III
Abstract
The Research on Auto Finance Marketing Strategy of SPDB
Changchun Branch
Changchun Branch of Shanghai Pudong Development Bank（SPDB） was
established in 2006 , SPDB is established in the country 's first 28 provincial
branches . Its auto finance business began in July 2012 , mainly for vehicle dealers ,
offering to build stores and daily turnover of financing services. Jilin has been
completed for the automotive financial services as the administrative center for the
FAW - Volkswagen supplier network as the basis for the national vehicle
manufacturers terminal vendors auto finance business layout. With China entering
era sedans and national automobile industry revitalization plan enacted , especially
Changjitu pilot area development and opening up the great support for the
automotive industry , China's auto sales market ushered in a new spring. These
Changchun Branch of SPDB gave the auto finance business development has
brought opportunities and challenges , but in the specific business marketing process,
are also facing such as : products as well as a single channel , credit risk uncertainty ,
intense competition and a series of competitors marketing issues , these are precisely
the problems to be solved in this study . These problems both for SPDB auto
financing business or auto finance business marketing theory has a more important
significance .
In order to solve the problems mentioned above , this paper first analyzes the
financial markets, China's auto macro environment that in the relevant policy
guidelines , our country is in the auto finance capabilities in risk prevention and
control under the conditions of continuous improvement and standardization of
easing process, especially the National Automobile Industry Promotion scheme
introduced, but also to the auto finance business development brings newI
摘 要
浦发银行长春分行汽车金融业务营销策略研究
浦发银行长春分行成立于 2006 年，是浦发银行在全国设立的第 28 家省级
分行。其汽车金融业务开始于 2012 年 7 月，主要面向整车经销商，提供建店和
日常周转的融资服务。目前已经完成以吉林省为汽车金融业务为行政中心，以
一汽—大众供应商网络为依托，面向全国整车厂商终端销售商的汽车金融业务
的布局。随着中国进入家用轿车时代和国家汽车产业振兴计划的颁布，特别是
长吉图开发开放先导区对于汽车产业的大力扶持，中国汽车销售市场迎来了新
的春天。这些都给浦发银行长春分行的汽车金融业务迎来了发展的机遇与挑战，
但是在具体的业务营销过程中，也面临一系列亟待解决的营销问题例如：产品
及渠道单一、信贷风险不确定、市场竞争激烈等。如何解决这些问题，推动浦
发银行长春分行的营销走上正轨，成为本研究的主要内容
为解决如上问题，本文首先从宏观角度分析了我国汽车金融市场的发展环
境，认为我国汽车金融正处于在风险防控能力不断提升条件下的宽松化和规范
化过程，特别是国家汽车产业振兴计划的出台，更是给汽车金融业务的发展带
来的新的契机。在区域经济发展角度，随着居民收入水平的提高，人均可支配
金额显著提升，居民购车愿望较为强烈，这无疑在需求方面促进了供给一方的
大幅度增长，而供给终端的销售店的资金融通需求，无疑成为商业银行汽车金
融业务的发展突破口。在消费文化方面，我国汽车消费具有明显的“面子”消
费的特点，追求高档和高质量的购车体验成为国人普遍具有的价值观
其次对浦发银行长春分行汽车金融业务的各微观主体进行了系统的分析，
认为作为浦发银行汽车金融业务的主要合作伙伴的一汽—大众公司正处于较为
稳定的发展态势之中，浦发银行成为其金融服务的提供商，能够实现一起发展、
一起成长的发展目标，具有广阔的合作前景。在对客户群体进行分析中，强调II
了客户群体的资金需求类型，为汽车金融业务提供目标土壤。并明晰了浦发银
行与竞争对手在业务上的优劣势
通过 SWOT 分析工具剖析企业自身的优势、劣势机会和威胁，得出浦发银行
长春分行汽车金融业务发展的总体发展战略，采用 STP 分析手段，对浦发银行
长春分行汽车业务进行有效的市场细分，目标市场选择，并最终提出浦发银行
长春分行汽车金融业务的定位是——国内汽车金融业务的领导者。并围绕这一
定位，在汽车金融产品、协同营销、渠道保障、人才和技术等方面提出相应的
营销策略，以保证市场定位的有效实施
关键字：
浦发银行，汽车金融，产业链，营销战略IV
opportunities. In regional economic development , along with the improvement of
living standards , people living a substantial increase in the amount of disposable
residents desire to purchase more strongly , which undoubtedly contributed to the
demand for a substantial increase in the supply side , while the supply of terminal
sales shop financing needs, will undoubtedly become a commercial bank auto
finance business development breakthrough. In the consumer culture , China's auto
consumption has obvious face consumption characteristics , the pursuit of
high-grade and high-quality purchase experience as people generally have values.
