Research On Target Market Positioning Of JX Financial Leasing Company

Financial leasing is a new industry in China,since the first financial leasing company was established in China in 80 s,there was only a short period of 30 years of development.Although the development time is not long,the financial leasing industry has achieved explosive growth.Compared with other financing methods,financial leasing combines "assets" and "funds",not only provides a flexible financing mode,but also plays an important role in tax planning,financial statements optimization,and equipment investment promotion for enterprises.Due to the different background and resources of the financial leasing companies,their target market positioning should also be different.However,after the explosive growth,the financial leasing market has shown excessive concentration,chaotic competition and other situations,is still in the extensive stage of development.JX Financial Leasing Company was established in Shanghai in 2009,in the past ten years,it has fully enjoyed the dividends brought by the rapid development of the industry.Located in Shanghai,a national financial center,JX Financial Leasing Company has more upstream resources,and utilizes the market experience accumulated in its own development process to expand rapidly in public medical,educational,public utilities and other fields.At this stage,China's financial leasing industry policy,market environment,the company's own situation has changed greatly.Under the influence of these new internal and external environments,how to make target market positioning,so as to occupy a more favorable position in the new round of industry shuffle process for JX Financial Leasing Company,is the focus of this study.This article expands from the following parts.Part one,introduce the general situation and problems faced by JX Financial Leasing Company,analyze the causes of these problems,and put forward the conclusion that JX Financial Leasing Company needs to orient its target market;Part two,analyze the marketing environment of JX Financial Leasing Company,expound the market supply and demand situation of the industry,and make a detailed analysis of the external andinternal environment that affects JX Financial Leasing Company's target market positioning by using PEST and Porter's Five Forces Model;Part three,the market segmentation of financial leasing industry and the target market selection of JX Financial Leasing Company are analyzed,and the target market positioning of JX Financial Leasing Company is obtained;Part four,establish an internal security system for the target market positioning,and make recommendations for the optimization of the external environment.