Research On Regional Marketing Strategy Of Used Car Of A Automotive Financial Guarantee Company

China’s used car market has boomed for nearly a decade and was predicted as the “next trillion-dollar ” Blue Sea as early as 2014.In the past two years,the government has introduced a series of favorable policies to promote the circulation of used cars.In 2020,our country officially enters the age of automobile stock,facing the huge second-hand automobile market,the second-hand automobile consumer finance industry is about to welcome the new development opportunity,but the second-hand automobile consumer finance development history is relatively short,the industry system and the system are not perfect.The macro environment of the U.S.-China trade war,the impact of the global pandemic and the landing of new energy policies have challenged the growth of auto finance guarantors companies.Based on game theory,the regional marketing direction of auto financing guarantee company is redefined through the discussion of the relationship of interest between auto financing guarantee company and its upstream capital and downstream dealers.Game theory models show that it is unprofitable to blindly increase competition and market share when the risk ratio increases,further revealing the problems of expansion strategy that use business volumes to compensate for risk in the current market.In recent years,in view of the abnormal development of used car consumer finance industry,how to break through and formulate a scientific and reasonable marketing mechanism of auto financing guarantee company is the focus of this paper.In this paper,the external macro environment of automobile finance guarantee company is analyzed by the PEST model theory.This paper discusses the balance of interests between banks,auto financing guarantee companies and dealers using game theory,and discusses the internal cooperation relationship between the two parties through the study of the game process.Through the analysis of the business model,risk taking situation and various factors that restrict the innovation development of auto financing guarantee company,game theory model lays the foundation for marketing strategy,which has some guiding significance.Finally,according to consumer preference and market characteristics,the market is segmented by STP theory,combined with the 4P theory model,and reasonable marketing mechanism is established from the aspects of determining market interest rate,getting rid of single clientele channel,and optimizing promotion mode.