Research On Large Customer Marketing Strategy Of GongHangLv Leasing Company

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 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.