Secondly, SPDB Changchun Branch of the auto finance business, the main
micro carried out a systematic analysis, that the S SPDB auto finance business as a
key partner FAW - Volkswagen is in a relatively stable development trend among the
SPDB as its financial service provider, able to achieve with the development , with
the growth of development goals, and has broad prospects for cooperation. In the
analysis of customer communities , emphasizing the type of customer groups
funding needs for the automotive finance business providing target soil . SPDB and
clarity in business with a competitor 's strengths and weaknesses .
Through SWOT analysis tool , SPDB Changchun Branch clear auto finance
business development of the overall development strategy , using the STP analysis
means, SPDB Changchun Branch automotive business for effective market
segmentation, target market selection , and ultimately raise Changchun Branch of
SPDB Car financial business is positioned - the domestic auto finance business
leader. And around this position in the automotive financial products , collaborative
marketing, channel security, human resources and technology and other aspects of
appropriate marketing strategies to ensure the effective implementation of market
positioning
Key words:
SPDB ；Auto Finance；Industrial Chain；marketing strategy.3
对于浦发银行长春分行来说，汽车金融产品已经成为重要的汽车产业链的
融资工具。与其他同业竞争对手的相似业务比较而言，长春分行在汽车金融消
费品策划、营销渠道拓展、营销人力资源保障、客户信息技术等方面都存在一
定的差距。本文通过对浦发银行长春分行汽车金融业务市场环境以及竞争对手
的分析，结合自身工作实践，试图通过科学的市场定位方法制定出针对中国国
内特殊金融状况的汽车金融业务的具体营销策略，为浦发银行长春分行的汽车
金融业务的发展提供较为有益的营销决策参考
1.2 研究思路及方法
本着理论联系实际的原则，本文首先对汽车金融业务相关理论的进行梳理，
在结合国内宏观金融条件，从认知角度对国内汽车金融产品的消费者需求加以
分析。然后通过文献查阅、逻辑演绎和数据分析等多种方式对浦发银行长春分
行汽车金融业务的市场环境，消费者行为特点、竞争对手状况、国内外其他商
业银行开展汽车金融业务的先进经验，并结合本人实际的工作实践，力图为浦
发银行长春分行的汽车金融业务提供有效的营销策略指引，为浦发银行长春分
行在以吉林为汽车金融业务行政中心，辐射全国的汽车金融市场的开拓出谋划
策
1.3 论文内容及框架结构
本文从浦发银行长春分行汽车金融业务营销现状入手，详细讨论了浦发银
行长春分行在汽车金融业务领域存在的营销问题，从宏观市场环境和微观试产
环境两个主要的分析视角，明确汽车金融业务相关的政策发展、区域经济发展
状况、区域消费特点、目标客户群体的融资需求以竞争对手业务开展状况等问
题，提出符合浦发银行长春分行汽车金融业务市场定位要求的汽车金融业务营
销策略。本文共分为五章:
第一章绪论。随着汽车金融业务在国内市场日新月异的发展。带给浦发银V
目 录
第 1 章 绪论....... 1
1.1 选题背景与意义 .... 1
1.2 研究思路及方法 .... 3
1.3 论文内容及框架结构 ........ 3
第 2 章 浦发银行长春分行汽车金融业务营销现状分析....... 5
2.1 浦发银行长春分行汽车金融业务营销现状概述 5
2.2 浦发银行长春分行汽车金融业务存在的问题.... 7
第 3 章 浦发银行长春分行汽车金融业务市场