market.This paper starts from the current difficult C company is facing,which is the low sale volume,so as to discuss the marketing strategy based on auto financing which is expected to help C company enhance the sales volume.This paper reviews the theory and concept based on marketing strategy,industry value chain theory,customer loyal theory and etc.And based on the relevant theory & concept,it also analyzes the characteristic & specific functions of auto financing.By using PEST and SWOT analysis tools,this paper analysis the internal & external environments of C Company as well.And with the further analysis of auto financing business at home and abroad which including current performance,current financing channels and competitive power,a marketing strategy based on auto financing has been re-confirmed as the most suitable strategy which could help C company to solve current issue and enhance the sales volume.With analysis of C company's environment and current status,several main issues have been found: the first one is the high fixed price;the second one is the unreasonable promotion policy;the third one is dealer's lack of confidence which lead to the low brand loyalty.In order to solve these issues: firstly,to use the characteristic of auto financing to make a different fixed price strategy.Secondly,to optimize the promotional strategy with flexible auto financing products.Then based on the industry value chain theory,to enhance the profitability of dealer so as to enhance the loyalty.And last but not least,to encourage C company take an action on the Che Miao Dai Project and Pre-approve Sales Strategy based on Big-Data & Fintech,which would help C company explore the new sales method with the development of the Internet technology.