随着我国汽车工业规模的扩大化，不管是在产量上还是在销量上我国都已经 在世界上处于领先地位，由此也带动了汽车金融的快速发展，虽然如此，但是与西 方其他比较发达的国家相比还存在着一定差距。在我国汽车金融市场中，其产品类 型以消费信贷产品为主，而这一产品在国外已经处于普遍应用状态，其中的代表性 业务就是汽车融资租赁，在我国，目前这一业务的发展还较为缓慢，整个市场的渗 透率也远远不够，因而，与国外市场相比，我国汽车融资租赁还需要进一步扩大市 场份额。汽车融资租赁是互联网技术的下的产物，是一种通过采用分期付款实现租 赁使用权与所有权的分离的支付方式，在租赁的时间完成之后，汽车的所有权将完 全变成承租人。A 公司是一家汽车综合服务商，在互联网+技术的推动下，基于市 场发展趋势和企业业务战略调整，在 2014 年开始了融资租赁业务，并利用 O2O 等 线上线下相结合的方式增强体验营销效果，进一步促进公司业务发展。但因为公司 的汽车融资租赁业务发展时间还不长，经验不多，在运营过程中也出现了各种各样 的问题，阻碍了公司发展，因而，本文选择“A 汽车公司融资租赁业务市场营销问 题及对策研究”这一主题进行分析，以期促进公司融资租赁业务可持续发展。 文章的研究内容包括以下七个部分：第一部分是绪论，主要对文章研究的问题 背景、主要目的、内容以及采取的主要路线进行简要概括；第二部分是对文中应用 到的营销理论与工具的阐述；第三部分基于 A 汽车公司的基本情况，对其汽车融 资租赁业务现行的市场营销情况进行了阐述，并通过实地调查等方式，对该业务营 销过程中产生的问题进行了分析；第四部分是对 A 汽车公司融资租赁业务发展面 临的外部营销环境的分析，利用 PEST 分析法对 A 汽车公司融资租赁业务的宏观 环境进行了分析，利用 SWOT 分析法对 A 汽车公司融资租赁业务营销面临的机会 与威胁、优势与劣势进行了分析；第五部分根据上述问题与环境分析，提出了相应 的解决对策；第六部分提出了保障营销策略有效实施的措施；第七部分则是对本文 研究内容的小结以及对未来研究的展望。 本文的研究结论主要包括两个方面：第一，在 A 汽车公司内部，其汽车融资 租赁业务取得了快速发展，具有比较大的发展空间，但是其中存在的问题也较为明 显，表现为产品难以满足客户需求，价格策略不适应客户要求，渠道与促销策略也 较为单一；第二，为了解决这些问题，A 汽车公司应该对其业务客户进行细分与定 位，基于客户的基本要求，进行产品设计，并对客户的资质进行分类，按照不同类湖 北 工 业 大 学 硕 士 学 位 论 文 II 型设置多样化的价格体系，与此同时，还要不断加大在营销渠道与促销手段上的建 设，实现线上线下相结合的多样化模式，用更加宽广的渠道与丰富化的促销方式实 现公司融资租赁业务的进一步发展，进而带动整个公司的可持续推进。 关键词：汽车金融，汽车融资租赁，营销对策，保障措施湖 北 工 业 大 学 硕 士 学 位 论 文 III Abstract With the expansion of the scale of China’s auto industry, China has taken the lead in the world in terms of production and sales, which has also led to the rapid development of auto finance. Nevertheless, it is compared with other developed countries in the West. Compared with the country, there is still a certain gap. In China's auto finance market, its product types are mainly consumer credit products, and this product has been widely used in foreign countries. The representative business is auto financing leasing. In China, the development of this business is still relatively Slow, and the penetration rate of the entire market is far from enough. Therefore, compared with foreign markets, China's auto financial leasing still needs to further expand its market share. Car financial leasing is a product of Internet technology. It is a payment method that realizes the separation of lease use rights and ownership by adopting installment payments. After the lease time is completed, the ownership of the car will completely become the lessee. Company A is a comprehensive automobile service provider. Driven by Internet + technology, based on market development trends and corporate business strategy adjustments, it started financial leasing business in 2014 and used O2O and other online and offline methods to enhance experience marketing Effect, and further promote the company’s business development. However, because the company’s car financial leasing business has not developed for a long time and has little experience, various problems have also appeared in the operation process, which hinders the company’s development. Therefore, this article chooses "A car company’s financial leasing business marketing The theme of "Problems and Countermeasures Research" will be analyzed in order to promote the sustainable development of the company’s financial leasing business. The research content of the article includes the following seven parts: The first part is the introduction, which mainly summarizes the background, main purpose, content and main routes of the article research; the second part is the marketing theory and tools applied in the article Elaboration; The third part is based on the basic situation of A car company, expounds the current marketing situation of its auto financing leasing business, and analyzes the problems arising from the business marketing process through on-site investigations and other methods; fourth Part of it is the analysis of the external marketing environment faced by the development of A car company’s financial leasing business. The PEST analysis method is used to analyze the macro environment of the A car company’s financial leasing business. The SWOT analysis method is used to analyze the marketing of A car company’s financial leasing business. Opportunities and threats, advantages and disadvantages are analyzed; the fifth part proposes corresponding solutions based on the above-mentioned problems and environmental analysis; the sixth part proposes measures to ensure the effective implementation of marketing strategies; the seventh part is the research content of this article Summary of and prospects for future research. The research conclusions of this article mainly include two aspects: First, within the湖 北 工 业 大 学 硕 士 学 位 论 文 IV A car company, its car financial leasing business has achieved rapid development and has a relatively large room for development, but the problems in it are also obvious, and the products are difficult to meet. Customer needs, price strategies do not meet customer requirements, channels and promotion strategies are relatively simple; second, in order to solve these problems, A car company should segment and locate its business customers, and design products based on the basic requirements of customers. And classify the qualifications of customers, set up a diversified price system according to different types, and at the same time, continue to increase the construction of marketing channels and promotional methods to achieve a