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论文编号：	9171
作者编号：	2120142603
上传时间：	2017/6/8 11:22:08
中文题目：	HC公司市场营销策略研究及实施
英文题目：	Study on Marketing Strategy and Implementation of HC company
指导老师：	李东进
中文关键字：	消费金融;营销策略;客户体验
英文关键字：	consumer finance;marketing strategy;customer experience
中文摘要：	近年来，随着居民生活水平的不断提高，消费观念也在发生着巨大的变化。消费者越来越注重高端和品质消费。与此同时，随着互联网的发展以及人们对金融意识的不断加强，提前消费、分期消费的理念越来越受到消费者的认可，这也为消费金融行业的产生和发展提供了坚持的基础。在政府不断推出以拉动消费为目的的有利政策刺激下，越来越多的企业进入消费金融行业，希望在飞速发展的消费金融领域分得一杯羹。消费金融广义可理解为与消费相关的所有金融活动，狭义可理解为为满足居民对最终商品和服务消费需求而提供的金融服务。消费金融产品，即以消费为目的的小额无担保信贷产品。在传统消费信贷领域中，主要是以房屋贷款和汽车贷款为主，而消费金融贷款的提供商也主要是以银行为主。但对于那些单价低且使用频率高的耐用消费品、日常购物需求则处于空白。这主要是因为，传统的银行使用抵押担保的风险控制模式和审核流程，其风控成本较高，但对于客单价很低的消费场景，其利润非常微薄，甚至有可能会亏损。近年来，随着互联网技术的普及，特别是移动互联网技术和应用的发展，使得碎片化消费场景应运而生，这大大推动了消费金融信贷新模式的发展。比如移动线上购物的发展，为低客单价/高频次的日常购物消费贷款提供了绝佳的消费信贷场景。消费场景的多元化，为消费金融的发展提供了坚实的基础。依据清华大学中国与世界经济研究中心的报告显示，中国的消费信贷规模不管是交易规模还是在总贷款中的占比，都呈现上涨的趋势。截止到2015年，信贷市场存量已达约24万亿的规模。同时，市场增速也非常的明显，即2015年与2010年相比，交易规模增长约167%，5年间年均增长超过30%。但是，这个市场还远远没有饱和。截止到2015年末，居民消费信贷占全国信贷规模的20%，去除房贷之外，真正的消费信贷仅占不到全国信贷的5%，而国外的成熟消费信贷市场占比一般在30%左右。但是，由于缺乏完善的管理机制和落后的消费金融研发能力，消费金融市场充斥着不规范的恶性竞争，特别是由于消费产品同质化现象严重，各家消费金融企业已经进入价格战的恶性循环。因此，如何在价格战中脱颖而出，营造良性利润增长环境，是现阶段对每个消费金融企业提出的问题。而这一问题的答案，无疑正是如何制定有效的市场营销策略。营销策略是企业是够可以在市场中取得成功，并且保持领先地位的核心因素。通过有效的营销策略，公司可以建立自己的品牌价值，等到更多消费者的认可，从而提高客户忠诚度和推荐度，成为推动业务增长的主要动力。因此，营销策略，特别是对面对终端客户开展业务的企业而言，成功的营销策略就显得尤为的重要。可见，制定有效的营销策略的主要目的是：（1）准确定位目标市场，从而提高销售效率；（2）提升顾客满意度和忠诚度，为企业的良性增长提供动力。本文对市场营销策略的制定部分分别从宏观和微观的角度进行了介绍。依据市场营销策略制定的基本步骤，先开展宏观的行业分析，对企业所处的行业存在的机会和威胁进行阐述，再通过对客户行为分析，对现有客户群有了一定的了解和认知；之后，又根据企业现状分别整理了其存在的优势和劣势，至此，就可以通过SWOT的模型分析总结企业未来的竞争战略。之后，对企业的目标市场进行了详尽的阐述和分析，借此寻找企业的目标市场和其在市场中的定位，为企业未来的市场发展方向指明了道路。然后，结合目标市场和定位策略，通过经典的4Ps营销组合策略为企业未来的营销方向提出了可行性建议。同时，根据企业所处行业的竞争情况，建议企业在进行4Ps营销组合策略之外，最重要的是应加强客户体验管理，通过提高客户满意度和客户忠诚度来提高企业收益，进而脱离价格战的恶性循环。最后，为了使制定的4Ps营销组合策略和客户体验管理策略可以顺利的实施，并取得预期的结果，企业应提供效应的实施计划和实施保障，为企业可以顺利实施营销策略和客户管理策略保驾护航。通过本文的研究得到以下营销策略的建议：（一）从服务内容和服务质量两方面入手，为客户提供差异化的，优质的服务体验，提高服务产品附加值，从而实现企业利益与客户需求满足的平衡（二）将消费金融服务有形化，帮助客户在进行购买决策时有更可靠的依据，从而使HC公司成为客户在选择消费金融企业时的标杆（三）采用多种定价策略相结合，针对不同产品采用差异化的定价方式，达到客户认知与企业利益的平衡（四）对线下进行持续优化进而巩固线下渠道优势，同时为适应中国消费者的消费习惯大力发展线上渠道（五）抓住客户需求进行促销策略制定，更高效的传递“负责人的消费金融提供商”的企业价值，而不是只引导客户专注于产品价格（六）加强客户体验管理，大力改善客户痛点，使客户在每一个接触点都可以接受优秀的，一致的客户体验综上所述，论文通过运用市场营销策略制定的理论和模型，结合企业和其所处行业的特点和现状，对企业的营销策略提出了建议，并且创新性的加入了客户管理策略作为市场营销策略的重要补充，以此为企业在未来的营销策略上提供了思路和指导。
英文摘要：	Nowadays, with continuous rising of citizen living standard, the consumer concept has a significant change. Consumers tend to focus on high quality consuming. Meanwhile, along with internet development and the finance awareness enhancement, the concept of consumption in advance and installment has been accepted by more and more consumers, this background provided the base of consumer finance industry generation and rapid development. And with the motivation of positive policy from government, more and more company entered the consumer finance industry and expect to have a figure in the pie. Consumer finance can be broadly defined as all financial activities related to consumption. Narrow sense can be regarded as the financial services to meet the consumption demand of the residents for the final goods and services. Consumer financial products, that is small consumer unsecured credit products for the purpose. In the field of traditional consumer credit, housing loans and auto loans are the main ones, and the providers of consumer financial loans are mainly banks. But for those with low price and high frequency of durable consumer goods, the daily shopping demand is in the blank. This is mainly because the mode of risk control and audit process of traditional bank use of collateral, the higher cost of the wind control, but for the price is very low consumption scene, very meager profits, there may even be losses. In recent years, with the popularization of Internet technology, especially the development of mobile Internet technology and application, fragmented consumer scene came into being, which greatly promoted the development of new pattern of consumer financial credit. For example, the development of mobile online shopping provides an excellent consumer credit scenario for low unit price / high frequency daily shopping consumer loans. The diversification of consumption scene provides a solid foundation for the development of consumer finance. According to the report of China and the world economic research center of Tsinghua University, the scale of China's consumer credit, whether it is the size of the transaction or the proportion of total loans, has shown an upward trend. By 2015, the credit market had reached about 24 trillion of the stock. At the same time, market growth is also very obvious, that is, in 2015 compared with 2010, the size of the transaction growth of about 167%, 5 years, an average annual growth of more than 30%. But the market is far from saturated. By the end of 2015, consumer credit accounted for 20% of the credit scale, the removal of mortgage, real consumer