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MBA毕业论文_融资租赁公司汽车售后回租业务营销策略研究PDF

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I 摘要 依托万亿级汽车产业,受益于新生代消费主体的崛起和消费观念的演变,及金融 科技在风险甄别和控制体系的推陈出新,汽车金融及类金融业近几年蓬勃发展。融资 租赁的售后回租业务是目前世界上多个国家常用的销售手段。美国是世界上第一个开 始实行融资租赁国家,日本是亚洲第一个实行融资租赁的国家。19世纪50年代,世 界上第一家融资租赁公司在美国成立,随后带动了欧洲经济的飞速发展,到20世纪, 融资租赁已经成为金融市场上的一个主要的金融创新工具。上世纪80年代,融资租 赁开始在中国发展,2016年我国汽车行业的融资租赁渗透率达到5.23%,未来仍有非 常广阔的增长空间。在看好该行业的发展趋势的背景下,2016年F融资租赁公司成 立,主营个人新手、二手车融资租赁业务,有直接租赁和售后回租等不同的融资租赁 方式,公司的愿景是未来做汽车金融行业的领军者。在此背景下,针对F公司的售后 回租业务,如何制定更符合市场的营销策略,对于F公司扩大市场占有率和利润来源 都具有非常重要的意义。 本文通过梳理已有的融资租赁和汽车金融的国内外文献,分析了对汽车融资租赁 售后回租市场的影响因素,并根据国内汽车融资租赁公司售后回租展业过程中的问 题,使用SWOT分析法分析了F融资租赁公司业务开展中面临的宏观和微观营销环 境,得出了F公司的优势、劣势、机会、威胁:优势有客户资源、销售团队能力强等; 劣势有执行力差、流程设计不好、新员工培训上的劣势;机会在市场前景好、国家支 持力度大、消费者接受程度高;威胁主要体现在市场参与主体一哄而上造成的竞争异 常激烈。根据F公司的经营现状和营销问题对F融资租赁公司进行了目标市场细分、 选择和定位,之后提出了公司在产品、价格、渠道、促销、人员、有形展示、过程策 略等七个方面的营销策略,建议F公司进入重点轻卡业务细分市场,设计灵活的还款 产品和需求定价策略吸引购买轻卡的客户,渠道方面重点培养忠诚度高的大代理商, 部分空白城市尝试直营手段,促销活动结合“新零售”开展,人员策略不仅仅关注公司 的员工也要关注接触客户车商的员工,在汽车销售市场建立形象店面等展示措施的同 时建立标准销售流程并加以监督,此外从实施完善组织保障,加强部门之间的协作; 人力资源方面关注人员培训和建立合理的薪酬体系;财务保障手段上拓宽融资渠道等 三个方面的保障措施,使其从诸多同类市场参与主体中脱颖而出,使其健康发展。同 F融资租赁公司汽车售后回租营销策略研究 II 时也能探索出一些解决问题的新模式和新手段,并为我国其他市场参与主体和汽车营 销工作起到一定的借鉴作用。 关键词:融资租赁公司;汽车售后回租;营销策略 Abstract III Abstract Relying on the trillion-grade automobile industry, automobile finance and other financial industries have been booming in recent years, benefiting from the rise of the new generation of consumers and the evolution of consumer concepts, as well as the innovation of financial technology in the risk screening and control system. The sale leaseback business of financial leasing is commonly used in many countries in the world. The United States is the first country to implement financial leasing in the world, and Japan is the first country to implement financial leasing in Asia. In the 1950s, the world's first financial leasing company was established in the United States, and then led to the rapid development of the European economy. By the 20th century, financial leasing has become a major financial innovation tool in the financial market. In the 1980s, financial leasing began to develop in China. In 2016, the penetration rate of financial leasing in China's automobile industry reached 5.23%. There is still a very broad room for growth in the future. Looking forward to the development trend of this industry, F Finance Leasing Company was established in 2016, mainly engaged in personal novice, used car financing leasing business, direct leasing and after-sales rental and other different ways of financing leasing, the company's vision is to be the future leader in the automobile finance industry. In this context, for F company's after-sales rent-back business, how to formulate a more market-oriented marketing strategy for F company to expand market share and profit sources are of great significance. This paper analyzes the influencing factors of the automobile financing lease after-sale rent-back market by sorting out the existing domestic and foreign literatures on financing lease and automobile finance. According to the problems in the process of developing automobile financing lease after-sale rent-back in China, SWOT analysis method is used to analyze the macro-level and macro-level of F financing lease company. The advantages, disadvantages, opportunities and threats of