随着市场经济的深入发展，各行各业对金融租赁的需求日益旺盛，金融租赁企业 在不断增多，金融租赁行业的竞争也日益激烈。由于金融租赁行业在我国起步较晚， 市场渗透率还有很大的提升空间。当前国家的政策和监管态势利好，如何制定并实施 良好的战略，需要金融租赁企业深思熟虑。A 金融租赁公司成立时间较早，2018 年成 功上市，上市后的风险和机遇都在扩大，A 金融租赁公司需要对公司的发展战略有更 全面和深刻的认识，才能更加稳健的发展。 本文通过文献研究法、案例分析法、战略分析法对企业战略优化进行研究，本文 的研究以 A 金融租赁公司为基本案例。A 金融租赁公司当前战略集中在低成本和专业 领域优势，但这两种战略随着行业竞争的加剧，其优势会逐渐弱化，A 金融租赁公司 当前业绩优秀，行业地位稳定，发展机遇较好，可以选择更具有竞争力的战略，通过 进行 SWOT 分析，结合公司的业绩情况和行业机遇，建议选择优势和机遇组合，走差 异化道路，将优势发挥到最大，牢牢把握住发展机遇。在保障措施方面要注意明确业 务发展的方向，突出风险管控措施，形成科学的选人用人机制，加强公司的品牌效应， 尝试商业创新，如创新业务模式、创新营销模式、创新合作模式。 本文的研究虽然是以 A 金融租赁公司为核心展开的，但与其他金融租赁公司不同 的是，A 金融租赁公司的业务板块集中在教育、医疗、农机，这些都是在金融租赁公 司重点行业以外谋发展，其发展战略的研究对于金融租赁公司开发新的市场，稳固行 业地位有着比较突出的意义。 关键词：金融租赁；差异化战略；SWOT 分析I ABSTRACT With the in-depth development of the market economy, the demand for financial leasing from all walks of life is increasing, financial leasing companies are increasing, and competition in the financial leasing industry is becoming increasingly fierce. As the financial leasing industry started late in China, there is still much room for improvement in market penetration. The current national policy and regulatory situation is favorable. How to formulate and implement a good strategy requires financial leasing companies to think carefully. A financial leasing company was established earlier and successfully listed in 2018. The risks and opportunities after the listing have expanded. A financial leasing company needs a more comprehensive and deep understanding of the company's development strategy in order to develop more steadily. This paper studies the optimization of enterprise strategy through literature research method, case analysis method and strategic analysis method, and this paper takes A financial leasing company as the basic case. A financial leasing company's current strategy focuses on low-cost and professional advantages, but these two strategies with the intensification of industry competition, its advantages will gradually weaken, A financial leasing company's current performance is excellent, the industry status is stable, better development opportunities, can choose a more competitive strategy, through SWOT analysis, Combined with the company's performance and industry opportunities, it is recommended to choose a combination of advantages and opportunities, take the path of differentiation, the advantages to the maximum, firmly grasp the development opportunities. In terms of safeguard measures, we should pay attention to clarify the direction of business development, highlight risk control measures, form a scientific selection mechanism, strengthen the company's brand effect, and try commercial innovation, such as innovative business model, innovative marketing model, innovative cooperation model. Although the research of this paper is based on A financial leasing company as the core, unlike other financial leasing companies, A financial leasing company's business sector is concentrated in education, medical care, agricultural machinery, these are in the financial leasing company outside the key industries to seek development, the development strategy of the research for financial leasing companies to develop new markets, A solid position in the industry is of more prominent significance.II KEYWORDS: financial leasing; Differentiation Strategy; SWOT Analysis目 录 第一章 绪论··································································································1 第一节 选题背景 ············································································································ 1 第二节 研究意义 ············································································································ 2 第三节 研究现状 ············································································································ 2 第四节 研究内容与方法 ································································································ 3 一、研究内容················································································································ 3 二、研究方法················································································································ 3 第五节 创新与不足 ········································································································ 4 一、本文的创新点········································································································ 4 二、本文的不足之处···································································································· 5 第二章 核心概念与理论基础······································································6 第一节 核心概念 ············································································································ 6 一、金融租赁················································································································ 6 二、企业战略················································································································ 6 第二节 理论基础 ············································································································ 7 一、战略理论学派········································································································ 7 二、战略选择理论········································································································ 7 第三章 A 金融租赁公司概况与现行战略分析···········································8 第一节 A 金融租赁公司发展概况················································································· 8 第二节 A 金融租赁公司业务现状················································································· 8 第三节 A 金融租赁公司现行战略分析·······································································11 一、公司的现行战略··································································································11 二、公司现行战略存在的问题··················································································12 三、公司现行战略的问题分析··················································································13 第四章 A 金融租赁公司的 SWOT 分析及战略选择 ········ 14 第一节 A 金融租赁公司的 SWOT 分析 ·······································································14一、A 金融租赁公司的竞争优势···············································································14 二、A 金融租赁公司的竞争劣势···············································································18 三、A 金融租赁公司发展的机遇···············································································19 四、A 金融租赁公司面临的威胁···············································································25 第二节 A 金融租赁公司的战略选择思路··································································· 27 一、优势-机遇（SO）战略组合 ················································································ 27 二、优势-威胁（ST）战略组合·················································································28 三、劣势-机遇（WO）战略组合···············································································28 四、劣势-威胁（WT）战略组合 ···············································································28 五、战略选择思路的确定··························································································28 第三节 A 金融租赁公司战略选择的路径···································································29 一、A 金融租赁公司战略选择的路径·······································································29 二、差异化战略的可行性分析··················································································30 第五章 A 金融租赁公司差异化战略的实施措施 ········· 31 第一节 明确业务发展的方向 ······················································································31 第二节 突出风险管控措施 ··························································································31 一、建立专业的风险管理组织··················································································31 二、明确具体风险管理内容······················································································32 第三节 形成科学的选人用人机制 ··············································································34 一、人才引进与队伍建设··························································································34 二、人才考核与激励··································································································35 第四节 加强公司的品牌效应 ······················································································35 一、宣传自身优势和业务特色··················································································35 二、发挥股东资源进行品牌宣传··············································································36 三、通过质量实现品质宣传······················································································36 第五节 尝试商业创新 ··································································································36 一、创新业务模式······································································································36 二、创新营销模式······································································································ 37 三、创新合作模式······································································································38 结 论 ··························· 40