Studies On Development Strategies Of Individual Consumer Credit Business To Agricultural Bank Of China Mudanjiang Beanch

With the improvement of living standards and consumption quality in our country, demand for individual consumer credit increased year by year. In China, commercial banks are the main availability of consumer credit, which made the individual consumer credit has been developing rapidly these years. But individual consumer credit business in China needs further improve at many aspects. The traditional and single individual consumer credit services of Mudanjiang Agricultural Bank of China can no longer meet the needs of customers in the development in recent years. Combined with the entering of some micro-credit banks, the competition in the individual consumer credit market of Mudanjiang became more and more intense. Therefore, in the fierce market competition, how to find the target market, so as to formulate a correct response, to make the individual consumer credit have a long-term development is the most important problem of Mudanjiang Agricultural Bank of China needed to be addressed.This paper had taken the individual consumer credit business of Agricultural Bank of China Mudanjiang Branch as the research object. Firstly, by anglicizing the consumer credit business development process, the overall size of business types and structures, and market characteristics, this paper found out that the main problems in the process of consumer credit business of Agricultural Bank of China Mudanjiang Branch are the lack of effective market segmentation, lack of a systematic and effective marketing strategy, and so on. Then, this article starting from the internal and external environment of the Mudanjiang Agricultural Bank of China, analyzed the advantages, weaknesses, opportunities and threats of the consumer credit business in Mudanjiang Agricultural Bank of China. And then used the analytic hierarchy process to build a competitive hierarchy model of consumer credit business in Mudanjiang Agricultural Bank of China, and selected the appropriate competitive strategy for Individual Consumption Credit in Mudanjiang Agricultural Bank of China by the results of the quantitative analysis. Finally, according to previously research and analysis, combined with the actual situation of Mudanjiang Agricultural Bank of China, the article proposed some development suggestions to make a few feasibility.