| The development history of Consumer finance companies in the west are already hundreds of years, currently in the developed countries such as the United States and Japan, consumer finance company's operation have matured and have strong profitability. Nowadays, the Chinese economy developed rapidly, but the structure of the economy, is still unbalanced, the effect of boosting the economy development by consumer has not fully revealed. In order to promote the sustainable development of economy, since 1980s, Chinese government emphasized the development of the individual consumer finance, however, after about 30 years of the individual consumer finance's development, its scale is growing while its structure is still unbalanced, the share of the mortgage and car loan is still higher than others and it always sustained rising significantly. In order to fundamentally display the individual consumer finance's effect, and to adjust the government's guidelines of "stimulating domestic demand and consumption", the CBRC issued the pilot management method of consumer finance in July 2009 and approved four consumer finance companies in January 2010. It shows that China's consumer financial industry set sail formally. The consumer finance company responded positively to the long-term economic guideline which is announced by party central committee and the state council for the development of socialism with Chinese characteristics, it always reflected the request of global economic integration in financial innovation. Developing consumer finance vigorously, can not only effectively switch the potential consumer demand into the real consumer demand, fully promote the economic development by expanding domestic demand and stimulating consumption, but also be able to balance our credit structure, strengthen the competitiveness of China's various types of financial institutions, drive the development of relevant industries synchronously.Since 2009, the CBRC issued the consumer finance company pilot measures, under the guidance of the measures and the correct leadership of regulators, as one of the consumer finance company approved by the CBRC, X Consumer Finance Company has been developing new ideas and excavating various consumer market constantly in line with the idea of try firstly and do firstly, the company still try to provide the most intimate and thoughtful consumer finance service for the general consumers, since the opening time March 1,2010, the company has operated for more than one year, The inner construction perfected gradually, the business development have also got some achievements. However, when faced the urgent request for further development, in daily management, there are many resistance from different aspects, which requires the company to fully study its internal and external environment, and profoundly inquire on all the resistance, finally find the unobstructed path for the further development of company.According to some of the theoretical basis of the company's operation strategy management, and combining some experience of the foreign consumer finance companies process, with the current situation of X Consumer Finance Company, the paper analyzed its internal and external environment using SWOT and contacting the fact, including some of the problems such as the acceptance from public to consumer finance is low, the market needs further guidance and fostered, Credit environment construction should be further strengthened and so on, aiming at the above issues, matching the company on the basis of internal and external environment, the paper targeted to analyze the cause of problem, the paper will further explore its further development objectives and development measures. |
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