Research On Marketing Strategy Of Financial Lease Factoring Business Of YC Bank Jinan Branch

With the deepening of China’s reform and opening up,the traditional financing channels are highly restrictive.Under the circumstances of insufficient collateral,no guarantee and no shell of listed companies,it is difficult for enterprises to integrate the funds from the above channels.At present,the rapid development of financial leasing industry puts forward higher and higher requirements for domestic commercial banks to provide financial services.On the basis of traditional enterprise account settlement services,commercial banks compete to develop new loan products to provide sustainable and reliable financial support for financial leasing companies.Financial leasing companies will have more funds to provide continuous financial leasing services for entity enterprises,so as to form a win-win good cycle among commercial banks,financial leasing companies and entity enterprises.Under the current market demand and social background,financial leasing factoring has become one of the key financing means to revitalize China’s financial industry.Based on this,this thesis takes the marketing of financial leasing factoring business of YC Bank Jinan Branch as the research background.Firstly,it introduces the financial leasing factoring business of Jinan Branch of YC bank.Then it analyzes the marketing environment of financial leasing factoring business of YC Bank Jinan Branch,makes an in-depth study from three aspects:external environment,internal environment and competitive environment,and determines the best combination strategy by using Porter’s five forces model and SWOT matrix analysis.Then,through the marketing STP and 7PS theory,combined with the actual situation of Jinan Branch of YC bank,this thesis analyzes the target customers and market segmentation of financial leasing factoring business,and defines the target customers and market positioning.Determine the marketing mix strategy suitable for the financial leasing factoring business of YC Bank Jinan branch from the seven perspectives of product,price,channel,promotion,personnel,process and tangible.Finally,this thesis studies and discusses the implementation of the financial leasing factoring business marketing strategy of YC bank in Jinan from two aspects of measures and guarantee,puts forward suggestions on the innovation of financial leasing factoring business of YC Bank Jinan Branch,strengthens the financial leasing factoring marketing activities of YC bank,and provides broader business marketing ideas for all participants of financial leasing factoring business,It has important theoretical and practical significance.