The Study On Financial Leasing Products Marketing Of Small And Micro Business On Z Company

Finance lease is a new financing method combining "financing" and "property".In the 1950 s,the first financial leasing company appeared in the United States and was introduced to China in the early 1980 s.Along with our country market economy gradually improved and the capital market developed maturity,leasing,as an emerging industry,plays a unique role in technological upgrading and introducing foreign investment.This article selects a typical domestic independent third-party financial leasing company,Z company,the company only use five years to enter the leading position in the industry,business covers different industries throughout the whole country.After a period of rapid growth,the huge market of financial leasing of small and micro enterprises has become a new business growth point of Z company.However,due to the limitation of traditional leasing products and offline marketing rely on offline models,small and micro businesses have not been able to achieve significant growth,and the total assets and profitability are lower than the average level of the company.With the deep integration of Internet and finance,online lending platforms and online investment platforms emerge in endlessly,and the small and micro financial leasing business is facing new challenge.How to build the competitive advantage of the core products of small and micro financial leasing has become a difficult problem for Z company’s marketing of small and micro financial products.First of all,combining with the background of The Times and theories on financial product marketing and financial leasing products at home and abroad,this paper analyzes the internal operating conditions and external competitive environment of Z company by using BCG Matrix analysis and Michael Porter’s Five Forces Model,and points out that Z company’s small and micro businesses have problems such as financial leasing products lack of innovation,insufficient customer structure,backward marketing channels and marketing team unprofessional.Second,sums up the root cause of the problem is Z company’s micro business leasing products can’t pinpoint the target customer,small micro marketing organizational structure is not reasonable,marketing team lack of initiative service consciousness,system build does not match the marketing network.Finally,make market segmentation on Z group integrated financial platform’s customers according to the STP theory,market positioning on target market and analyse on marketing strategy.Based on the Marketing Theory of 4Ps,put forward a set of marketing strategy including make customer segmentation by taking advantage of Z group integrated financial platform,improve the leasing products,expand marketing channels,innovate solution mix on leasing products.At last,a series of measures are proposed for the implementation of the plan,such as adjustment of Micro Business Unit organization structure,optimization of resource allocation and strengthening of human resource security,and suggestions are put forward to strengthen risk control on micro business enterprises by strengthening leasing product training and improving system construction.