Study On Marketing Strategy For Car Consumer Loan Business Of M Bank

Automobile industry is an important part of China’s national economy,and it occupies an important position in the national economy.According to relevant data from the China Automobile Association,China has the biggest car sales volume from 2009 to 2020.In 2020,the total car sales of China reached 25.27 million.Except for auto sales and other auto related industries,Commercial banks are active in exploring new loan varieties and models,they have conducted fierce competition in the auto loan market in order to expand their market share.A effective way to develop auto loan business with its own advantages is the most important tasks of M bank.This thesis takes M Bank’s auto consumer loan business as the research object.The external environment of M bank’s auto loan business is analyzed by PEST method,the competitive environment of M bank’s auto loan business is analyzed by five forces method.The advantages,disadvantages,opportunities,and threats of M bank’s auto loan business in China’s auto industry are analyzed through SWOT analysis methods.The market segmentation,target market and market positioning of M Bank’s auto loan business are analyzed through the STP strategic analysis,then the marketing strategies to expand its auto loan business are found out.Through the analysis of 4P marketing strategy,four marketing strategies of product,price,channel,and promotion are given for the auto loan business of Bank M.Based on the marketing strategy and the actual situation of Bank M’s auto loan business,the safeguard measures in personnel management,performance appraisal,business process optimization and risk control are given in order to develop the sales volume and market share of M bank’s auto loan businessAccording to the various environments in which Bank M is located and the specific conditions of its auto loan business,research on marketing strategy to develop auto loan business and expand market share of M Bank’s auto loan are conducted.On the one hand,associated study work could provide reasonable marketing strategy for the further development of M Bank’s auto loan business.On the other hand,this research could give some references for improving efficiency,reducing risks and developing healthy development in auto mobile business of M bank.