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论文编号：	12437
作者编号：	2320180480
上传时间：	2021/6/11 14:18:47
中文题目：	CW公司汽车融资租赁业务营销策略优化研究
英文题目：	Research on Marketing Strategy of CW Company''''s Automobile Financial Leasing Business
指导老师：	牛建波
中文关键字：	融资租赁；汽车金融；市场营销；业务营销策略
英文关键字：	Financial Leasing；Automobile Financial；Marketing Management；Business Marketing Strategy
中文摘要：	进入21世纪以来，随着我国经济的快速发展，我国的汽车产业也进入高速发展阶段。新车产销量从2009年起跃居全球第一位，且在此后8年内保持年均两位数的增长速度，进一步拉开与全球第二位的差距。2008年，我国汽车金融市场规模约0.2万亿元，2019年，我国汽车金融市场规模达到约1.7万亿元，年均增长率达到24%。汽车金融业务的市场渗透率由2015年的28%提升至2019年的43%。汽车融资租赁作为汽车金融的一个分支，由于其更快的审批时效和更强的产品灵活度得到迅速发展，市场渗透率由2015年的2%提升至2019年的8%，增速明显。但相较于欧美国家等成熟市场（其中，美国2018年汽车金融市场渗透率为86%，其中融资租赁业务为32%），我国在汽车贷款、汽车融资租赁等方面金融渗透率仍然较低。 CW公司是一家坐落于天津地区国有背景的融资租赁公司，主要从事汽车融资租赁业务。近年来，公司业务发展速度有所下降，且发展速度低于行业水平和公司预期目标。综合分析主要原因为：CW公司对于营销策略缺乏精细化研究思考与分析，对于消费者需求缺乏有效分析和精准把握；在市场细分、目标市场选择、目标市场定位等方面有待提高；在营销策略方面，过分关注融资租赁公司在产品价格高于银行及厂家金融公司等竞争对手的单一劣势，忽略了公司在产品、渠道、促销方面营销策略的缺失，及如何利用融资租赁公司“融资+融物”的特性，发挥自身优势，规避价格的劣势，进而提高公司整体的营销水平促进业务发展。 本文以CW公司汽车融资租赁业务营销策略作为研究内容，研究的目的就是通过对CW公司汽车融资租赁业务营销策略优化研究，推进公司汽车融资租赁业务的发展。首先从宏观环境和行业环境两个维度分析了汽车融资租赁业务发展的外部环境，然后通过对CW公司个人汽车融资租赁业务开拓及营销中存在的不足进行分析，接着运用市场细分理论和4Ps营销策略进行分析，从市场细分、目标市场及市场定位三个方面和产品、价格、渠道、宣传四个角度优化公司的营销策略。最后提出从调整组织架构、强化人力资源管理、推进组织文化建设、推动金融科技产品的开发应用四个方面进行保障，确保营销优化策略得以有效实施。
英文摘要：	Since entering the 21st century, with the rapid development of China's economy, China's automobile industry has entered a period of rapid development. Since 2009, new automobile production and sales have ranked the first in the world, and have maintained a sustained annual double-digit growth rate in the next eight years, further widening the gap with the second place in the world. The scale of China's automobile financial market is about 0.2 trillion yuan in 2008 and 1.7 trillion yuan in 2019, with an average annual growth rate of 24%. The market penetration rate of auto finance business increased from 28% in 2015 to 43% in 2019.As a branch of automobile finance, automobile financial leasing develops rapidly due to its higher risk preference and stronger product flexibility. The market penetration rate increases from 2% in 2015 to 8% in 2019, with obvious growth rate. However, compared with the mature markets in Europe and the United States (the penetration rate of automobile financial market in the United States in 2018 was 86%, of which the financial leasing business was 32%). China's new automobile loans, new car financial leasing and used car financial penetration is still low. CW company is a state-owned financial leasing company located in Tianjin, mainly engaged in car financial leasing business. However, in recent years, the company's business development speed is lower than the industry level and the company's expectations. Comprehensive analysis is mainly due to the following reasons: CW company lacks effective analysis and accurate grasp of consumer demand; for market segmentation, target market selection and target market positioning; in terms of marketing strategy, products and prices lack effective innovation and market competitiveness. In this paper, CW company car financial leasing business marketing strategy as the research content, the purpose of the study is to speed up the development of the company's automobile financial leasing business through the analysis of CW company personal car financial leasing business marketing strategy. Firstly, this paper analyzes the external environment of the development of auto financial leasing business from two dimensions of macro environment and industry environment, and then analyzes the deficiencies in the development and marketing of individual auto financial leasing business of CW company, and then analyzes it by using marketing theory and 4Ps marketing strategy, from three aspects of market segmentation, target market and market positioning, and product, price and channel to optimize the company's marketing strategy from the four angles of publicity. In the end, the paper puts forward the guarantee from four aspects of organizational structure, cultural development,human resource management,information technology to ensure the effective implementation of the marketing strategy.
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