摘要
I
T 公司汽车融资租赁业务营销策略研究
摘要
我国的汽车工业近十几年以来高速发展，产销量都已位居世界前
列，中国也已经成为世界汽车大国。但汽车金融的发展相比于欧美发
达国家，却差距巨大。目前国内市场中主要的汽车金融产品还是消费
信贷产品，在国外已经非常普遍并且是主要汽车金融模式的汽车融资
租赁业务在国内起步较晚，目前整体的渗透率较低，但参照国外的发
展经验，汽车融资租赁业务在国内仍然具有广阔的发展空间。汽车融
资租赁是依托于分期付款的支付方式，在此基础上将租赁服务中所有
权与使用权进行分离，相当于“用租金买车”，租赁期结束后，将车
辆所有权转移给承租人的一种现代营销方式

[1]
T 公司是一家成立不
久的，专门从事汽车融资租赁业务的公司，成立之初也是因为经过缜
密思考及调研，看到了国内汽车融资租赁市场的巨大发展机遇，才明
确将主营业务定位于汽车融资租赁。经过 4 年时间的发展及积累，T
公司已经初具规模，但是业务发展却遭遇了瓶颈，增长缓慢

本文以 T 公司汽车融资租赁业务的营销策略为研究对象，分为六
个章节进行赘述。第一章为绪论，介绍了本文的研究背景、目的，研
究内容及技术路线。第二章对本文将要用到的市场营销的工具，汽车
金融的相关概念和研究现状进行了阐述。第三章对 T 公司的概况进行
了简单的介绍，同时以 4P 理论为基础，着重分析了 T 公司目前汽车摘要
II
融资租赁业务的营销现状，并从该现状出发，找出了营销过程中所存
在的问题。第四章通过对我国汽车融资租赁市场的宏观环境分析，直
接的或替代的竞争者分析，来说明 T 公司汽车融资租赁业务所面临的
机遇以及风险。第五章运用定量调研的手段，对 T 公司的消费者进行
了问卷调查，发现了消费者对于 T 公司汽车融资租赁产品的实际需求
以及消费意愿，为下一步提出改进意见奠定了基础。第六章依据 T 公
司所面临的业务营销上的问题点以及市场环境分析和消费者调研，提
出了相应的改进优化方案

通过本文的分析及研究发现，T 公司汽车融资租赁业务发展空间
及潜力较大，但是总结当前业务发展中遇到的一些问题后，仍有需要
优化及改善之处。比如，产品要更丰富化，迎合不同客户的多样化需
求，产品要体现出差异化；定价要依据客户的资质体现质优价良的策
略，同时要寻找更多的融资渠道，进一步降低成本，设计出更有竞争
力的产品；渠道建设上要在现有的渠道上提升销售效率，并结合当下
互联网发展趋势，积极开拓新的销售模式，迎合消费者不断变化的消
费习性；促销手段上要更加丰富化，常态化，建立与经销商及汽车厂
商的紧密联系，资源共享，达成共赢

关键词：汽车金融 汽车融资租赁 营销 优化东华大学工商管理硕士学位论文
III
RESEARCH ON MARKETING STRATEGY OFAUTOMOBILE
FINANCE LEASING BUSINESS OFT COMPANY
Abstract
China&39;s auto industry has been ranked the forefront of the world since the rapid development
of production and sales nearly 10 years, China has become the world&39;s automobile power. But the
development of automobile finance compared to Europe and the United States developed countries,
the gap is huge. At present the domestic market in the main automotive financial products are the
consumer credit products, foreign countries have been very common and is the main auto finance
model of the auto financing leasing business started in the country late. The overall permeability is
low. But with reference to foreign development experience, auto finance leasing business in the
country still has a broad space for development. Car financing leasing is based on the payment
method of installment, on the basis of this will be leased in the ownership of the service and the
right to use the lease after the end of the transfer of ownership of the vehicle to the lessee of a
modern marketing. T is a company established soon, specializing in car financing leasing business
company, was first established because of careful consideration and research, see the domestic auto
finance leasing market, a huge opportunity for development, it is clear that the main business
positioning in the car finance leasing. After four years of development and accumulation, T
company has begun to take shape, but the business development has suffered a bottleneck, slow
growth.
In this paper, T company car financing leasing business marketing strategy for the study,
divided into six chapters to repeat. The first chapter is the introduction, and introduces the research
background, purpose, research content and technical route of this paper. In the second chapter, the
author introduces the marketing tools, the related concepts and research status of automobile东华大学工商管理硕士学位论文
IV
finance. The third chapter gives a brief introduction to the general situation of T Company. At the
same time, based on the 4P theory, this paper focuses on the marketing status of T Company&39;s
current auto finance leasing business, and from the present situation, it finds out what exists in the
marketing process problem. The fourth chapter illustrates the opportunities and risks faced by T
Company&39;s auto finance leasing business through the analysis of the macro environment of China&39;s
auto finance leasing market, direct or alternative competitors. The fifth chapter uses qualitative
research methods to carry on the questionnaire survey to the consumers of T company, and found
the consumer&39;s actual demand and the willingness for the automobile finance leasing product of T
company, laying the following suggestions for improvement basis. The sixth chapter puts forward
the corresponding improvement and optimization plan according to the problem of business
marketing and the market environment analysis and consumer research.
Through the analysis and research of this paper, it is found that the development space and
potential of T&39;s automobile finance leasing business are bigger, but it is still necessary to optimize
and improve the existing problems in the current business development. For example, the product
should be more rich, to meet the diverse needs of different customers, products to reflect the
difference; pricing should be based on customer qualification to meet the quality and price of good
strategy, while looking for more financing channels to further reduce costs, Design a more
competitive products; channel construction in the existing channels to enhance sales efficiency,
combined with the current Internet development trends, and actively explore new sales model to
meet the changing consumer habits; More enriched, normalized, and established with the dealers
and car manufacturers close contact, resource sharing, to achieve a win-win situation.
Shao Xiang(MBA)
Supervised by Wu Jiong
KEY WORDS: automobile finance automobile finance leasing marketing
optimization东华大学工商管理硕士学位论文
V
目录
摘要....I
Abstract......III
第一章 绪论... 1
1.1 研究背景、目的和意义..........1
1.1.1 研究的背景......... 1
1.1.2 研究目的和意义.2
1.2 研究内容与技术路线.2
1.2.1 研究内容..2
1.2.2 技术路线..3
第二章 相关理论基础及综述.......... 4
2.1 市场营销的定义和发展..........4
2.2 市场营销研究的主要工具......4
2.2.1 PEST 分析模型.... 4
2.2.2 波特五力模型..... 5
2.2.3 STP 营销理论...... 6
2.2.4 4P 营销理论.........6
2.3 汽车金融相关的理论概述及研究现状.........7
2.3.1 汽车金融的概念.7
2.3.2 汽车融资租赁的概念..
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