Commercial Banks' Consumer Credit Business In China 3c Strategic Research And Analysis

The consumer finance of the commercial banks has developed dramatically for the past several years. All the banks launched diversified consumer finance product one after another. Nowadays the consumer finance has already become the emphasis of the retail business. On Dec, 11^th, 2006, the banking industry of China completely opened to the foreign banks, which gave rise that more consumer finance products will be brought to Chinese people's sight. And the products ranged from the real estate mortgage credit, to the more extensive field such as consumer comprehensive credit and car credit etc.But with regard to the consumer finance, there are still some obstacles lying in the way. First, most of the Chinese people don't like to borrow money to buy things. Meanwhile the personal credit record remained unfounded so that it's risky for bank to lend money to personal clients. Second, the internal business procedure of the bank is too complicated, which needs further optimized. Third, the competition between the banks is fierce while the products are all the same.This thesis deals with growth strategies for commercial banks in the field of non real estate consumer finance (consumer comprehensive credit, car credit) in mainland China. Revolving this theme, the thesis conducts following analysis.The thesis analyzes the currently situation of the consumer finance market in China, and pointed out the existed problems during the development.Then, the thesis conducts a systematical analysis by using the 3C-strategic triangle model. In analyzing the Consumer strategy, the market segmentation theory, relationship marketing theory, and theories on bank risk administration are used. In analyzing the Corporation strategy, the theory of bank re-engineering in procedure and organization is used. In analyzing the Competition strategy, differentiation theory in terms of product and image is used. Finally, according to the analysis on the above mentioned three Cs, the thesis concludes that the 3C-strategy should be taken on consumer finance development in China mainland.