随着国家深化金融供给侧结构性改革、增强金融服务实体经济能力、防范化 解金融风险的深入，作为同时具备“融资”与“融物”属性的融资租赁备受关注， 融资租赁欧亿·体育（中国）有限公司迎来黄金发展期，融资租赁公司数量也呈现爆发式增长，市场竞争 非常激烈。同时，伴随着我国经济下行压力加大，经济结构转型升级，部分企业 出现了资金链断裂等问题，使得本就稀缺的优质大客户更受到各类融资租赁公司 的竞相追逐，进一步加大了营销难度。面对这个状况，保持与老客户长期良好的 合作关系，深度挖掘其客户价值显然是比获取新客户更为高效、低成本的营销策 略。因此，基于建立长期合作关系的关系营销成为甘肃公航旅融资租赁有限公司 的第一选择。 甘肃公航旅融资租赁有限公司成立于2016年10月，是一家第三方融资租赁 公司，隶属于甘肃省公路航空旅游集团有限公司。强大的股东实力、有竞争力的 价格为公航旅赢得了不少优质大客户。但同时也存在从业经验短，关系营销能力 匮乏等问题，导致客户体验差，公司口碑下降、大客户流失率升高。 本研究首先分析了国内融资租赁的基本发展，国家对融资租赁的态度，综述 了大客户营销和融资租赁的研究现状，明确了融资租赁和大客户的概念，介绍了 研究中使用到相关理论，如客户关系管理理论、承诺信任理论、4Ps营销理论等 等，其次，分析公航旅大客户营销现状，包括产品、价格、渠道、营销的基本情 况，并根据问卷调查对大客户营销存在的主要问题进行分析，然后着重分析了公 航旅融资租赁大客户营销的宏观环境，并运用SWOT分析法分析了大客户营销 的优势、劣势、机会和威胁。最后根据前述分析提出大客户营销策略建议，策略 调整及实施的保障。 本文通过对理论的研究、对欧亿·体育（中国）有限公司现状及企业实际问题的分析，提出了具体的 关系营销策略及实施方法，希望能为公航旅在客户营销、客户关系管理等方面尽 微薄之力，助推企业长远发展。 关键词： 融资租赁；4Ps营销；大客户营销；营销策略 IV RESEARCH ON LARGE CUSTOMER MARKETING STRATEGY OF GONGHANGLV LEASING COMPANY Abstract Recently, China deepens the structural reform of the financial supply side, deepen institutional reform in the financial sector, make it better serve the real economy, and prevents the financial risks. In this case, the financial leasing industry has attracted much attention as a financial leasing with the attributes of “financing” and “Provide equipment”. During the development period, the number of financial leasing companies also showed explosive growth, and the market competition is very intense. At the same time, along with the downward pressure on China's economy, the economic structure has been transformed and upgraded. Some enterprises have experienced problems such as the break of the capital chain, which has made the high-quality large customers who are scarce, and they are more chased by various financial leasing companies, increased marketing difficulty. In the face of this situation, maintaining a long-term good relationship with old customers, and deepening the value of their customers is obviously a more efficient and low-cost marketing strategy than acquiring new customers. Therefore, relationship marketing based on establishing long-term cooperative relationships has become the first choice for public transportation finance leasing companies. Founded in October 2016, Gong Hanglv Finance Leasing Company is a third-party financial leasing company affiliated to Gansu Provincial Highway Aviation Tourism Group Co., Ltd. Strong shareholder strength and competitive price have won many high-quality customers for the finance leasing company. At the same time, however, there are also problems such as short experience in the industry and lack of relationship marketing ability, resulting in poor customer experience, a decline in company reputation and an increase in the rate of major customer churn. First of all, The thesis analyzes the basic development of domestic financial leasing, the attitude of the state to financial leasing, summarizes the research status of major customer marketing and financial leasing, clarifies the concept of financial leasing and major customer, introduces the relevant theories used in the research, such as customer relationship management theory, commitment trust theory, 4Ps marketing V theory, etc. Secondly, it analyzes the current situation of public aviation university customer marketing, including the basic situation of products, prices, channels and marketing, and analyzes the main problems of major customer marketing according to the questionnaire survey, and then focuses on the macro environment of public aviation financial leasing major customer marketing, and use SWOT analysis to analyze the advantages, disadvantages, opportunities and threats of major customer marketing. Finally, according to the above-mentioned analysis, the paper puts forward some suggestions, strategies adjustment and implementation guarantee. Through the research of theory, the analysis of the current situation of the industry and the actual problems of the enterprise. The thesis puts forward the specific relationship marketing strategy and implementation method, hoping to make a small contribution to the customer marketing and customer relationship management for the Gong Hanglv financing leasing company. Key words: Financial leasing; 4Ps Marketing; Key Account Marketing; Marketing Strategy 目 录 中文摘要 ................................................................................................... III Abstract ................................................................................................... IV 第一章 绪论 ............................................................................................. 1 1.1 研究背景与意义 ............................................................................................. 1 1.1.1 研究背景 .................................................................................................. 1 1.1.2 研究意义 .................................................................................................. 2 1.2 国内外研究现状 ............................................................................................. 2 1.2.1 大客户营销的相关研究现状 .................................................................. 2 1.2.2 关于融资租赁的相关研究现状 .............................................................. 4 1.3 研究方法及研究内容 ..................................................................................... 5 1.3.1 研究方法 .................................................................................................. 5 1.3.2 研究内容及思路 ...................................................................................... 7 第二章 相关概念及理论基础 ................................................................ 9 2.1 相关概念 ......................................................................................................... 9 2.1.1 融资租赁的概念 ...................................................................................... 9 2.1.2 大客户的概念 .......................................................................................... 9 2.2 相关理论基础 ............................................................................................... 10 2.2.1 大客户营销管理 .................................................................................... 10 2.2.2 客户关系管理 ........................................................................................ 10 2.2.3 承诺信任理论 ........................................................................................ 12 2.2.4 4Ps营销理论 ......................................................................................... 12 第三章 公航旅大客户营销现状及问题分析 ...................................... 13 3.1 公航旅公司概述 ........................................................................................... 13 3.1.1 公司介绍 ................................................................................................ 13 3.1.2 组织结构 ................................................................................................ 14 3.1.3 主要服务领域 ........................................................................................ 14 3.1.4 融资租赁服务流程 ..........................................................................