| At present,with the rapid progress of market economy and the comprehensive application of Internet technology,financial leasing,as a key way of financing in the new times,is favored by many industries.The way to collect profits from financial leasing is simple,its operation method with the lease as the carrier is extremely convenient,and the innovative transaction mode has been unanimously recognized by all enterprises.With the encouragement of national policies to the financial leasing market,diversified financial leasing companies in the industry have emerged,and the industry competition has intensified.As an independent third party leasing company,SCHS financial leasing company needs to strengthen its marketing to entrench its place in the fierce market competition.This paper takes SCHS financial Leasing Company as the research object,using case analysis,questionnaire survey and interview method to study.Through the analysis of the overall external development situation and the development problems of SCHS financial leasing company,the research topic and specific content of this paper are determined.To master the conceptual theories related to marketing and lay the foundation for subsequent research.After introducing the basic situation of SCHS financial leasing company,it analyzes the external macro environment and competitive environment based on PSET analysis and Porter’s five Forces model,and explains the market cooperation and demand of the financial leasing industry.Then,through research,the problems existing in the marketing of SCHS financial leasing company are summarized and the causes are explored.After clarifying the marketing objectives,the marketing strategy is improved.This paper finds that SCHS Financial Leasing Company currently has the problems of unreasonable product structure,relatively high product prices,traditional marketing channels and relatively few promotional activities in marketing.The reasons for this were found to be the lack of innovation in product business,the lack of flexibility in price setting,the lack of awareness in marketing channel development and the lack of flexibility in promotion formulation.After the relevant analysis,the product perspective proposed diversified design of financial leasing products,scientific creation of product structure,and strengthening of brand construction;the price perspective proposed price shifting,differential pricing,and flexible design of price schemes by business departments;the channel perspective proposed extensive development of financial channels,in-depth exploration of manufacturer channels,continuous exploration of Internet channels,and construction of a wide range of cooperative networks;the promotion perspective proposed From the perspective of promotion,we propose comprehensive market promotion,flexible and diversified market activities and public welfare activities.Through an in-depth study of the marketing situation of SCHS Financial Leasing Company,we can provide positive help for the development of the company. |
