2018 年是汽车产业“走低”的一年，在汽车产销量下降、新车销售利润持 续走低、消费市场竞争加剧的趋势下，越来越多的车企开始寻找新的利润增长点， 并将目光逐渐转向快速发展且逐渐成熟的汽车金融市场。车企入局和汽车金融公 司增资潮只是行业受到青睐的一个缩影，这背后吸引无数资本进入的是汽车金融 广阔的前景。汽车金融公司面对购车客户下沉、新车销量下滑、各路竞争者来势 汹汹，需要调整策略，加强汽车金融产品的开发，应用金融科技提高产品灵活性、 多样性，满足更多客户的需求，同时积极布局以线上购车场景为基础的汽车金融 电商平台，确保行业领先优势。 FD 汽车金融公司是国内排名前列的汽车金融公司，在汽车金融行业具有一 定的知名度。但随着行业不断变化，FD 公司的金融产品与服务均不足以支撑公 司的发展需求，公司面临新一轮转型升级。在此情况下本文提出应运金融科技手 段以客户的视角去优化产品，利用大数据分析精准定位客户，充分发挥线上平台 引流作用，结合线下体验的新方式；同时加强与其他金融机构合作，采取多样化 的风控措施，搭建有效的市场营销体系，从业务方式、获客能力、风控模式等方 面开展创新营销实现销售。 本文通过理论与实践相结合的研究方式，以企业管理和营销管理的概念和方 法为指导，分析国内外汽车金融现状，对 FD 汽车金融公司的经营现状、所处的 宏观环境、面临的竞争对手以及现行营销策略进行系统研究并分析；基于市场细 分情况，从汽车金融公司角度出发提出营销策略建议，并结合实际案例说明其可 操作性，为同类型汽车金融公司的发展提供可行的营销策略参考。 关键词：汽车金融；金融科技；互联网金融；营销策略III Research on Marketing Strategy of FDAuto Finance Company Abstract 2018 has been a “down year” for the automobile industry. With the decline in automobile production and sales， the continuous going down in new auto sales profits， and the intensified competition in the consumer market， more and more auto companies are looking for new profit growth points and are turning their attention to the fast-growing and mature automotive financial market. The incoming of automakers and the capital increase tide of auto financing companies is only a microcosm of the industry's favor， and the prospect of attracting countless capital is the broad prospect of auto finance. In the face of the slowdown of new car sales， car buyers sink， customer stratification is more obvious. Coupled with the strong attack of other competitors ，auto finance companies need to actively embrace changes， strengthen the development of Internet financial products， and apply financial technology to improve product flexibility and improve user experience. At the same time， they should actively deploy auto finance based on online car purchase scenarios such as auto e-commerce，in order to maintain a leading edge. FD Auto Finance is a leading auto finance company in China and has a certain reputation in the auto finance industry. With the downturn and increased competition in the automotive industry，and dramatic changes in application scenarios，FD's financial products and service are far from enough to support the company's development requirements, and the company is facing a new round of transformation and upgrading. In this case, this paper proposed that optimizing product by Fintech tool with standing at customer’s perspective .And precise positioning clients by using big data analysis, giving full play to the effect of electricity drainage online, experiencing OTO. It continues to strengthen the cooperation with other financing institution and take diversified action of risk management so that constructing valid marketing system. It carry out innovative marketing by business method ,.ability of acquiring guests and risk control mode. This paper analyzes the status of domestic and international auto finances through the combination of theory and practice guided by the concepts and methodsIV of enterprise management and marketing management， analyze the status of auto finance at home and abroad， systematically study and analyzes the current situation of FD auto finance company， its macro environment， its competitors and current marketing strategies. Based on market segmentation，it proposes marketing strategies and suggestions from the perspective of auto finance companies， and provides a feasible marketing strategy reference for the development of the same type of auto finance company combining with actual cases to illustrate its operability. Keywords: Auto finance; Fintech; Internet; Marketing StrategyV 目 录 摘要............................................................................................................................ I Abstract........................................................................................................................III 第 1 章 绪论................................................................................................................1 1.1 选题的背景、目的和意义.............................................................................1 1.1.1 研究背景..............................................................................................1 1.1.2 研究目的与意义..................................................................................2 1.2 研究的内容和方法.........................................................................................2 1.2.1 研究的内容..........................................................................................2 1.2.2 研究方法..............................................................................................3 1.2.3 研究框架..............................................................................................3 第 2 章 相关理论及研究综述....................................................................................5 2.1 相关概念综述.................................................................................................5 2.1.1 金融科技 Fintech.................................................................................5 2.1.2 汽车金融的定义..................................................................................7 2.1.3 营销组合理论....................................................................................10 2.1.4 企业战略管理分析法........................................................................11 2.2 相关研究综述...............................................................................................11 2.2.1 国外研究综述....................................................................................11 2.2.2 国内研究综述....................................................................................13 第 3 章 FD 汽车金融公司的营销现状 ...................................................................17 3.1 FD 汽车金融公司的公司概况 .....................................................................17 3.2 FD 汽车金融公司主要业务经营分析 .........................................................17 3.2.1 零售贷款业务....................................................................................18 3.2.2 经销商贷款业务................................................................................19 3.3 FD 汽车金融公司外部营销环境分析 .........................................................19 3.3.1 宏观环境分析 PESTAnalysis .........................................................19 3.3.2 微观环境分析....................................................................................27 3.4 FD 汽车金融公司 STP 战略分析 .............................................................33 3.4.1 市场细分............................................................................................33 3.4.2 目标市场选择....................................................................................35 3.4.3 市场定位策略....................................................................................35 3.5 FD 汽车金融公司营销组合分析 .................................................................36 3.5.1 产品策略----产品设计创新不足......................................................36VI 3.5.2 价格策略----利率成本不具优势......................................................36 3.5.3 渠道策略----销售渠道单一..............................................................38 3.5.4 促销策略----方式简单......................................................................39 第 4 章 汽车金融公司营销策略的制定与实施......................................................40 4.1 营销策略的制定...........................................................................................40 4.1.1 产品策略............................................................................................40 4.1.2 价格策略............................................................................................40 4.1.3 渠道策略............................................................................................41 4.1.4 促销策略............................................................................................42 4.2 营销策略实施的保障...................................................................................43 4.2.1 组织保障............................................................................................43 4.2.2 内部控制保障....................................................................................44 4.2.3 风险管理保障....................................................................................45 第 5 章 营销策略的实践应用..................................................................................48 5.1 针对不同产品的多种方案...........................................................................48 5.2 吸引不同的资金来源...................................................................................49 5.3 挖掘线上线下发展共享经济.......................................................................50 5.4 与其他金融机构的多元合作 .....................................................................52 总结与展望..................................................................................................................53 致 谢..........................................................................................................................54