联系我们

论文查询结果	返回搜索

论文编号：	2234
作者编号：	2120082308
上传时间：	2010/5/28 9:11:26
中文题目：	Y融资租赁公司基于建设板块的市场细分和市场定位研究
英文题目：	Research on Market Segmentation and Marketing Positioning of Construction of Y Financial Leasing Company
指导老师：	韩德昌
中文关键字：	融资租赁 市场细分 市场定位
英文关键字：	Financial Leasing, Market Segmentation, Market Positioning
中文摘要：	近些年来，随着中国经济的高速发展，随着各行业体系结构的优化和调整，不仅在实业上，而且在随之而来的金融服务业也取得了长足的发展。从成熟的西方资本市场的运营情况来看，融资租赁已经成为了继信贷之后的企业的第二大融资方式。而融资租赁，这一以“融物”为手段，“融资”为目的的企业筹融资方式，也逐渐被国内所认可。我国也对融资租赁这一领域进行着不断地探索，在天津的滨海新区，就已经有八家融资租赁公司落户，而这也进一步刺激了融资租赁行业的发展速度与热度。 　　本论文的研究除了建立在融资租赁行业快速发展的基础上之外，同时也建立在国家对于基础设施建设行业的投入和政策性的倾斜之上，我国在基础设施建设行业的四万亿投资又拉动了更多的地方政府投资，而后所带动的基础设施建设行业内的施工企业的发展更是呈现了井喷式的效果。 　　本论文的研究正是基于以上两个方面的情况，去探索融资租赁公司如何在建设施工行业做出合理的市场细分，并最终找到合适的市场定位。从融资租赁视角，系统地研究基础设施建设行业中的施工企业的市场特征，并合理地进行市场细分，以及最后的市场定位，对于指导融资租赁公司的市场营销活动的方向性具有重要的实际作用，同时对于如何更加合理有效的把资本和实业相结合，“更快更好”地促进我国基础设施建设行业的发展也有着重要的现实意义。 本论文的第一章列出了研究的相关背景和研究意义，同时也指出的研究的方法。在第二章的理论回顾的部分分别对融资租赁，市场细分，市场定位，STP理论，SWOT分析，五力模型等研究所需的相关理论进行了回顾，而后的第三章以Y公司为例，介绍了它的公司情况，业务特征和所处行业背景并且对Y公司进行了SWOT分析和五力模型分析。接下来的第四章，对基础设施建设行业从市场细分的步骤，有效性和方法进行了阐述。而后在第五章，对目标市场的选择进行了分析，最后达到了定位的目的。在本论文的结尾得出了结论，并且对研究不足进行了补充。
英文摘要：	With the fast development of China economy and the optimization of the industrial structure, financial services industry, as well as other industries, gains significant progress. In the mature west capital markets, financial leasing has become the second largest financial method that is only subsequent to credit finance. The financing method in which the lessor is financed by transferring most of the risks and rewards associated with the ownership of the asset to the lessee has gradually been recognized by domestic market. Chinese companies are trying hard to explore this area which no doubt stimulate the development of the financial leasing business. For instance, up to 8 financial leasing companies have successfully settled down in Binhai District of Tianjin so far. 　　The thesis is also based on the background of Chinese government's increasing investment and policy support on infrastructure construction. The 4 billion National investments drive more local government investment in infrastructure construction, which therefore boost the development of construction businesses. 　　The research is based on the situations mentioned above, and aims to discuss the construction industrial markets segmentation and positioning of financial leasing company. The systematic research of construction industrial markets characters and segmentation, and financial company's positioning in the market is highly practical and instructive for financial leasing enterprises’ marketing practices. At the same time, the research makes an effort to explore how to efficiently integrate capital with businesses, and how to faster accelerate the development of domestic infrastructure construction industry. The 1st chapter lists the relevant background and contribution of the research. The 2nd chapter reviews the literature on financial leasing, market segmentation , market positioning, STP, SWOT Analysis，Five Force Mode and etc.. The 3rd chapter is the case study of Company Y. The research makes a short introduction of the basic information, business features and industry background of Company Y, and then makes SWOT analysis and Michael Porter's Five Forces Model on it. In the 4th chapter, it elaborates the procedure, effectiveness and methods of infrastructure construction industrial markets segmentation. The 5th chapter applies choosing the targeted market, and then realizes the positioning. The next part is the conclusion of the thesis and attempts to complement the deficiencies of the research.
查看全文：	预览  下载(下载需要进行登录)