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论文编号：	12839
作者编号：	2320190541
上传时间：	2021/12/10 8:57:51
中文题目：	G 集团商业保理公司营销策略研究
英文题目：	Research on Marketing Strategy of G Group Commercial Factoring Company
指导老师：	邢金刚
中文关键字：	G 集团；商业保理；营销策略
英文关键字：	G Group; Commercial factoring ; Marketing strategy;
中文摘要：	自2019年12月以来，新冠肺炎疫情席卷全球，得益于疫苗技术的快速发展、全球生物技术合作以及部分国家行政上的强力干预，在一定程度和范围上相对控制住了疫情的大规模、持续、快速蔓延，但是从世界各主要的经济体整体经济指标来看，疫情发展形势依旧不明朗，病毒变异和进化的速度远远超过各国的预期，疫情反复的压力较大，全球经济发展均面临较为严重的下行危机。 中国经济本身长期存在的结构、周期、体制等问题一直深度影响着企业的发展，再叠加疫情冲击，给民营企业，尤其是中小微民营企业，造成了较大的生产和经营困难，面对当前国内国外市场经济发展形势的急转直下，中国政府适时出台扩大内需战略，提出了“六保”任务和“六稳”措施，千方百计加大对国内中小微民营企业的各方面的支持。其中商业保理产品已经被广泛认为是服务中小微个体或者企业重要的金融工具之一,在当前的市场经济大背景下一定会在行业中发挥极为重要的地位和作用,商业保理通过直接向企业客户提供应收账款融资以及进行风险管理等方式的服务,能够大大改善中小微企业的资金和资产周转状态,降低了企业销售和信用风险,同时商业保理产品已经成为依托核心企业、服务中小微企业、将核心企业信用向产业链远端传导的重要手段，是保护产业链稳定的重要抓手。特别是随着现代金融科技的不断进步发展，加之国内政策机遇期的到来，均为发展商业保理提供了良好的外部环境。各家中央企业做为各自行业产业链条中的重要核心企业，都已经深刻的认识到了稳定产业链和供应链的重大意义，都在积极发展供应链金融业务，以服务实体经济的发展。 本文基于G集团商业保理有限公司进行分析，首先针对研究背景、研究意义做了介绍，然后进行相关理论回顾，重点阐述了环境分析工具、市场定位理论、服务营销理论和商业保理的相关概念，接着运用SWOT分析法对G集团商业保理有限公司板块在营销策略方面目前存在优势、劣势、机会与威胁进行了分析，并结合G集团自身的供应链内外部特点进行了简述，得出当前G集团商业保理有限公司的市场定位。最后根据营销组合战略理论,提出了G集团商业保理有限公司相关的营销战略,并就以下几个方面对其展开了阐述：通过市场细分进行了各个行业的分类,重点筛选出了符合 G集商业保理公司自身行业发展目标定位的客户群,在这个目标所定位的客户群内同时为消费者制定了差异化的产品策略、价格战略、渠道战略、人员战略等,，最后通过G集团商业保理有限公司在企业文化和人力资源、组织结构和制度、信息技术和数据资源以及全面风险管理四个方面进行发力，以保障公司营销策略的有效实施。本文的研究成果，一方面完全有助于促进G集团商业保理有限公司在市场营销管理领域的理论和实践创新，提升本公司的核心市场竞争力；另一方面给当前国家中央直属企业集团商业保理公司的市场营销发展战略方案制定和计划实施工作提供了新的理论指导。
英文摘要：	Since December 2019, the new crown pneumonia epidemic has swept the world. Thanks to the rapid development of vaccine technology, global biotechnology cooperation, and strong administrative interventions in some countries, it has relatively controlled the large-scale and scale of the epidemic to a certain extent and scope. Continued and rapid spread, but judging from the overall economic indicators of the world’s major economies, the development of the epidemic is still uncertain. The speed of virus mutation and evolution far exceeds the expectations of various countries. The repeated pressure of the epidemic is greater, and the global economic development is even Facing a more serious downside crisis. The long-standing problems of the structure, cycle, and system of China’s economy have been deeply affecting the development of enterprises, and the impact of the epidemic has been superimposed on private enterprises, especially small, medium and micro private enterprises, causing greater production and operation difficulties. Faced with the current situation The economic development situation of domestic and foreign markets has taken a turn for the worse. The Chinese government has introduced a strategy to expand domestic demand in a timely manner, put forward the "six guarantees" task and "six stability" measures, and does everything possible to increase support for domestic small, medium and micro private enterprises in all aspects. Among them, commercial factoring products have been widely regarded as one of the important financial tools to serve small, medium and micro individuals or enterprises. Under the background of the current market economy, they will definitely play an extremely important position and role in the industry. Enterprise customers provide services such as account receivable financing and risk management, which can greatly improve the capital and asset turnover status of small, medium and micro enterprises, and reduce corporate sales and credit risks. At the same time, commercial factoring products have become the core enterprises and services that rely on Small, medium and micro enterprises, an important means of transmitting the credit of core enterprises to the far end of the industrial chain, are an important starting point for protecting the stability of the industrial chain. Especially with the continuous progress and development of modern financial technology, coupled with the arrival of the domestic policy opportunity period, it provides a good external environment for the development of commercial factoring. As an important core enterprise in the industrial chain of their respective industries, various central enterprises have deeply realized the significance of stabilizing the industrial chain and supply chain, and are actively developing supply chain financial services to serve the development of the real economy. This article is based on the analysis of the G Group commercial factoring company. First, it introduces the research background and research significance, and then reviews related theories. It focuses on the concepts of environmental analysis tools, market positioning theory, service marketing theory, and commercial factoring. Then use the SWOT analysis method to analyze the current advantages, disadvantages, opportunities and threats of the G Group’s commercial factoring company segment in terms of marketing strategies, and combine the internal and external characteristics of the G Group’s own supply chain to briefly describe the current G The market positioning of the group's commercial factoring company. Finally, according to the marketing mix strategy theory, the relevant marketing strategy of the G Group commercial factoring company is proposed, and the following aspects are expounded: The classification of each industry is carried out through market segmentation, and the focus is on the selection of the G set The customer base targeted by the commercial factoring company’s own industry development goals has also formulated differentiated product strategies, price strategies, channel strategies, personnel strategies, etc. for consumers within the customer base targeted by this goal, and finally passed the G Group business Factoring companies make efforts in four aspects: corporate culture and human resources, organizational structure and systems, information technology and data resources, and comprehensive risk management to ensure the effective implementation of the company’s marketing strategies. The research results of this article, on the one hand, are fully helpful to promote the theoretical and practical innovation of G Group Commercial Factoring Co., Ltd. in the field of marketing management, and enhance the company’s core market competitiveness; The formulation and implementation of the marketing development strategy plan of the factoring company provides new theoretical guidance.
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