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MBA硕士毕业论文_担保公司营销策略研究优化PDF

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更新时间:2022/4/8(发布于广东)

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文本描述
我国担保行业起步较晚,近几年陆续出台了关于支持担保行业发展的相关政 策,中小企业信用担保体系得到了不断完善。但从实践情况上看,还存在着许多 不足:担保公司盈利情况较差、在银行的授信额度较低、市场营销能力较弱等, 仍是当前存在的主要问题。 我国社会信用体系建设仍然存在不够完善的问题,信用度不高、管理水平较 低、内部制度不够完善等问题都是中小企业普遍存在着的问题。相应地,担保公 司作为中小企业的服务商,需要面对如何寻找好的担保标的,如何更好的在营销 活动中识别项目风险,都是担保公司在营销端需要面对的问题。 目前担保公司的营销管理水平还较为落后,一般重点在于挖掘和维护与银行 人员的合作关系,业务合作对手相对单一、依赖度高。特别是近年银行资金收紧, 提高了与担保公司的合作准入门槛和要求,许多担保公司一时陷入无法开展作业 的困境。 传统金融行业,如银行、保险、券商等发展时间长,管理制度相对规范,营 销管理有着完善的管理制度;同时国内外学者、专家对此都有着较为深入地研究 和分析,传统金融机构有着较好的理论指导基矗 我国的担保行业仍处于发展中阶段,从国家政策、业务模式到社会认知都处 于相对模糊的时期,关于担保公司的营销理论研究更是屈指可数。故本文在介绍 分析STP、4P、服务营销、4C等营销理论后,结合国内外的市场营销理论研究成 果、A担保公司的营销现状,通过数据、PEST理论等方式对其进行分析,以4C 理论相关理论基础,找出其中存在的营销问题,给予善营销策略评价与具体建议 及实施的保障措施。 研究创新之处在于:通过调查问卷、数据量化分析等手段,结合相关营销理 论,对A担保公司的营销现状分析进行,并结合4C理论找出公司营销活动中存 在的问题,结合A公司的实际经营情况,对现有营销策略进行评价,并提出完善 意见和保证措施。 本文的不足之就在于,因实际操作和文本资料的不足,加上工作之余研究的 时间不充足,许多问题研究得不够深入。 关键词:担保、市场营销、营销策略、策略优化 2 Abstract Guarantee industry started relatively late in China. In recent years, the state policy has given strong support and continuously improved the credit guarantee system for SMEs.However, the main problems are the poor profitability of the guarantee company, the low credit quota in the bank and the weak marketing ability. There are still some problems in the construction of social credit system in our country, such as low credit, low management level and imperfect internal system.Accordingly, as the service provider of small and medium-sized enterprises, guarantee companies need to face the specific sales pressure, how to find a good guarantee target, how to better identify project risks in marketing activities, are the problems that guarantee companies need to face in the marketing side. At present, the marketing management level of guarantee companies is still relatively backward. The general emphasis is to excavate and maintain the cooperative relationship with bankers. The business partners are relatively single and highly dependent.Especially in recent years, the tightening of bank funds has raised the threshold and requirements for cooperation with guarantee companies, and many guarantee companies have temporarily fallen into the predicament of unable to carry out operations. Traditional financial industry, such as banks, insurance, securities firms and other long-term development, management system is relatively standardized, marketing management has a sound management system; at the same time, domestic and foreign scholars, experts have a more in-depth study and analysis of this, traditional financial institutions have a better theoretical basis for guidance. But the guarantee industry in China is still in the developing stage, from national policy, business model to social cognition are in a relatively vague period, not to mention the marketing theory of guarantee companies.By introducing STP theory, 4P theory, service marketing theory, 4C theory and other marketing theories, and combining domestic and foreign marketing theory research results, A guarantee company's marketing status quo, through data, PEST theory and other ways to analyze, find out the existing marketing problems.Then according to the 4C theory put forward to improve the marketing strategy of the relevant opinions, and put forward specific marketing strategy implementation safeguards. The innovation of the research lies in: analyzing the marketing status of A 3 guarantee company by means of PEST and quantitative analysis of data, finding out the problems existing in the marketing activities of A guarantee company by combining with 4C theory, and putting forward the marketing strategy and corresponding safeguard measures to suit the marketing environment of A charge company. The inadequacy of this paper lies in the fact that due to the insufficiency of practical operation and textual data, coupled with inadequate research time after work, many problems are not thorough enough..