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论文编号：	6141
作者编号：	2220100985
上传时间：	2014/6/2 12:12:11
中文题目：	兴业金融租赁公司营销战略研究
英文题目：	Study on Marketing Strategy of Industrial Bank Finacial Leasing Co. Ltd.
指导老师：	张永强
中文关键字：	金融租赁;金融营销;营销战略
英文关键字：	Financial Lease;Finance Marketing;Marketing Strategy
中文摘要：	兴业金融租赁公司于2010年在天津成立，是一家专门从事融资租赁业务和经营租赁业务的专业化金融租赁公司。金融租赁是兴业银行企业金融板块的重要组成部分，对于优化全行资产负债结构，丰富兴业银行金融服务产品线，增加融资服务方式，整合银行业务与租赁业务提高营销服务整体，促进中间业务和非息收入的增长，加快推进兴业“业务发展模式与赢利模式”的两个战略转变具有重要意义。 本文以战略管理、金融营销与金融租赁相关理论为指导，以兴业金融租赁公司的整体营销战略为研究对象，系统分析了公司发展的内外部环境，并在对兴业金融租赁公司的软硬件设施情况及金融租赁市场需求进行充分调研的基础上，从业务专业化与渠道多元化两个方面明确了兴业金融租赁公司的营销战略，然后从资金筹措、风险管理、人力资源与人才队伍建设等方面提出了战略实施的具体措施。 本论文的创新点在于，从理论与实际相结合的角度提出了兴业金融租赁公司的战略选择，并进一步指出了战略实施的操作化建议。希望该项研究对提高兴业金融租赁公司营销决策的科学性，改善兴业银行信贷资产结构，满足兴业核心客户的融资需求，提升客户的忠诚度与贡献度；释放信贷规模用于发展新业务、新客户，更好地抢占客户资源、服务客户，有效扩大兴业银行的基本客户群体提供有价值的探索。 本文全文共分六章：第一章是绪论部分，内容包括选题背景与选题意义，研究思路、方法与研究内容，以及国内外研究现状等三节内容；第二章是相关理论基础，内容涉及战略管理理论、金融营销理论，以及金融租赁相关理论三部分内容；第三章是兴业金融租赁公司的内外部环境分析；第四章是营销战略选择；第五章是战略实施与保障；第六章是本文的结论部分。
英文摘要：	Industrial Bank Finacial Leasing Co. Ltd established in tianjin in 2010, it is one specialized is engaged in the financing lease and operating lease business specialized financial leasing companies.Financial leasing is an important part of the financial sector's societe generale enterprise, to optimize the structure of selling assets and liabilities, societe generale rich product line of financial services, increase the financing way, integration of the banking business and leasing business to improve the overall marketing services, and promote the growth of intermediary business and non-interest income, accelerate the societe generale "business development pattern and profit pattern" two strategic shift is of great significance. Based on the strategic management, finance, marketing and financial leasing related theory as the instruction, with Industrial Bank Finacial Leasing Co. Ltd overall marketing strategy as the research object, the system analyzes the internal and external environment for the development of the company, and in Industrial Bank Finacial Leasing Co. Ltd and financial leasing market demand for software and hardware facilities, on the basis of sufficient investigation and research, from two aspects of business and professional channels has been clear about the Industrial Bank Finacial Leasing Co. Ltd marketing strategy, and then from financing, risk management, human resources and talent team construction strategy implementation of specific measures are put forward. Innovation point of this paper is that from the Angle of integrating theory with practice, puts forward the strategic choice for Industrial Bank Finacial Leasing Co. Ltd, and further points out the operationalization of strategy implementation Suggestions.Hope the study to improve the Industrial Bank Finacial Leasing Co. Ltd marketing decisions more scientific, to improve the bank credit assets structure, meet the financing needs of industrial core customers, increase customer loyalty and contribution;Release the credit scale is used to develop new business, new customers, take customer resources, service customer better, effectively expand the basic customer group of societe generale provide valuable exploration. In this paper, the full text is divided into six chapters: the first chapter is the introduction part, the content including the selected topic background and significance of topics, research idea, method and research content, research status at home and abroad such as three content;The second chapter is the relevant theoretical basis, content involves strategic management theory, financial marketing theory, and financial leasing related theory of three parts; The third chapter is the financial leasing company internal and external environmental analysis;The fourth chapter is marketing strategy choice;The fifth chapter is strategy implementation and guarantee;The sixth chapter is the conclusion part of this article.
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