Research On Marketing Strategy Of Financial Leasing Business Of Cultural Media In A Company

The financing lease business is still in the primary stage in our country,the market penetration is far lower than developed countries,along with the rapid growth of Chinese economy in recent years,the financial leasing industry has got rapid development,the number of domestic leasing companies has reached more than 6000,the scale of business has got rapid growth,financial leasing has become one of the important means of financing.In the medical,educational,construction,industrial equipment and other fields,the application has been relatively mature,and the application in the field of cultural media is still in the exploratory stage.As a pioneer and leading industry,the A company had entered the field of culture and media since 2008,in line with the development of cultural industry power's responsibility and mission,through continued exploration and research,in radio and television,newspaper,theater,film and television production and other fields,the A company has launched a massive marketing,and achieved certain first mover advantage.With more asset light characteristics industry culture media,in the choice of target market,product positioning and other aspects need to develop to match the marketing strategy,at the same time,with the number of financial leasing companies have entered the field of culture media,the more fierce market competition,how to maintain a competitive advantage in the field of culture and media has become the focus of attention of the A company.This paper studies the marketing strategy of the A company's financing and leasing business in the field of culture media,With the help of five forces model,STP model,4P theory and other related marketing theories,completed the research of marketing status,marketing environment,marketing strategy,find out the problems,and puts forward the corresponding improvement measures,draw a the complete set of financial leasing products in the marketing strategy of the field,and puts forward some suggestions to improve protection of the effective implementation of the marketing strategy,to further consolidate the A company's competitive advantage and market position.The research process:through analyzing the macro environment and market competition,found the main problems,which laid the foundation for the subsequent development of marketing strategy;through the analysis of the segments,making the marketing strategy,and the financial leasing market positioning,then develop and improve marketing strategy suggestions.Marketing mix strategy is formulated in this paper:in product strategy,according to the characteristics of the cultural media enterprise asset light,should actively explore the promotion of intangible assets leasing products,at the same time,lease of tangible personal property also need to optimize the product structure,matching the application scenarios of culture media;in the price strategy,should make fine according to market segments and enterprises the scale of the strength of the standard price;in the channel strategy,adjust the marketing system,broaden the government departments,industry associations,industrial parks,financial institution and other channels,optimize the channel system;in the promotion strategy,in addition to price promotions,should dig the actual needs of participants,through flexible product design to mobilize the participation of all parties enthusiasm.Put forward the improvement proposal to achieve security measures of the marketing strategy and customer management:take the hierarchical classification approach,focusing on the customer relationship maintenance and improve the quality of services,in addition to the effective integration of resources to provide financial services to customers value-added services,from the industry and customers in two dimensions of risk control,the opening of Easy Access,prefabricated standard contract,implementation of internal optimization flow,adjust the training cycle of new employees,to take a more effective incentive mechanism and retention measures,build a stable and reasonable marketing echelon formation.