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本文对A公司文化传媒融资租赁业务的营销策略展开研宄,在五力模型、STP
模型、4P理论等相关营销理论的指导下,完成了对A公司营销现状、营销环境、
营销战略的研宄,找出了其中存在问题,提出相应的改进措施,得出一套完整的
融资租赁产品在文化传媒领域的营销组合策略,并提出营销组合策略有效实施的
保障措施,以进一步巩固A公司的竞争优势和市场地位
本文的研宄过程:通过对宏观环境和市场竞争的分析研宄,发现了存在的主
要问题,为后续制定营销策略奠定了基础;通过对文化传媒领域细分市场的分析
研究,制定了匹配细分目标市场的营销战略,得出了融资租赁产品在文化传媒领
域客观理性的市场定位,进而制定出营销组合策略及保障措施
本文制定的营销组合策略:在产品策略方面,针对文化传媒企业轻资产的特
点,应积极探索推广无形资产租赁产品,同时,有形动产租赁也需优化产品结构,
匹配文化传媒的应用场景;在价格策略方面,应按照细分市场和企业规模实力制
定精细化的价格标准,根据客户对各要素的敏感程度灵活设计方案;在渠道策略
方面,调整营销阵型,拓宽政府主管部门、行业协会、产业园区、金融同业机构
等渠道,优化完善渠道体系,在促销策略方面,除降价促销外,应深入挖掘参与
I
山东大学硕士学位论文
主体的实际需求,通过产品的灵活设计调动参与各方积极性
本文提出的营销组合策略有效实施保障措施:采取分层分类的客户管理办法,
注重客户关系维护并提升服务质量;有效整合资源为客户提供金融服务之外的增
值服务;从行业和客户两个维度管控风险,开通绿色通道、预制标准合同,实现
内部流程的优化;调整新员工的培养周期,采取更有效的激励机制和留用措施,
打造稳定、合理的营销梯队阵型
关键词:融资租赁、无形资产租赁、营销策略、文化传媒
II 山东大学硕士学位论文
Abstract
The financing lease business is still in the primary stage in our country, the market
penetration is far lower than developed countries, along with the rapid growth of
Chinese economy in recent years, the financial leasing industry has got rapid
development,the number of domestic leasing companies has reached more than 6000,
the scale of business has got rapid growth,financial leasing has become one of the
important means of financing. In the medical, educational, construction, industrial
equipment and other fields, the application has been relatively mature, and the
application in the field of cultural media is still in the exploratory stage. As a pioneer
and leading industiy, the A company had entered the field of cultxire and media since
2008, in line with the development of cultural industry powers responsibility and
mission, through continued exploration and research, in radio and television, newspaper,
theater, film and television production and other fields, the A company has launched a
massive marketing, and achieved certain first mover advantage. With more asset light
characteristics industry culture media, in the choice of target market, product
positioning and other aspects need to develop to match the marketing strategy, at the
same time, with the number of financial leasing companies have entered the field of
culture media,the more fierce market competition,how to maintain a competitive
advantage in the field of cultu
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