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论文编号：	7730
作者编号：	2120132579
上传时间：	2015/12/4 8:46:29
中文题目：	PA融资租赁公司营销策略及其实施研究
英文题目：	Research of PA Financial Leasing Company’s Marketing Strategy and Implementation
指导老师：	李桂华
中文关键字：	PA公司；融资租赁；营销策略；
英文关键字：	PA company;Financial leasing; Marketing strategy;
中文摘要：	融资租赁是一种以融物形式实现融资目的交易结构，由于其与实体经济的紧密联系性，其发展得到中央政策的大力支持，成为引导资金流入实体企业的重要途径。PA公司2012年涉足融资租赁行业，业务集中在基础设施建设行业，在三年时间内走过了标杆企业十年的发展历程，其在业务开拓、产品研发以及创新方面取得的成绩值得借鉴。 PA公司所涉及的基础设施建设行业（文中简称基建行业）是万业之基，关系着人们日常生活的方方面面，同时这也是一个资金、技术和人力综合密集型的行业，需要工程建设企业投入大量的资金以满足日益激烈的市场竞争。由于该行业特殊的资金流动特点，决定了以银行为代表的传统融资方式难以完全匹配行业需求，这就为融资租赁公司在基建行业的发展提供了契机。本文通过运用关系营销理论、波特五力模型、SWOT分析法、STP、4P以及4R等相关理论，综合分析了PA公司整体营销环境、PA公司营销现状，并在最后对相关营销策略的选择与实施进行了阐述，对业内同行有一定的借鉴意义。论文共分七章，第一章主要讲述研究背景、意义、相关思路及方法；第二章主要介绍相关营销理论，尤其是关系营销和大客户营销理论；第三章从宏观环境、行业环境及企业SWOT分析三个方面，对整体的营销环境进行了较为系统的分析；第四章主要是通过对市场细分、目标市场选择与定位三个小节，逐步梳理出PA公司的市场选择与定位情况；第五章主要提出在4P组合、4R组合以及大客户关系拓展的模型上，提出PA公司的具体营销策略；第六章为主要内容为营销策略的实施和保障，通过总结之前章节对PA公司现状的综合分析，提出从理念、组织、资源、产品、服务等一系列营销管理提升举措。第七章为结论板块，结合理论和PA公司案例，提出相关参考价值。
英文摘要：	Financial Leasing is a kind of financial transaction structure to achieve the purpose of financing. Because it is close with the real economy, its development has been supported by the central policy, and also has become an important way to guide the funds into corporate entities. PA financial leasing company got involved in construction industry in 2012, and developed very fast in the three years. Its achievements in business development, product development and innovation achievements are worth learning. Construction industry is the base of million industry, and it is also a industry which is integrated intensively by financial, technical and human resource. The construction companies in this area need to invest a lot of fund to face the market competition. Because of the industry-specific liquidity characteristics, the traditional bank financing is difficult to fully match the needs of the construction industry, but it is an opportunity for the financial leasing companies to develop business in this area. Through using relationship marketing theory, Porter's five forces model, SWOT analysis, STP strategy,4P,4R and other related theories, this paper analyses the overall marketing environment, the marketing situation of PA company, and the selection of marketing strategy. The paper is divided into seven chapters, in the first chapter, it focuses on the research background, significance, relevant ideas and methods; Chapter 2 introduces the related marketing theory, especially the relationship marketing and Key Account marketing theories; The third chapter analyses the overall marketing environment by the PEST method , Porter's five forces model and SWOT analysis; The fourth chapter is mainly about market segmentation, target market selection and positioning of PA company; The fifth chapter proposed PA company's marketing strategies through 4P, 4R and KA relationship model; The sixth chapter is mainly about implementation of these marketing strategies，such as philosophy, organization, resources, goods, services and so on. The seventh chapter is the last section, it makes a conclusion through the case of PA Company and the theories .
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