The Development Strategy Study On Credit Business For Small Enterprise In Industrial Bank Jinan Branch

In recent years, with the rapid development of China’s market economy, on the one hand, the small business has become a irreplaceably important part of our national economy and made growing contribution to the promotion of the economic development and increasing employment, but by domestic and foreign complicated economic situation affected, many small businesses are still severely constrained by the lack of funds, financing difficulties and many other conditions. It is difficult to achieve sustainable development. On the other hand, with the growing competition in the same China’s commercial banks industry, financing channels of the large enterprises gradually increased, small business credit business has become commercial banks specially joint-stock commercial banks competing for new profit growth point.In this context, this paper takes Small business credit business of Jinan Branch of Industrial Bank as the research object in order to promote good health and development of Jinan Branch of Industrial Bank. This paper makes in-depth study of the development strategy of Jinan Branch of Industrial Bank small business credit business. First, with the help of PEST analysis and Porter’s five forces model, made in-depth analysis of the external environment and competitive environment in the industry faced by the development of the small business credit business in Jinan Branch of Industrial Bank. Then, elaborated the development status of small business credit business in Jinan Branch of Industrial Bank, through the SWOT analysis method, made analysis of the internal strengths, weaknesses, external opportunities and threats faced by the development of the small business credit business in Industrial Bank Jinan Branch. Finally, proposed strategy suggestions for how to promote the sustained and sound development of the small business credit business in Jinan Branch of Industrial Bank.This paper study showed that its main advantages are the marketing model of credit resources, marketing platforms and credit products. Relatively, its disadvantages exist in less network construction, the business regional development and product coverage are not balance, price-model is not flexible, management level and quality of personnel need improving and so on. Facing the external opportunities, for example, a favorable policy environment, the strong support of the branch and the huge market, its external threats of its future business development are intensifying market competition, small businesses mixed result in risk that is difficult to control, relevant regulatory increasingly stringent. The future development of small business credit of Jinan Branch of Industrial Bank should take the azimuth development strategies, such as practical market expansion, product mix, differentiated pricing, diversification guarantees, small business credit customer classification management linkage of marketing and cross-marketing, services and brand, risk management and so on. The same time, in order to effectively promote the smooth implementation of the development strategies, it should continue to raise awareness of the importance of the development of small business credit business, develop effective resource allocation policies and assessment methods, constantly improve the credit business processes, and strengthen the awareness of risk management.This study is not limited to the aspects of theoretical discussion, but is closely combined with the actual development credit operations of small businesses of the Jinan Branch of Industrial Bank and local small businesses, explored a set of all-round development strategies, not only can provide scientific guidance for the development of the small business credit business of Jinan Branch of Industrial Bank to a certain extent, but also can provide reference to resolve the plight of small business’financing difficulty.