A Study On Marketing Strategy Of PA Financial Leasing Company

Financial leasing is an emerging financial service method which can effectively promote production and improve efficiency of resource allocation.It is regarded as a sunrise industry in western countries and attracts higher concern.Financial leasing industry has a rapid development in China in recent years.The industry players and assets have taken shape.From the perspective of market penetration,there is a large gap between China and developed countries,and China has a relatively broad space for future development.In the past two years,the industry's regulatory environment has major adjustments.As an independent third-party financial leasing company,PA Financial Leasing Company needs to consider deeply about market positioning,product and service designing,marketing channel development and other issues,in order to strengthen its marketing capabilities to stay ahead in the fierce market competition,while ensuring continuous growth momentum.This article analyzes the marketing environment of PA Financial Leasing Company firstly.The analysis of the macro environment generally presents a positive trend at present;then the Porter Five Forces model is used to analyze the industry environment.It is concluded that the competition pressure from suppliers and existing competitors is relatively large;the micro-marketing environment conducts in-depth research on both corporate resources and corporate capabilities.Then it summarizes and refines the advantages and disadvantages of the aforementioned environmental analysis,which draws a brief conclusion.Based on the analysis results of the macro,meso,and micro marketing environment,the 4P theory is used to analyze the current status of the marketing strategy of the PA Financial Leasing Company from the four aspects of product,price,channel,and promotion.After summarizing the problems in these four aspects,it analyzes the concrete reasons from the subjective and objective aspects.Based on the analyzed conclusions of the marketing strategy status,problems,and reasons of PA Financial Leasing Company,it puts forward suggestions for improvement: product structure optimization,price competitiveness enhancement,multi-channel customer acquisition,and promotional methods enrichment,to further improving the effectiveness of marketing strategies.Finally,in order to ensure the implementation of marketing actions,three guarantee measures are proposed: strengthening market response,ensuring middle and back office functions,and improving marketing capabilities.Through a series of analysis and research,the status quo problems and reasons of the marketing strategy of PA Financial Leasing Company are obtained,which has certain reference significance.This article draws conclusions through research.The financial leasing business is mainly based on leaseback,and the industry is developing seriously in homogeneity.It should gradually return to the origin of financial leasing and prepare for transformation in advance.The successful development of PA Financial Leasing Company stems from the formation of a unique market Strategy,but still needs to constantly adjust and optimize marketing strategies to cope with the rapidly changing competitive situation.Through this research,the secrets of the success of PA Financial Leasing Company is decoded to a certain extent.It provides suggestions for improving marketing strategies,and optimizing safeguards strategies.It hopes to verify the research conclusions through continuous development and practice in the future.