J Rural Commercial Bank Second Hand Car Credit Marketing Strategy Research

After years of development,China's automobile industry has gradually matured,and the second-hand car consumption market has developed rapidly and has a good prospect.In this era,the bank's second-hand car credit business ushered in major development opportunities.How to effectively carry out the second-hand car credit business and quickly occupy the market has become an important research topic for commercial banks.In particular,the choice and implementation of marketing strategy become the most important for commercial banks to success in second-hand car credit.In this thesis,J rural commercial bank as the research object,divided into four steps to study J rural commercial bank used car credit business marketing strategy problem.First of all,through the literature review,this paper introduces the research status of the topic at home and abroad and chooses the more scientific theoretical model as the analysis tool.Secondly,SWOT analysis method are used to analyze the internal and external marketing environment of J rural commercial bank's second-hand car credit business,and the external environment analyzes the macro environment,market environment and competitive environment specifically;the internal environment analyzes the resource environment and j rural commercial bank's own ability in detail;and the internal and external environment is analyzed by SWOT analysis method A comprehensive analysis is made.Thirdly,using STP strategy to target the second-hand car credit marketing of J rural commercial bank.Focusing on the target market and positioning,this paper uses 7PS marketing theory to optimize the second-hand car credit marketing of J rural commercial bank from seven aspects: product,price,channel,promotion,personnel,tangible display and process control.Finally,the paper puts forward the guarantee measures of J rural commercial bank's second-hand car credit business marketing strategy,from the business model guarantee.It guarantee,process operation guarantee,organization guarantee and incentive mechanism guarantee.Through the study of J rural commercial bank's second-hand car credit marketing strategy,this paper can not only provide a certain reference for the sustainable,stable and healthy development of J rural commercial bank's second-hand car credit business,but also provide a certain reference for other small and medium-sized commercial banks in consumer credit marketing research.