| With the increasing support of national policies for new energy vehicles,the new energy vehicle industry has developed rapidly,and production and sales have steadily increased.At the same time,the application of financial leasing business in the new energy industry has become more and more widespread.Company B belongs to automobile finance and is a manufacturer-based financial leasing company.Company B launched a new energy vehicle financial leasing business in May 2018,but did not achieve the expected results.The article takes company B’s new energy vehicle financing and leasing business marketing strategy as a research object,introduces the research background,significance,content and method;discusses marketing,competitive strategy and auto finance related theories;through the mature market in Europe and America and the same industry By comparison,a comprehensive analysis shows the current problems of the company’s new energy vehicle financial leasing business;through the PEST model and Porter’s five-force model,the company’s financial leasing business is analyzed in the macro environment and competitor environment,and finally based on the company B’s business The results of marketing environment analysis and consumer demand surveys use STP to analyze Company B’s market segmentation,target market selection,and market positioning.At the same time,through 7Ps marketing theory,specific marketing optimization strategies are proposed.It is found through research that Company B’s new energy vehicle financial leasing business has a lot of room for development and proposes optimization strategies.The product should be more diversified to meet the diverse needs of customers with different qualifications.Pricing should make full use of the advantages of the B brand group to expand financing,channels,increase the expansion of online marketing channels such as the Internet,We Chat,and Weibo in terms of channels.Increase the sales promotion methods and establish links with affiliated product brands.Increase the standardized management of the financial commissioner in terms of personnel,and improve marketing efficiency.Simplify the process and comprehensively improve the efficiency of the review,physical display uses 3D technology,video and other methods to tangibly display the product.The article believes that the future financial leasing model will play a very good role in promoting the sales of new energy vehicles. |
