【作者】 陈晨；

【导师】 颜华； 魏建华；

【作者基本信息】 东北农业大学 ， 工商管理硕士（专业学位）， 2020， 硕士

【摘要】 新世纪以来,随着汽车金融管理办法的推出,汽车金融行业在规范化的同时,也得到了一定的发展,但与西方国家成熟的汽车金融市场相比,其渗透率还有一定的差异。纵观国内汽车金融行业我们发现,商业银行凭借更低的贷款利率吸引了最多的客户,而汽车集团自身建立的汽车金融公司依靠其固有的渠道优势,也占据了一定的市场份额,互联网汽车金融、汽车租赁金融产品等也成为新的势力,瓜分市场。而近年来国内汽车市场面临瓶颈,更加大了这种竞争。对于以F汽车金融公司为代表的汽车集团旗下汽车金融公司来说,在互联网背景下采用合适的策略积极开展营销策略是十分必要的。本文首先基于我国汽车金融市场的发展现状以及F汽车金融公司的基本情况,提出了研究的背景与意义,通过研究现状的总结,认为目前很多学者对营销、消费信贷等进行了充分的研究,但具体的金融公司在新时期面临的内外部环境具有特殊性,需要针对性地分析。其次对F汽车金融公司的营销现状进行了剖析,并对其营销出现的问题进行了总结,包括产品类别比较单一,价格策略不具优势,宣传途径有限、促销手段单一,过度依赖经销商渠道,网络存在感低等。再次,对F汽车金融公司的营销环境进行了分析,在SWOT分析中,总结了其优势、劣势、机会与威胁;在波特五力分析中,分析了其现有竞争者、潜在竞争者、替代品、供应商与购买者的议价能力。最后,制定了基于互联网环境下的F汽车金融公司消费信贷业务的营销策略,在市场细分、目标市场选择、市场定位之后,在产品方面丰富“5050”贷款方案、开展保险业务、推出融资租赁业务、细化传统产品、与商业银行合作推出信用产品等;在价格方面配合产品多元化设置相应不同的折扣,同时可由客户自行制定方案;渠道方面自建互联网直销渠道、与互联网金融平台合作、与互联网汽车金融平台合作、与电商平台合作、向二级经销商开放渠道等;在宣传方面与汽车品牌捆绑宣传、多元化开展互联网广告、通过自媒体方式宣传等。同时也给出了F汽车金融公司消费信贷业务营销的保障措施,包括资金、技术、人力、制度四个方面。更多还原

【Abstract】 Since the new century,with the introduction of auto finance management measures,the auto finance industry has also developed to a certain extent while being standardized,but compared with the mature auto finance market in western countries,its penetrat ion rate is still somewhat different.Throughout the domestic auto finance industry,we find that commercial banks attract the most customers with lower loan interest rates,and the auto finance companies established by the auto group themselves rely on their inherent channel advantages and also occupy a certain market share.Internet auto finance,Car rental financial products,etc.have also become a new force to divide up the market.In recent years,the domestic auto market has faced bottlenecks,which has increased this competition.For auto finance companies under the Automobile Group represented by F Auto Finance,it is necessary to adopt appropriate strategies to actively carry out marketing strategies in the context of the Internet.This article first puts forward the background and significance of the research based on the development status of China’s auto finance market and the basic situation of F auto finance companies.Based on the summary of the research status,it is believed that many schol ars have conducted sufficient research on marketing and consumer credit,but The internal and external environment that specific financial companies face in the new period is special and needs to be analyzed in a targeted manner.Secondly,it analyzes the marketing status of F Auto Finance Company and summarizes its marketing problems,including relatively single product category,price strategy does not have advantages,limited publicity channels,single promotional methods,excessive dependence on dealer channels,network Low sense of presence.Thirdly,it analyzes the marketing environment of F Auto Finance Company.In SWOT analysis,it summarizes its advantages,disadvantages,opportunities and threats;in the Porter Five Forces analysis,it analyzes its existing competitors,potential competitors,Bargaining power of substitutes,suppliers and buyers.Finally,the marketing strategy of the consumer credit business of F Auto Finance Company based on the Internet environment was formulated.After market se gmentation,target market selection,and market positioning,the "5050" loan program was enriched in terms of products,insurance business,and financial leasing.Business,refine traditional products,cooperate with commercial banks to launch credit products,etc.;cooperate with product diversification to set corresponding different discounts in price,and at the same time,customers can formulate their own plans;channels themselves build Internet direct sales channels,cooperate with Internet financial platforms,Cooperation with Internet auto finance platforms,cooperation with e-commerce platforms,opening channels to secondary dealers,etc.;in terms of publicity,bundling with auto brands,diversifying Internet advertising,and self-media promotion.At the same time,it also gives guarantee measures for F auto finance company’s consumer credit business marketing,including four aspects of capital,technology,manpower and system.更多还原