本文選題：銳華重工 + 信用管理��； 參考：《湖南大學(xué)》2013年碩士論文

【摘要】：信用是市場經(jīng)濟(jì)的基礎(chǔ)和靈魂。在中國目前企業(yè)信用管理水平普遍較低和市場競爭激烈的環(huán)境下,如何建立信用銷售制度,優(yōu)化信用銷售流程,實(shí)現(xiàn)信用銷售對企業(yè)發(fā)展的有力帶動,己成為企業(yè)在發(fā)展中亟待解決的問題。近年來,銳華重工股份有限公司(以下簡稱銳華重工)在信用銷售理論、制度和機(jī)制上的實(shí)踐和創(chuàng)新,有效發(fā)揮了信用銷售對促銷企業(yè)產(chǎn)品、提升企業(yè)利潤、推進(jìn)企業(yè)全球化并度過一系列危機(jī)的作用。 本文以銳華重工為研究對象,首先從理論上對企業(yè)信用銷售管理進(jìn)行梳理,深入總結(jié)歸納銳華重工信用銷售的發(fā)展歷程、基本狀況,闡述銳華重工按揭、融資租賃、海外融資租賃等具體信用銷售形式的流程。然后運(yùn)用SWOT分析法對銳華重工的信用銷售管理進(jìn)行全方位的分析,指出其信用銷售管理具有資質(zhì)優(yōu)勢、技術(shù)優(yōu)勢、制度優(yōu)勢和先發(fā)優(yōu)勢,也面臨著產(chǎn)品同質(zhì)化、競爭同城化的劣勢；新興國家市場的興起和國家對信用銷售的重視是銳華重工面臨的機(jī)遇,但是產(chǎn)品質(zhì)量的問題、外界對公司資金運(yùn)作的質(zhì)疑、現(xiàn)金流的挑戰(zhàn)以及當(dāng)前經(jīng)濟(jì)低迷,是銳華重工在管理信用銷售時面臨的嚴(yán)峻挑戰(zhàn)。最后歸納和評價銳華重工信用銷售管理的效果,總結(jié)出銳華重工信用銷售管理的三點(diǎn)經(jīng)驗(yàn),即以戰(zhàn)略眼光做好頂層設(shè)計(jì)、以穩(wěn)健作風(fēng)搞好自身建設(shè)、以有效舉措抓好制度創(chuàng)新；并對下一步信用管理建設(shè)提出四點(diǎn)具體建議,即適度控制規(guī)模、創(chuàng)新融資渠道、優(yōu)化退出機(jī)制、實(shí)現(xiàn)征信對接。
[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.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F426.4

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