F Company are concluded from the micro-marketing environment: the advantages are customer resources, strong sales team capabilities, etc; the disadvantages are poor execution, poor process design, and new staff training; the opportunities are good in the market prospects, strong national support and high degree of consumer acceptance; the disadvantages are mainly reflected in the market prospects; The competition caused by market participants rushing headlong into the competition is fierce. According to the operation status and marketing problems of F Company, this paper subdivides, selects and F融资租赁公司汽车售后回租营销策略研究 IV orientates the target market of F Finance Leasing Company, and then puts forward seven marketing strategies of F Company in terms of product, price, channel, promotion, personnel, tangible display and process strategy, and suggests that F Company should adopt centralized marketing strategy to enter the key point. Light truck market segmentation, flexible design of repayment products and demand pricing strategies to attract customers to buy light trucks, channel focus on cultivating loyal large agents, part of the blank city to try direct means, promotional activities combined with "new retail" to carry out, personnel strategy not only concerned about the company's employees but also concerned about contacts Employees of household auto dealers should set up standard sales process and supervise it while setting up image stores in auto sales market. In addition, they should improve organizational guarantee and strengthen writing among departments; pay attention to personnel training and establish a reasonable salary system in human resources; broaden financing channels in financial guarantee means. Dao and other three aspects of safeguard measures, so that it from many similar market participants stand out, so that its healthy development. At the same time, it can also explore some new models and new means to solve the problem, and play a certain reference role for other market participants and automobile marketing work in China. Keywords:The Financial Leasing Company;vehicle sale and leaseback;Marketing Strategy 目 录 V 目 录 第1章 绪论 ............................ 1 1.1 研究背景 .................... 1 1.2 研究意义 .................... 3 1.3 国内外研究综述 ........ 3 1.3.1 租赁融资理论研究 ............. 4 1.3.2 售后回租业务营销策略研究 ............................ 5 1.3.3 述评 ..... 5 1.4 研究方法和技术路线 6 1.4.1 研究方法............................. 6 1.4.2 研究技术路线 ..................... 6 1.5 研究的主要内容及创新点 ....................... 7 1.5.1 研究的主要内容 ................. 7 1.5.2 研究的创新点 ..................... 8 第2章 相关理论基础 ............ 9 2.1 融资租赁及售后回租理论概述 ............... 9 2.1.1 融资租赁及售后回租概念 . 9 2.1.2 售后回租的主要作用 ......... 9 2.1.3 汽车售后回租的主要特点 .............................. 10 2.2 STP理论 ................... 10 2.3 7PS营销策略理论 .... 11 2.4 SWOT分析法 ........... 12 2.5 小结 .......................... 12 第3章 F公司汽车售后回租业务现状与营销问题 ......................... 14 3.1 F公司概况 ................ 14 F融资租赁公司汽车售后回租营销策略研究 VI 3.2 F公司的汽车售后回租业务现状 ........... 14 3.2.1 公司组织架构和人力配置 .................. 14 3.2.2 F公司的汽车售后回租业务经营情况 16 3.3 F公司汽车售后回租业务营销存在的问题 .......................... 18 3.3.1 营销战略不明晰 ............... 18 3.3.2 市场定位不明确 ............... 18 3.3.3 渠道参差不齐 ................... 19 3.3.4 产品单一........................... 19 3.3.5 促销手段落后 ................... 19 3.4 小结 .......................... 20 第4章 F公司汽车售后回租业务营