本文關(guān)鍵詞：浦發(fā)銀行長(zhǎng)春分行汽車金融業(yè)務(wù)市場(chǎng)營(yíng)銷策略研究　出處：《吉林大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

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【摘要】：汽車產(chǎn)業(yè)作為國(guó)家支柱性產(chǎn)業(yè)，發(fā)展迅猛，汽車金融伴隨汽車產(chǎn)業(yè)快速發(fā)展，作為汽車產(chǎn)業(yè)價(jià)值鏈上最具有價(jià)值、最有活力和最有發(fā)展?jié)摿Φ沫h(huán)節(jié)。自汽車金融出現(xiàn)以來(lái)，商業(yè)銀行一直占據(jù)我國(guó)汽車金融市場(chǎng)的主導(dǎo)地位，市場(chǎng)份額在60%-70%。浦發(fā)銀行長(zhǎng)春分行充分利用長(zhǎng)春市作為“汽車城”的便利條件，一汽集團(tuán)一整套汽車產(chǎn)業(yè)鏈保證，加上長(zhǎng)吉圖開(kāi)發(fā)開(kāi)放先導(dǎo)對(duì)汽車產(chǎn)業(yè)的大力扶持，利用創(chuàng)新汽車金融服務(wù)和中間業(yè)務(wù)為銀行提供利潤(rùn)增長(zhǎng)點(diǎn)，都給浦發(fā)銀行長(zhǎng)春分行帶來(lái)了發(fā)展機(jī)遇與挑戰(zhàn)，同時(shí)也伴隨著市場(chǎng)競(jìng)爭(zhēng)激烈、產(chǎn)品及渠道單一、信貸風(fēng)險(xiǎn)等問(wèn)題，如何解決這些問(wèn)題，怎樣引導(dǎo)其走上快速發(fā)展的正軌，需要制定解決問(wèn)題的營(yíng)銷策略和保障措施，這就是本篇論文的主要內(nèi)容。 本文以浦發(fā)銀行長(zhǎng)春分行為研究對(duì)象，充分了解當(dāng)前商業(yè)銀行汽車金融服務(wù)業(yè)務(wù)繁榮發(fā)展現(xiàn)狀，通過(guò)具體分析浦發(fā)銀行長(zhǎng)春分行在汽車金融業(yè)務(wù)的情況，找出亟待解決的問(wèn)題。隨后對(duì)浦發(fā)銀行長(zhǎng)春分行的汽車金融業(yè)務(wù)營(yíng)銷環(huán)境進(jìn)行具體分析，采用宏觀政策、經(jīng)濟(jì)環(huán)境、微觀競(jìng)爭(zhēng)對(duì)手分析和swot分析法等分析工具，理論聯(lián)系實(shí)際得出汽車金融業(yè)務(wù)發(fā)展的總體發(fā)展戰(zhàn)略。運(yùn)用有效的市場(chǎng)細(xì)分、目標(biāo)市場(chǎng)選擇等手段設(shè)計(jì)浦發(fā)銀行長(zhǎng)春分行具有差異化的汽車金融產(chǎn)品營(yíng)銷策略，并相應(yīng)地提出實(shí)施保障措施。 本研究的內(nèi)容包括以下幾個(gè)方面：首先通過(guò)介紹本文研究背景情況，提出浦發(fā)銀行長(zhǎng)春分行汽車金融業(yè)務(wù)的必要性和可行性。接著，研究浦發(fā)銀行長(zhǎng)春分行汽車金融業(yè)務(wù)經(jīng)營(yíng)現(xiàn)狀及問(wèn)題。重點(diǎn)分析浦發(fā)銀行長(zhǎng)春分行開(kāi)展汽車金融業(yè)務(wù)面臨的信用體系和監(jiān)管制度不完善的現(xiàn)狀以及分行產(chǎn)品設(shè)計(jì)單一、創(chuàng)新產(chǎn)品少、營(yíng)銷渠道單一、缺乏專業(yè)化管理、缺乏專業(yè)營(yíng)銷團(tuán)隊(duì)和人才流動(dòng)性大等問(wèn)題。第三部分是本文的重點(diǎn)，，分析浦發(fā)銀行長(zhǎng)春分行汽車金融業(yè)務(wù)的營(yíng)銷市場(chǎng)環(huán)境分析，對(duì)浦發(fā)銀行長(zhǎng)春分行汽車金融業(yè)務(wù)面臨的社會(huì)、經(jīng)濟(jì)、文化等各項(xiàng)宏觀因素和銀行、汽車金融公司和保險(xiǎn)公司等行業(yè)現(xiàn)有競(jìng)爭(zhēng)對(duì)手、汽車上下游產(chǎn)業(yè)鏈金融需求、一汽大眾集團(tuán)合作商運(yùn)營(yíng)環(huán)境等微觀因素，以及公司內(nèi)外部資源環(huán)境、公司優(yōu)劣勢(shì)、機(jī)會(huì)和威脅等進(jìn)行深入分析研究，以此能夠?yàn)闋I(yíng)銷策略設(shè)計(jì)和實(shí)施保障措施提供依據(jù)和基礎(chǔ)。最后，對(duì)浦發(fā)銀行長(zhǎng)春分行進(jìn)行汽車產(chǎn)業(yè)鏈和品牌價(jià)值兩個(gè)維度的有效市場(chǎng)細(xì)分，選擇國(guó)內(nèi)汽車品牌價(jià)值高、產(chǎn)業(yè)鏈輻射能力強(qiáng)的一汽大眾集團(tuán)經(jīng)銷商作為目標(biāo)市場(chǎng)，確定其“穩(wěn)定客戶、特服務(wù)，強(qiáng)化產(chǎn)品、貼心周到，靈活方便、高效快捷”的市場(chǎng)定位，圍繞這一定位制定汽車金融產(chǎn)品營(yíng)銷、價(jià)格營(yíng)銷、促銷營(yíng)銷和渠道營(yíng)銷等策略，設(shè)計(jì)具有差異化的市場(chǎng)營(yíng)銷策略，最后采取與營(yíng)銷策略相對(duì)應(yīng)的創(chuàng)新特色化汽車金融產(chǎn)品、推進(jìn)電子信息管理系統(tǒng)、完善風(fēng)險(xiǎn)控制體系、開(kāi)展多方合作并強(qiáng)化信息平臺(tái)等保障措施，本研究將對(duì)長(zhǎng)春分行的汽車金融業(yè)務(wù)拓展和經(jīng)營(yíng)具有指導(dǎo)意義。
[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.

【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274;F832.33

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