Research On Marketing Strategy Of "Car Booking Financing" Business Of Y Bank JN Branch

The bank competition in JN City is extremely fierce,and corporate business occupies a key position in the source of bank profits.However,traditional corporate credit business customers have low loyalty to the bank,and trade financing products can better drive the development of corporate business,increase customer stickiness,and open a win-win situation.Under the guidance of the Group Company’s strategy of developing the coordinated development of the automobile industry,Bank Y decided to vigorously develop the trade financing business of the automobile industry and developed the "Car Booking Financing" product.This product is a financing product specially designed for its downstream dealers to purchase vehicles based on the credit endorsement of automobile manufacturers.To develop the "car ordering financing"business well,we can take this as the starting point,strengthen the contact with automobile manufacturers and their dealers,deepen mutual cooperation,and thus bring more stable customer resources and benefits to the bank.From the above analysis,ensuring the scientificity and rationality of the "vehicle ordering financing" marketing strategy can promote the business transformation of JN Branch and inject new impetus into its market competitiveness.At the same time,this business belongs to the initial stage of new product launch.Through the research on its marketing strategy,it has also played a certain role in the formulation of marketing strategies for other new products in the initial stage.This article is mainly based on the research object of JN branch behavior of Bank Y,and discusses and analyzes the marketing strategy of "car ordering financing" of the bank.First of all,starting from the current actual situation of JN City Branch of Bank Y,analyze the current marketing situation of the "car ordering financing" business,and deeply explore the shortcomings in marketing activities;Secondly,PEST analysis method is introduced to analyze the external environment of the business in an all-round way.The macro environment mainly includes technology,society,politics and economy,while the micro environment mainly includes customers,industries and competitors.Furthermore,SWOT analysis method is used to analyze the internal factors of the bank,including advantages and disadvantages,development opportunities and challenges;Finally,the STP analysis was used to study the marketing of "car ordering financing".Guided by the 7P marketing theory,the marketing strategy was designed in line with the internal and external situation,and the corresponding safeguard measures were formulated.Through the research on the marketing strategy of "car ordering financing" products of JN Branch of Bank Y,it is expected to play a certain role in promoting the marketing of "car ordering financing" business of JN Branch.