Research On Marketing Strategy Of Auto Loan Business In H Branch Of Bank Z

China has a vast population,which provides the basis for the development of the automobile industry.With the change of people's consumption concept and the application of science and technology in the field of financial consumption credit,the proportion of cars purchased by stages in China is increasing year by year.On the one hand,the "new crown epidemic" since the beginning of 2020 has changed the travel mode of residents and increased the demand for automobiles;On the other hand,its impact on the economy has further promoted the rise of China's automobile installment loan rate.Compared with other installment finance business,auto installment finance based on car purchase scenario has the advantages of rapidly improving the non interest income of banks and obtaining customers in batches,which has become the "blue ocean" for various banks to compete for business.Z bank is one of the four state-owned banks.H branch is the central provincial capital branch of bank Z.H sub branch started to set up auto installment business in 2010,and has made some achievements,but there are still many problems.This paper tries to use the relevant theory and data to conduct empirical research,explore the shortcomings of its marketing system,and put forward the strategy improvement ideas,in order to provide some enlightenment for the development of commercial banks' related phased business.Firstly,this paper defines the relevant theoretical of automobile consumption staging.Then taking bank Z as the research object,uses PEST analysis method to study the external environment of H branch.Secondly,the strategic positioning of H sub branch is sorted out through STP analysis.After that,the paper uses 7P analysis method to analyze the shortcomings of H sub branch's auto installment business strategy.Finally,according the above analysis results,the 7P analysis method is used to analyze the "specific tactics" of H branch.Through the research on the automobile installment business strategy of H branch of Z bank,it is helpful to examine the existing problems of the automobile installment business strategy of H branch from the whole,and put forward the optimization strategy of automobile installment business correspondingly,so as to provide a reference for the development of consumption installment business in China's financial industry.