[Abstract] There is no doubt that the financial industry plays an important role in economic development, while the automobile industry is mostly a pillar industry in developed or developing countries. It is of great significance to combine the automobile industry with finance at both macro and micro levels. The international financial crisis triggered by the subprime mortgage crisis in the United States has severely impacted China's automobile industry. The central government has issued a series of revitalization policies, one of which is to support the development of China's automobile finance industry. Some domestic automobile enterprises have made some attempts in this field and achieved some results. Under this background, Changhe Automobile can adopt SWOT method to develop automobile finance, clearly analyze the external environment faced by enterprises and evaluate their own internal conditions, and make clear the available opportunities and possible risks, so as to foster strengths and avoid weaknesses and promote the healthy development of enterprises.

[Keywords] Changhe Automobile; Automobile finance; SWOT analysis

[Chinese library classification number] f47.471 [document identification number] b [article number] 295-3283 (212) 7-85-2

Author introduction: Li Yuqing, female, master, lecturer of Jingdezhen Ceramic Institute. ?

fund project: one of the achievements of Jingdezhen social science planning project "research on the development of Jingdezhen automobile industry in Poyang lake ecological economic zone-based on the perspective of constructing Changhe automobile finance path", with the project number of 1YJ14.

in the second half of 28, with the spread of the international financial crisis, the international automobile market has shrunk severely, and the domestic automobile market has been severely impacted, resulting in a negative growth in production and sales of the whole industry, a decline in economic benefits of key enterprises, and a lack of development of self-owned brand cars. At that time, the downturn in China's auto market caused many auto dealers to lose money, and some of them were in danger of capital fracture. As we all know, the normal operation of automobile dealers is very important to maintain the benign operation of the whole automobile industry chain.

according to the statistics of the national passenger car association, the proportion of global car loans in 28 was about 7%, and the proportion of car loans in developed countries such as the United States was about 8% ~ 85%, and that in Germany was about 7%. While India, which is also a BRICS country, has 6% ~ 7% of car purchases, China has dropped from 16% in 24 to 8% in 28. According to the report released by Xinhua Xin International Consulting Co., Ltd., in various market segments in China, the loan proportion of medium and large cars and medium-sized cars is 12.1% and 9.3% respectively, while the loan proportion of small cars and mini cars is only 4.9% and 3.7%. However, at present, with the popularity of private cars and the gradual stabilization of prices in China, the automobile market, especially the small car and mini-car market, has developed into the mainstream way of buying cars with consumer credit, and this trend is more obvious. Therefore, it is very necessary to expand the auto consumption credit business in China and promote the development of auto financing companies. At the same time, the National Development and Reform Commission of China officially promulgated the Planning of Poyang Lake Ecological Economic Zone in December 29, which is a programmatic document guiding the construction of Poyang Lake Ecological Economic Zone and an important basis for compiling relevant plans; The planning period is 29-215, and the long-term outlook is 22. Automobile industry belongs to the new industrial industry emphasized in the plan and the key development industry of Poyang Lake Ecological Industrial Park. Jingdezhen, as one of the central cities around the lake, must continue to promote the development of Changhe automobile in order to build "an industrial town in the northeast of Jiangxi".

I. Evolution of Changhe Automobile

Jiangxi Changhe Automobile Co., Ltd. (hereinafter referred to as "the Company") is a joint-stock company jointly established by Changhe Aircraft Industry (Group) Co., Ltd., Hefei Changhe Automobile Co., Ltd., Harbin Dongan Automobile Power Co., Ltd., China Civil Aircraft Development Company, China Aviation Industry Supply and Marketing Corporation and Anhui Jiangnan Machinery Co., Ltd. The company was registered in Jiangxi Administration for Industry and Commerce on November 26th, 1999 and listed on Shanghai Stock Exchange on July 6th, 21.

Changhe Co., Ltd. suffered continuous losses in 26, 27 and 28, and its listing was suspended by Shanghai Stock Exchange on May 11th, 29. In 29, the company realized a net profit of 26.3 million yuan, of which the net profit attributable to the owner of the parent company was 25.49 million yuan, and the net profit attributable to the owner of the parent company was 258, yuan after deducting non-recurring gains and losses. On April 12, 21, the company submitted an application to the Shanghai Stock Exchange for the resumption of listing. In 29, Changhe Automobile was merged into China Changan Automobile Group.

second, the SWOT analysis of Changhe Automobile's development of auto finance

(I) strengths)

The advantages of Changhe Automobile's development of auto finance are mainly reflected in its positive impact on the improvement of its business ability after its merger with China Changan Automobile Group, which will be conducive to the development of its auto finance business.

under the influence of changan group's strong product research and development technology, advanced management concept and broad enterprise platform, changhe automobile has made progress in sales, especially in the second half of 21, many new cars such as liana a+ and freda extended edition have been put into the market one after another, which has played a certain role in boosting the market sales of changhe automobile. According to the plan issued by China Changan Automobile Group, the production and sales will reach the goal of 5 million units by 22. Changhe Automobile will also achieve the goal of 1 million vehicles, that is, by 22, the production and sales of Changhe brand will reach 1 million, accounting for 1/5 of China Changan.

First of all, Changhe Automobile has adjusted its product structure, retaining the positioning of the boutique mini-car. At present, brands of mini-cars such as Freda, Big Dipper and Landy, as well as brands that have entered the A-class car Liana, have been sorted out under the planning of China Changan Automobile Group, and their product attributes have been adjusted.

Secondly, the manufacturing and production scale are sorted out. At present, Changhe Automobile is divided into three lots in China, spanning two provinces, including Jingdezhen and Jiujiang in Jiangxi and Hefei in Anhui. The output of the three bases is only 26,, which cannot support the development of Changhe brand. According to the unified planning of China Changan Automobile Group, these three bases have made development plans to 215 respectively. At present, the first step of Jingdezhen base is starting from 1 thousand to 2 thousand; In the second step, the base in Hefei, Anhui Province is being actively built according to the scale of 5, commercial vehicles, and the first phase of the production line of 2, has started construction. At the same time, the expansion of 1, vehicles and engines in Jiujiang base is also under planning, and the scale of expanding the first phase of 75, engines to 15, engines is being started.

Thirdly, the management system and staff have been adjusted. Through docking with Chongqing Chang 'an, the advanced management methods and concepts of Chongqing Chang 'an were introduced, and the standardized and large-scale business ability of employees was improved and educated, so that their professional quality and experience were improved.

(II) weaknesses)

The weakness of Changhe Automobile's development of automobile finance is mainly reflected in the fact that in recent years, a series of contradictions occurred within the group after Changhe Automobile was delisted and merged into Changan Group, which affected the image of Changhe Automobile, and then brought many negative effects to the production and sales of Changhe Automobile. This weakens the financing ability of Changhe Automobile, which is not conducive to its related automobile finance business.

(3) opportunities for Changhe Automobile to develop auto finance.