credit accounted for less than 5% of the national credit, consumer credit market and mature foreign proportion is generally around 30%. However, due to lack of management mechanism and backward development ability, the finance marketing is occupied by vicious competition, consumer finance companies have entered into the vicious cycle of profit creation. The critical problem for these companies is, how to create the sustainable development of profit with health business model. And the only answer is, how to design a efficient marketing strategy. Marketing strategy is the core factor for an enterprise to be successful in the market and maintain a leading position. Through effective marketing strategy, the company can build its own brand value, wait until more consumer recognition, thereby enhancing customer loyalty and recommendation, has become the main driving force for business growth. Therefore, the successful marketing strategy is especially important for the enterprises which are engaged in the business of the terminal customers, especially those facing the terminal customers. Therefore, the main purpose is to develop effective marketing strategies: (1) accurate positioning of the target market, to improve sales efficiency; (2) to enhance customer satisfaction and loyalty, to provide power for the healthy growth of enterprises. In this paper, making of the marketing strategy are introduced respectively from the macro and micro perspective. According to the basic steps to develop marketing strategies, to carry out macro industry analysis, the statement of the opportunities and threats of the industry of the company; through the analysis of customer behavior, it has a certain understanding and cognition of the existing customer base; then, according to the current status of the enterprise, respectively summarized the advantages and disadvantages of it; thus, we can use the SWOT model to analyze the competitive strategy of the enterprises in the future. After the summary, the detailed discussion and analysis of the target market, to search for target market and the market location, this guides the road of the market development direction of the enterprises in the future. Then, combined with the target market and positioning strategy, through the classic 4Ps marketing strategy put forward feasible suggestions for the future direction of enterprise marketing. At the same time, according to the competition situation of the industry of the company, besides the 4Ps marketing combination strategy it recommends that it is the most important to strengthen the customer experience management, to increase the income of the enterprise by improving the customer satisfaction and customer loyalty, and then to break away the the vicious spiral of price war. Finally, in order to make the 4Ps marketing combination strategy and customer experience management strategy can be implemented smoothly and achieved the expected results; the enterprise should provide the implementation plan and the implementation guarantee of the effect, so as to ensure the smooth implementation of the marketing strategy and customer management strategy. Through the research of this paper, the following marketing strategy is proposed: (1) from the two aspects of service content and service quality, to provide customers with differentiated, high-quality service experience, improve value-added services, so as to achieve the balance of enterprise interests and customer needs (2) to make consumer financial services tangible and help customers to have more reliable basis for purchasing decisions, so that HC will become a benchmark for customers in choosing consumer financial enterprises (3) adopt a variety of pricing strategies, and adopt different pricing methods for different products, so as to achieve the balance between customer cognition and enterprise interests (4) continue to optimize the line, and then strengthen the advantages of offline channels, while to adapt to the consumer habits of Chinese consumers, and vigorously develop online channels (5) capture customer needs, develop promotion strategies, and deliver more effectively the corporate value of the "responsible consumer finance provider", rather than only guiding customers to focus on product prices (6) strengthen customer experience management, and vigorously improve customer pain point, so that customers at each point of contact can receive excellent, consistent customer experience In summary, this paper tries to use the theories and models of marketing strategy, to combine with the enterprise and the industry characteristics and the current situation , gives the suggestions on the marketing strategy of the enterprise and innovative join customer management strategy as an important supplement to the marketing strategy, in order to provide enterprises with the ideas and guidance in the future marketing strategy.
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