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论文编号：	300
作者编号：	2120062184
上传时间：	2008/12/13 11:12:30
中文题目：	汽车金融公司零售业务的营销策略
英文题目：	The Study on Marketing Strateg
指导老师：	白长虹 教授
中文关键字：	汽车金融 零售业务 营销策略 关<
英文关键字：	Auto finance; Retail business;
中文摘要：	随着《汽车金融公司管理办法》的出台和新版《汽车贷款管理办法》的正式颁布，标志着中国汽车金融服务业进入到一个崭新的发展时期。我国巨大的市场潜力正吸引各大汽车巨头竞相进入，与汽车消费市场的迅速发展相比，我国的汽车金融服务仅仅处于起步阶段，发展明显滞后。 目前，许多专家和学者对汽车金融公司在中国设立的必要性和风险控制方面进行了诸多研究，然而，随着越来越多的金融机构进入汽车消费信贷这一领域，市场竞争也变得越来越激烈，汽车金融公司如何在中国不断扩大市场份额并提高盈利能力这个严峻的问题摆在国内学术界和企业家面前。 回首中国汽车金融和国外汽车金融的发展过程，经历了漫长的探索。本文主旨在于通过对汽车金融公司在中国市场开展零售业务的营销策略进行深入剖析，总结出其在中国市场的成功营销经验，在此基础上期望能对汽车金融公司在激烈的市场竞争中能够更好的开展营销活动有所启示和借鉴。 本文第一章首先根据选题和研究的目的确定研究对象，引出研究问题：汽车金融公司零售业务的营销策略研究。第二章通过对市场细分、目标市场和产品竞争定位理论，服务营销相关理论，关系营销和顾客关系管理理论等研究成果的回顾，从中得到一些有价值的线索，为后面的研究奠定理论基础。第三章通过分析我国汽车金融公司零售业务的营销发展和国外汽车金融公司的发展趋势，找出我国汽车金融公司营销活动中存在的问题和国外可以借鉴的经验与启迪。第四章对症下药，提出了从经营理念、产品服务、市场拓展到内部管理不同的营销策略为金融公司开展零售业务提供参考。第五章则考虑到汽车金融公司营销的特殊性，重点从关系营销角度出发为汽车金融公司开展内部、外部关系营销和实施客户关系管理系统指出了现实的意义和实施的方法。最后是结论部分，对本文的研究加以总结，展望下一步研究的方向，说明本文研究的不足之处。
英文摘要：	As the publishing of “Management Methods of Auto Finance Company” and formal promulgation of “Management Methods of Auto Loan”, Chinese auto finance service comes into a brand-new development era. The huge market potential of our country is attracting every big auto company to come in competitively. Compared with fast development of auto market, auto finance service in our country is just at the very beginning, obviously later than the former. At present, many experts and scholars have made researches in the area of necessity for auto finance company’s establishment in China and risk controlling. However, as more and more finance organizations enter the field of auto credit, market competition has become more and more fierce. The problem appears in front of scholars and entrepreneurs abroad how auto finance companies enlarge marketing shares and improve profit in China. Look back the development course of auto finance home and abroad, it experienced a long time of explorations. The main idea of this article: by deep analysis of retail business strategies that auto finance companies use in Chinese market, summarize the successful experience in Chinese market. On basic of this point, it hopes to give some enlightenments and suggestions to auto finance companies for doing better jobs in competitive market. The research target is defined according to the selected topic and research purpose in Chapter One, and then the research problem is drawn forth, which is the study on marketing strategy for auto finance company’s retail business. In Chapter Two, there is a review of some theories including market specification, target market, product position, service marketing, relationship marketing and customer relationship management etc. then I’ve found some valuable clues which will be the basis of the research. In Chapter Three, I’ve looked through the current situation of auto finance company’s retail business in China and the development trend of foreign AFCs in order to find out the problems in the marketing activities of the domestic AFCs and the experience which can be learnt from foreign AFCs. In Chapter Four, I’ve proposed various marketing strategies about business vision, product service ,market expansion and internal management for the AFCs to run its business. In Chapter Five, I point out the practical meaning and method to start internal and external relationship marketing and implement customer relationship management from the perspective of marketing. The conclusion is placed in the last section, and it is a summary of this research, prospects the research direction in the future and shows the deficiencies in this paper.
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