浦发银行长春分行汽车金融业务市场营销策略研究

发布时间：2018-01-13 03:38

本文关键词：浦发银行长春分行汽车金融业务市场营销策略研究　出处：《吉林大学》2014年硕士论文　论文类型：学位论文

【摘要】：汽车产业作为国家支柱性产业，发展迅猛，汽车金融伴随汽车产业快速发展，作为汽车产业价值链上最具有价值、最有活力和最有发展潜力的环节。自汽车金融出现以来，商业银行一直占据我国汽车金融市场的主导地位，市场份额在60%-70%。浦发银行长春分行充分利用长春市作为“汽车城”的便利条件，一汽集团一整套汽车产业链保证，加上长吉图开发开放先导对汽车产业的大力扶持，利用创新汽车金融服务和中间业务为银行提供利润增长点，都给浦发银行长春分行带来了发展机遇与挑战，同时也伴随着市场竞争激烈、产品及渠道单一、信贷风险等问题，如何解决这些问题，怎样引导其走上快速发展的正轨，需要制定解决问题的营销策略和保障措施，这就是本篇论文的主要内容。本文以浦发银行长春分行为研究对象，充分了解当前商业银行汽车金融服务业务繁荣发展现状，通过具体分析浦发银行长春分行在汽车金融业务的情况，找出亟待解决的问题。随后对浦发银行长春分行的汽车金融业务营销环境进行具体分析，采用宏观政策、经济环境、微观竞争对手分析和swot分析法等分析工具，理论联系实际得出汽车金融业务发展的总体发展战略。运用有效的市场细分、目标市场选择等手段设计浦发银行长春分行具有差异化的汽车金融产品营销策略，并相应地提出实施保障措施。本研究的内容包括以下几个方面：首先通过介绍本文研究背景情况，提出浦发银行长春分行汽车金融业务的必要性和可行性。接着，研究浦发银行长春分行汽车金融业务经营现状及问题。重点分析浦发银行长春分行开展汽车金融业务面临的信用体系和监管制度不完善的现状以及分行产品设计单一、创新产品少、营销渠道单一、缺乏专业化管理、缺乏专业营销团队和人才流动性大等问题。第三部分是本文的重点，，分析浦发银行长春分行汽车金融业务的营销市场环境分析，对浦发银行长春分行汽车金融业务面临的社会、经济、文化等各项宏观因素和银行、汽车金融公司和保险公司等行业现有竞争对手、汽车上下游产业链金融需求、一汽大众集团合作商运营环境等微观因素，以及公司内外部资源环境、公司优劣势、机会和威胁等进行深入分析研究，以此能够为营销策略设计和实施保障措施提供依据和基础。最后，对浦发银行长春分行进行汽车产业链和品牌价值两个维度的有效市场细分，选择国内汽车品牌价值高、产业链辐射能力强的一汽大众集团经销商作为目标市场，确定其“稳定客户、特服务，强化产品、贴心周到，灵活方便、高效快捷”的市场定位，围绕这一定位制定汽车金融产品营销、价格营销、促销营销和渠道营销等策略，设计具有差异化的市场营销策略，最后采取与营销策略相对应的创新特色化汽车金融产品、推进电子信息管理系统、完善风险控制体系、开展多方合作并强化信息平台等保障措施，本研究将对长春分行的汽车金融业务拓展和经营具有指导意义。
[Abstract]:The automobile industry is a national pillar industry, the rapid development of automobile finance, with the rapid development of automobile industry, as the most valuable automotive industry value chain, the most dynamic and potential links. Since the auto finance, commercial bank has been occupying the leading position of China's auto finance market, the market share of 60%-70%. in Pudong Changchun Bank branch to make full use of Changchun as "convenience" Motor City, FAW Group is a set of automobile industry chain to ensure, with Changjitu forerunner of the auto industry's support, the use of innovative automotive financial services and intermediary business to provide profit growth for the bank to bring the development of Shanghai Pudong Development Bank Changchun branch the opportunities and challenges, but also accompanied by fierce competition in the market, products and channels, such as credit risk problem, how to solve these problems, how to guide the It is the main content of this paper that we need to formulate marketing strategies and safeguard measures to solve the problem.
In this paper, the Shanghai Pudong Development Bank Changchun branch as the research object, fully understand the current commercial bank auto financial services business prosperity and development status, through the concrete analysis of Shanghai Pudong Development Bank Changchun branch in auto finance business situation, find out the problems to be solved. Then the automobile finance business marketing environment of Changchun branch of Shanghai Pudong Development Bank is concretely analyzed by macro policy, economy micro environment, competitor analysis and SWOT analysis, the general development strategy of theory and practice that the automobile finance business development. Effective use of the market segmentation, target market selection means the design of Shanghai Pudong Development Bank branch with Changchun differentiated automobile finance product marketing strategy, and puts forward corresponding measures.
The content of this study includes the following aspects: first, through the introduction of the research background, put forward the necessity and feasibility of Shanghai Pudong Development Bank branch Changchun auto finance business. Then, the research of Shanghai Pudong Development Bank auto finance business Changchun branch of the status quo and problems of management. The status quo and branch of product design focuses on the analysis of Shanghai Pudong Development Bank Changchun branch to carry out the auto finance business facing credit system and supervision system is not perfect single, less innovative products, marketing channels, the lack of professional management, lack of professional marketing team and personnel mobility and so on. The third part is the focus of this paper, the analysis of Shanghai Pudong Development Bank branch Changchun auto finance business marketing environment, economy to face Changchun branch of Shanghai Pudong Development Bank auto finance business, social, cultural and other macroeconomic factors and bank industry, auto finance companies and insurance companies The existing competitors, the car on the upstream and downstream industry chain of financial demand, FAW Volkswagen Group partners operating environment and micro factors, internal and external resources, environment, advantages and disadvantages, in-depth analysis of opportunities and threats, in order to provide the basis and foundation of marketing strategy design and implementation of security measures. Finally, two the dimension of the automobile industry chain and the brand value of the effective market segmentation of the Shanghai Pudong Development Bank Changchun branch, choose the domestic automobile brand value chain, strong radiation of FAW Volkswagen dealers group as the target market, the stability of the customer, special services, strengthen product, thoughtful, convenient, fast and efficient market positioning, develop "the automobile finance product marketing, marketing around the price positioning, promotional marketing channels and marketing strategies, marketing strategy design with the difference, finally Take the corresponding marketing strategy and innovation characteristics of automobile financial products, promote the electronic information management system, improve risk control system, carry out cooperation and strengthen the information platform and other security measures, this study will Changchun branch of the auto finance business development and operation of guiding significance.

【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F832.33

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