随着我国经济水平的不断提高，人民物质生活的不断丰富，对消 费类商品的需求不断增加，“汽车租赁”这一新字眼走进了人们的视 野，作为中国最大的汽车制造商中国一汽集团，旗下全资子公司一汽 租赁有限公司的成立相对较晚，但在三年的业务发展中，凭借主机厂 的先天优势，占据了国内汽车融资租赁行业的一定份额，随着国内外 的一些汽车租赁公司的涌入，一汽租赁有限公司面临着巨大的市场竞 争和挑战。2019年一汽租赁有限公司面临着市场份额缩水、产品严 重落后、被同业金融公司抢占市场等相关问题带来的的威胁和挑战， 公司迫切需要调整发展战略，应紧跟国家融资租赁行业政策，并分析 公司内外部的优势劣势来抢占市场份额。如此才能在国内汽车融资租 赁业务市场中保持龙头地位。 本文首先对汽车租赁行业作出解释以及对战略管理相关理论进 行说明。随后介绍了国内外目前存在的汽车租赁公司的运营模式、产 品类型和市场情况，对比分析了目前一汽租赁有限公司在汽车融资租 赁业务中所处现状和面临的问题，随后运用SM理论中的PESTEL分析 法对一汽租赁有限公司内部外部环境进行分析，运用SWOT分析法对 一汽租赁目前在汽车租赁市场中的优势劣势、面临的主要威胁和竞争 做出分析，对比四种分析结果。最后结合一汽租赁现实情况，选择合 适战略，然后对应提出战略发展方向，调整一汽租赁有限公司的发展 模式、优化流程以及营销策略。后又对一汽租赁有限公司所需要的的 发展战略提出合理的保障措施。最后得出结论，对一汽租赁有限公司 目前市场份额少，产品同质化严重、运营成本高、行业政策限制等多 方面问题作出相对分析，提出合理化改进建议。 本文以期能对进一步优化一汽租赁有限公司在汽车租赁业务发 展有所帮助,同时希望能够给其他租赁企业的业务发展战略提供一定 的参考价值,使我国汽车租赁业务的整体水平稳步提升。 关键词：发展战略、市场份额、产品创新 Abstract With the continuous improvement of China's economic level, the continuous enrichment of people's material life, and the increasing demand for consumer goods, the new word "car rental" has entered people's horizons. As China's largest automobile manufacturer, China FAW Group The wholly-owned subsidiary FAW Leasing Co., Ltd. was established relatively late, but in the three-year business development, relying on the inherent advantages of the OEM, it has occupied a certain share of the domestic automobile financing and leasing industry. With the influx of leasing companies, FAW Leasing Co., Ltd. faces huge market competition and challenges. In 2019, FAW Leasing faces the threat and challenge of shrinking market share, severely lagging products, and being seized by interbank financial companies. The company needs to adjust its development strategy, follow the national financial leasing industry policy, analyze the company's internal and external advantages and disadvantages, expand brand awareness, Seize market share, surprising product innovation, occupying the leading position in the domestic auto financing leasing industry. This article first explains the car rental industry and explains the theory of strategic management. Then introduced the current operation models, product types and market conditions of car leasing companies at home and abroad, and compared and analyzed the current status and problems of FAW Leasing Co., Ltd. in car financing leasing business. Then use the PESTEL analysis method in SM theory to analyze the internal and external environment of FAW Leasing Co., Ltd., and use SWOT analysis method to analyze the current advantages, disadvantages, main threats and competition of FAW Leasing in the car rental market. Analyze the results. Finally, in accordance with the actual situation of FAW Leasing, choose a suitable strategy, and then propose a strategic development direction, and adjust the development model, optimization process and marketing strategy of FAW Leasing Co., Ltd. Later, it put forward reasonable safeguard measures for the development strategy needed by FAW Leasing Co., Ltd. Finally, it is concluded that a comparative analysis is made on various issues such as the current market share of FAW Leasing Co., Ltd., serious product homogeneity, high operating costs, and industry policy restrictions, and put forward suggestions for rational improvement. This article hopes that it can help to further optimize the development of FAW Leasing Co., Ltd.'s car rental business, and hope to provide some reference value for other leasing companies' business development strategies, so that the overall level of China's car rental business can be steadily improved.。。。。。。以下内容略