Research On The Marketing Strategy For X Bank’s Auto Finance Loan Business

China’s auto industry takes up an important position in the national economy and is an indispensable economic link.Along with the increasing sales of automobiles and the introduction of national policies favorable to the auto industry,the competition in the auto consumer loan business market has become more and more intense.In order to broaden their market share,major commercial banks are constantly exploring new loan types and models.In this environment,how to make use of its own advantages to carry out auto loan business is one of the important tasks of Bank X.The Auto Finance Division of Bank X was established in 2002 as a unit focusing exclusively on auto consumer credit business.By leveraging X Group and the corresponding brand corporate culture,the core competitiveness of X Bank’s auto finance was formed.At present,Bank X’s auto credit model is relatively advanced.With the expanding scope and the increase in the number of outlets nationwide,Bank X Auto Finance provides customers with quality services such as rapid approval,same-day lending and remote interviewing through its strong sales capacity and efficient operations as well as its large risk control team.With the involvement of other financial institutions,Bank X Auto Finance will face serious challenges.This paper takes Bank X’s auto finance as the research object,analyzes the external environment of Bank X’s auto loan business and the competitive environment of loan business through PEST model and five forces model,and uses the SWOT method to launch a specific analysis of Bank X from four perspectives: strengths and weaknesses,opportunities,and threats.Based on the external environment and competitive environment,the original 4PS marketing strategy of Bank X is analyzed.Based on the analysis results of the above methods and combined with the actual situation of Bank X’s auto loan business and competitors,a targeted marketing strategy is derived to improve the business development of Bank X,and optimized guarantee measures are proposed.Finally,the future development direction of X Bank’s auto finance is prospected and summarized.It is hoped that it will provide some reference value in the future development of Bank X’s auto loan business in terms of improving the economic efficiency of the business and risk control means.