Research On Marketing Strategy Optimization Of Auto Consumer Loan Business Of POSTAL Savings Bank CZ Branch

With the development of the new four modernizations,electrification,interconnection,intelligence and sharing,new energy vehicles will gradually occupy a dominant position,which will bring a large number of demand for replacement,and the prospect of automobile consumption finance is better.Since the personal automobile consumer loan business started,the banking financial institutions have played an important role in promoting the development of personal automobile consumer loan business.As a leading state-owned large commercial bank,PSBC should comply with national development policies,give full play to its own advantages,accelerate the development of automobile consumer loans,and seize market share.This paper analyzes the marketing status of auto consumer loan business of POSTAL Savings Bank CZ Branch,and summarizes the marketing problems.Using SWOT method,this paper conducts market research on China’s auto consumer credit market,and summarizes its advantages,disadvantages,opportunities and threats.Based on the future diversification of the automobile consumer market,the optimization plan suitable for the marketing strategy of the automobile consumer loan business of PSBC CZ Branch is formulated.By subdividing the market,selecting the appropriate target market and market positioning,adjusting the product elements and designing and launching new products,etc.In terms of price,continue to optimize resource allocation,improve service support capacity,optimize price management,optimize loan product interest rate pricing and dealer commission;In terms of channels,we should build an automobile consumer loan business service center,strengthen cooperation channel construction,and strengthen the coordination of Postal bank to improve the proportion of cooperation.In terms of promotion,marketing activities are carried out in three forms:traditional media,new media and own media.From the four dimensions of talent guarantee,capital guarantee,technology guarantee and incentive guarantee,it provides strong guarantee measures for the marketing strategy of auto consumer loan business of PSBC CZ Branch.