锐华重工股份有限公司信用销售管理研究

发布时间：2018-04-18 03:06

本文选题：锐华重工 + 信用管理　；参考：《湖南大学》2013年硕士论文

【摘要】：信用是市场经济的基础和灵魂。在中国目前企业信用管理水平普遍较低和市场竞争激烈的环境下,如何建立信用销售制度,优化信用销售流程,实现信用销售对企业发展的有力带动,己成为企业在发展中亟待解决的问题。近年来,锐华重工股份有限公司(以下简称锐华重工)在信用销售理论、制度和机制上的实践和创新,有效发挥了信用销售对促销企业产品、提升企业利润、推进企业全球化并度过一系列危机的作用。本文以锐华重工为研究对象,首先从理论上对企业信用销售管理进行梳理,深入总结归纳锐华重工信用销售的发展历程、基本状况,阐述锐华重工按揭、融资租赁、海外融资租赁等具体信用销售形式的流程。然后运用SWOT分析法对锐华重工的信用销售管理进行全方位的分析,指出其信用销售管理具有资质优势、技术优势、制度优势和先发优势,也面临着产品同质化、竞争同城化的劣势；新兴国家市场的兴起和国家对信用销售的重视是锐华重工面临的机遇,但是产品质量的问题、外界对公司资金运作的质疑、现金流的挑战以及当前经济低迷,是锐华重工在管理信用销售时面临的严峻挑战。最后归纳和评价锐华重工信用销售管理的效果,总结出锐华重工信用销售管理的三点经验,即以战略眼光做好顶层设计、以稳健作风搞好自身建设、以有效举措抓好制度创新；并对下一步信用管理建设提出四点具体建议,即适度控制规模、创新融资渠道、优化退出机制、实现征信对接。
[Abstract]:Credit is the foundation and soul of market economy.Under the environment of low credit management level and fierce market competition, how to establish credit sales system, optimize credit sales process, and realize credit sales to promote the development of enterprises,Has become the enterprise in the development of the problem to be solved.In recent years, Ruihua heavy Industry Co., Ltd. (hereinafter referred to as Ruihua heavy Industry) in the credit sales theory, system and mechanism of practice and innovation, effective use of credit sales to promote enterprise products, enhance enterprise profits,To promote the globalization of enterprises and the role of a series of crises.This article regards Ruihua heavy Industry as the research object, firstly combs the enterprise credit sales management from the theory, summarizes and summarizes the development course, the basic condition of the credit sale of Ruihua heavy Industry, expounds the mortgage, the financing lease of Ruihua heavy Industry,Overseas financing lease and other specific forms of credit sales process.Then the SWOT analysis method is used to analyze the credit sales management of Ruihua heavy Industry in all directions. It points out that the credit sales management of Ruihua heavy Industry has the advantages of qualification, technology, system and first-mover, and also faces the homogeneity of products.The disadvantages of competition and urbanization; the rise of emerging markets and the state's emphasis on credit sales are opportunities for Ruihua heavy Industries, but the quality of products and the outside world's doubts about the operation of the company's funds.Cash flow challenges and the current economic downturn are the severe challenges facing Ruihua heavy Industries in managing credit sales.Finally, it summarizes and evaluates the effect of credit sales management of Ruihua heavy Industry, and sums up three experiences of credit sales management of Ruihua heavy Industry, that is, to do a good job in top-level design from a strategic perspective, to do a good job in self-construction with a sound style of work, and to do a good job in system innovation with effective measures.Four concrete suggestions are put forward for the next step of credit management construction, that is, moderate control of scale, innovation of financing channels, optimization of exit mechanism, and realization of credit inquiry and docking.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.4

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