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论文编号：	4575
作者编号：	2220081085
上传时间：	2012/9/18 14:58:23
中文题目：	营销管理在华通集团资本运营中的应用研究
英文题目：	The Applied Research of the Marketing Managementin the Capital Operation of Huatong Group
指导老师：	白长虹
中文关键字：	关键词：营销管理；资本运营；客户价值；应用研究
英文关键字：	Key words: Marketing Management; Capital Operation; Customer Value; Applied Research
中文摘要：	本文从市场营销学的基本理论角度，有机结合了资本运营的特点，挖掘出了一个国有投资公司的产品线。通过案例分析，生动地揭示了市场营销在资本运营方面的应用。凡是公司一定都有它的产品，都需要用市场营销理论来指导产品营销，进而是公司营销。本文紧紧扣住营销学以实现客户价值为核心的先进理念，认真分析论述当前投资市场形势，华通集团以关注客户价值为核心，专注于更好地创造、传播和传递客户价值，管理客户关系，专注于把自己的事情做好,推出了过渡性股权投资和风险投资为主打产品，融资租赁、融资担保和合同能源管理为补充产品的产品组合，不断丰富华通集团自身的产品线.同时，为体现与华通集团的合作会为客户带来潜在的价值，还为客户勾画出了价值曲线，大大增强了市场竞争力。其中两大创新产品，一个过渡性股权投资解决了创业者即需要资金又怕失去控制权的问题；一个合同能源管理解决了创业者的产品市场开拓的问题。华通集团针对不同的客户设计了不同的产品组合，使客户深切地感受到华通集团一个国有企业的社会责任，感受到通过与华通集团合作，才能最大限度地实现自身价值。本文还比较详细地说明了在资本运营方面应用营销理论推动产业结构调整的路径，同时解释了一个国有投资公司为什么要在战略性新兴产业先行先试，为后续社会投资者创造更多的投资机会。
英文摘要：	In terms of the basic theory of the marketing and the features of the capital operation, this paper aims to outline and analyze the product line of an investment company. Through the analysis of case study, the author vividly demonstrates the application of marketing on the capital operation. Every company with its own product line-up should be guided by the marketing theory to carry out the product marketing, even the company marketing. Closely linked with the advanced marketing concept that achieve the value of customers as the core, this paper carefully analyzes and discusses the current situation of the investment market. Huatong Group pays close attention to the value of customers as the core, focuses on bette creating, disseminating and delivering the value of customers, manages the customers relationship, and first of all, gets its own job done. Huatong Group constantly enriches its own product line and releases its portfolio of products: Transitional Equity Investment and Risk Investment as main products, Financial Leasing, Financing Guarantee and Contract Energy Management as supplements. Meanwhile, to enhance the market competitiveness. Huatong Group outlines the value curves which embodied the potential value from the cooperation for its customers. As the results of the two innovative products, the Transitional Equity Investment eliminate the entrepreneurs' concerns of losing control over the money issue; the Contract Energy Management solve the entrepreneurs' product market development issues. For different costumers, Huatong Group released eligible portfolio of products which make customers appreciate the social responsibility of Huatong Group as a state-owned company, and realize, they would maximize their value only through the cooperation with Huatong Group. This paper also details the path of marketing theory to promote the industrial structure adjustment in the field of capital operation. At the same time, the paper explains the reasons of a state-owned investment company to be the first try in emerging strategic industries, in order to create more investment opportunities for the follow-ups.
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