Classified Index: F272.3
U.D.C.: 338
A Dissertation for the Degree of MBA
RESEARCH ON THE MARKETING STRATEGY
OF LEASING BUSINESS OF HARBIN
ELECTRIC FINANCE LEASING CO., LTD
Candidate:
Supervisor:
Wei Fanjun
Associate Prof. Chang Ying
Academic DegreeApplied for: Master of Business Administration
Affiliation：
Harbin Electric Finance Leasing
Co., Ltd
Date of Defense:
December, 2020
Degree-Offering-Institution: Harbin Institute of Technology

哈尔滨工业大学工商管理硕士学位论文
摘要
融资租赁是产融结合的重要工具之一，近几年来融资租赁欧亿·体育（中国）有限公司呈快速增
长的态势。随着我国经济增速放缓，融资租赁欧亿·体育（中国）有限公司数量的增加，融资租赁行
业内部竞争激烈，融资租赁欧亿·体育（中国）有限公司面临着严峻的挑战。但目前我国的融资租赁
市场渗透率还远低于发达国家，这说明我国融资租赁欧亿·体育（中国）有限公司仍具有巨大的市场
空间和无限的可能。哈电融资租赁有限责任公司起步较晚，在租赁业务拓展
方面与竞争对手相比，存在产品定位不清、租赁业务发展缓慢等问题，这严
重影响了公司的发展。因此，对哈电融资租赁有限责任公司租赁业务实施的
营销措施具备巨大的指导作用。
本研究依据租赁营销的理论积淀，首先分析了哈电融资租赁有限责任公
司租赁业务的营销工作开展情况，从公司发展情况以及租赁业务营销工作开
展情况出发，得出其中的问题症结和原因，其中还包括针对宏观环境的 PEST
分析、欧亿·体育（中国）有限公司环境分析，为提出租赁业务营销策略提供了参考；再次，从分析
公司租赁业务营销开展的现实状况，包括分析营销存在的问题以及营销环境，
通过营销 STP分析与 4PS理论相结合，改进了租赁业务的营销策略，其中包
括租赁业务营销策略改进的原则和目标、目标市场的选择与竞争定位，并从
产品、价格、渠道、促销四个方面提出营销策略的改进；最后为了保证公司
租赁业务营销策略的有效执行，本文提出了相应的保障措施，包括母公司支
持保障、人力资源保障、财务保障、风险控制体系保障、营销服务保障。本
文旨在通过对哈电融资租赁有限责任公司的营销开展现实情况以及面临的内
外环境，得出面临的主要问题，提出了符合公司发展实际的具体营销措施和
保障措施，使公司能够在激烈的市场竞争中快速发展。
关键词：融资租赁；市场细分；营销策略
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哈尔滨工业大学工商管理硕士学位论文
Abstract
Finance lease is one of the important tools for the combination of industry
and finance. In recent years, finance lease industry shows a rapid growth trend.
With China's economic growth slowing down and the number of financial leasing
industry increasing, the financial leasing industry is facing severe challenges due
to fierce competition within the financial leasing industry. However, the
penetration rate of China’s financial leasing market is still far lower than that of
developed countries, which indicates that China's financial leasing industry still
has huge market space and infinite possibilities. Harbin Electric Finance Leasing
Co., Ltd. started late. Compared with its competitors in leasing business
development, it has problems such as unclear product positioning and slow
leasing business development, which seriously affect the company's development.
Therefore, it is of great significance to study the marketing strategy of leasing
business of Harbin Electric Finance Leasing Co., LTD.
By referring to relevant theories at home and abroad, this paper firstly
analyzes the marketing status and main problems of the leasing business of
Harbin Electric Finance Leasing Co., LTD., including the general situation of the
company, the marketing status of the leasing business, the problems and causes
of the marketing of the leasing business. Secondly, the marketing environment of
the company is analyzed, including PEST analysis for macro environment and
industry environment analysis, which lays the foundation for putting forward the
marketing strategy of leasing business. Again, in view of the leasing business
marketing present situation, existing problems and marketing environment,
through the marketing STP analysis combined with 4 ps theory, the marketing
strategy of leasing business is improved, including the principle of improving the
marketing strategy of leasing business, the selection and competitive positioning
of target market, and the improvement of marketing strategy is put forward from
four aspects of product price channel promotion; Finally, in order to ensure the
effective implementation of the company's leasing business marketing strategy,
this paper puts forward the corresponding safeguard measures, including the
parent company support guarantee, human resources guarantee, financial
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