| As a kind of innovative credit consumer finance,the automobile after-sale and leaseback business has provided a new direction for automobile finance leasing.In recent years,China’s trillion-dollar auto product market has driven the rapid development of the auto finance industry.With the continuous promulgation of national policies on financing leasing,the automobile financing leasing industry has gained great opportunities for development.However,the opportunity for rapid development is accompanied by a series of challenges.The country’s regulatory control,compliance policies,business models,risk management,and lack of talent have all become difficulties for the development of the automotive after-sales leaseback industry.This article takes the novel perspective of Yunnan RT as the research object,combines domestic and foreign research literature,and uses the PEST analysis method and Porter’s five-force analysis method to analyze the macro environment and market environment of RT’s auto sale and leaseback business.At the same time,this article analyzes and collects the business operation data of Yunnan RT Company for analysis,analyzes the company’s marketing problems,formulates marketing strategies based on the 6Ps theory.Through the analysis and research of this article,it is found that there is a huge space for the development of the after-sales and leaseback business of Yunnan RT Company,but there are many areas that need urgent improvement.To better explore the market and provide sufficient power for rapid development of enterprises,in terms of marketing,it is necessary to define the marketing direction,formulate diversified products,innovate marketing methods,conduct ABC price classification,establish a satisfaction mechanism,conduct reasonable maintenance channels,and strengthen public relations maintenance;in terms of management,it should improve the management mechanism and personnel skills,and formulate personnel training as safeguard measures. |
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