民生银行汽车消费信贷的差异化营销策略研究-工商管理专业毕业论文.docxVIP

PAGE PAGE iv 摘要 20 世纪 90 年代以来，我国一直将汽车工业列为国民经济发展的支柱产业，并 以支持汽车产业的快速发展作为推动经济发展的重要增长点。汽车产业既属于技术 密集型产业，又属于资金密集型产业，产业链中的生产、物流、销售、售后服务等 各个环节都离不开金融服务。“十二五”规划明确提出，在努力实现我国从汽车大国 向汽车强国迈进的同时，调整收入分配和加快城镇化建设这两项拉动内需的举措， 将进一步推动国内汽车消费信贷产业，为我国汽车消费信贷提供前所未有的发展机 遇。 汽车消费信贷作为商业银行重要的零售业务之一，在欧美等发达国家已经是成 熟的金融产业，为提高汽车销量和推动汽车产业升级发挥了至关重要的作用。随着 近些年我国民众收入的增加、消费结构的改变及贷款意识的增强，我国银行业的汽 车消费信贷业务的规模也逐渐扩大。 本文从汽车消费信贷业务的宏观环境分析入手，通过对欧美发达国家及我国汽 车消费信贷市场的发展历程和现状的研究，对我国汽车消费信贷业务进行了经营环 境分析。全篇以民生银行作为研究对象，阐述了消费者市场调研对发掘和评估市场 机会的理论重要性，精准的市场调研可减少市场营销决策的不确定性，降低决策错 误的风险。民生银行根据市场调研分析结果，将汽车经销商作为最重要的营销渠道， 制定“批零结合”的汽车全产业链金融服务。根据客户和市场的差异性，民生银行 将市场细分、定位后，锁定两类目标客户（一是缺乏全款购车实力的刚性需求客户； 二是期望利用贷款获得投资高收益的客户），制定两种产品策略、两种促销策略和售 后服务策略，最终确定了以市场为导向、以客户为中心的差异化营销战略。 关键词：差异化营销，消费者行为，汽车消费信贷 Abstract Since the 1990s, auto industry has been designated in China as a pillar industry of national economic development, and it has been deemed as the important economy growth point to support the rapid development of the auto industry. Auto industry belongs to both technology-intensive industries and capital intensive industry, and all links of the industry chain including production, logistics and post-sale service are inseparable to financial services. It’s clearly proposed in “the Twelfth Five-Year Program” that while forwarding China from major country to a super power in auto industry, two initiatives including adjusting income distribution and accelerating the urbanization to stimulate domestic demand would further promote the auto finance industry national wide, which would provide unprecedented opportunities for the development of China’s consumer auto finance business. Consumer auto finance business, as one of the major retail business of commercial banks, has already been a mature financial industry in US, Europe and other developed countries, which has been playing a vital role in boosting the auto sales and promoting the automotive industry upgrading. In recent years, with the increase of our people’s income in recent years, the change i