diversified model of online and offline integration. Broader channels and diversified promotional methods have realized the further development of the company's financial leasing business, which in turn will drive the sustainable development of the entire company. Keywords: Automobile finance; Automobile finance lease; Marketing countermeasure; Safeguard measure湖 北 工 业 大 学 硕 士 学 位 论 文 V 目 录 摘要 ................................................................................................................................................ I Abstract...............................................................................................................................................III 目 录 .............................................................................................................................................V 第 1 章 绪论 ........................................................................................................................................1 1.1 选题背景与意义 ......................................................... 1 1.1.1 研究背景 ......................................................... 1 1.1.2 研究意义 ......................................................... 2 1.2 国内外研究综述......................................................... 2 1.2.1 国外研究现状.................................................... 2 1.2.2 国内研究现状.................................................... 3 1.2.3 研究述评......................................................... 5 1.3 研究内容、研究方法与技术路线 ........................................... 5 1.3.1 研究内容......................................................... 5 1.3.2 研究方法......................................................... 5 1.3.3 技术路线......................................................... 6 第 2 章 相关理论基础.......................................................................................................................7 2.1 汽车融资租赁理论 ...................................................... 7 2.1.1 汽车融资租赁条件................................................ 7 2.1.2 汽车融资租赁特点................................................ 7 2.1.3 汽车融资租赁模式................................................ 8 2.1.4 汽车融资租赁流程................................................ 9 2.1.5 融资租赁的概念................................................... 9 2.1.6 汽车融资租赁的概念.............................................. 10 2.1.7 汽车融资租赁与经营租赁的区别.................................... 10 2.2 市场营销理论及分析方法概述 ........................................... 12 2.2.1 SWOT 分析 ....................................................... 12 2.2.2 PEST 分析 ....................................................... 13 2.2.3 从 4P 到 4C 的理论分析........................................... 13 2.2.4 STP 营销理论 ................................................... 14湖 北 工 业 大 学 硕 士 学 位 论 文 VI 第 3 章 A 汽车公司融资租赁业务营销现状与问题研究.............................................................15 3.1 A 汽车公司概述 ....................................................... 15 3.2 A 汽车公司融资租赁业务营销现状 ....................................... 15 3.2.1 经营现状....................................................... 15 3.2.2 客户情况....................................................... 16 3.2.3 销售情况....................................................... 16 3.3 A 汽车公司融资租赁业务营销策略问题.................................... 17 3.3.1 产品结构不完整................................................. 17 3.3.2 产品价格较高................................................... 18 3.3.3 融资渠道单一................................................... 19 3.3.4 促销能力欠缺................................................... 20 第 4 章 A 汽车公司融资租赁业务市场营销环境分析.................................................................21 4.1 PEST 宏观环境分析 .................................................... 21 4.1.1 政策和法律环境分析............................................. 21 4.1.2 经济环境分析................................................... 22 4.1.3 社会和文化环境分析............................................. 22 4.1.4 技术环境分析................................................... 23 4.2 SWOT 分析 ............................................................ 24 4.2.1 优势分析....................................................... 24 4.2.2 劣势分析....................................................... 24 4.2.3 机会分析....................................................... 24 4.2.4 威胁分析....................................................... 25 第 5 章 A 汽车公司融资租赁业务的市场营销对策及保障措施...................................................26 5.1 A 汽车公司融资租赁业务的市场营销对策.................................. 26 5.1.1 STP 分析对策 ................................................... 26 5.1.2 产品升级对策................................................... 30 5.1.3 价格优化对策................................................... 31 5.1.4 销售渠道拓展对策............................................... 33 5.1.5 市场促销改进对策............................................... 35 5.2A 汽车公司融资租赁业务实施的保障措施 ................................... 36 5.2.1 加强风险控制................................................... 36 5.2.2 加强租后管理................................................... 37湖 北 工 业 大 学 硕 士 学 位 论 文 VII 第 6 章 结论与展望 ........................................................................................................................38 6.1 研究结论 ............................................................. 38 6.2 不足与展望 ........................................................... 38