The Research On Competitive Strategy For SMES Credit Business Of C Bank Jinan Branch

C Bank is a state-controlled commercial bank which issues and lists in "A+H", and it mainly operates the business of commercial bank, including the corporate financial business, personal financial business and business of financial market. Jinan branch of C bank is the branch of C bank at city level, which is responsible for the business of commercial bank in Jinan area. As there are lots of small and medium-sized enterprises in Jinan and its counties, the credit business of small and medium-sized enterprises is an important component of the corporate financial business of the concerned bank. Under the background of the financial disintermediation and interest rate liberalization of the current large enterprises, more and more banks begin to increasingly attach importance to credit business of small and medium-sized enterprises-the blue ocean area, the credit business market of small and medium-sized enterprises becomes the "Strategic Military" of Jinan regional banks, and the competition in the field of credit business of small and medium-sized enterprises becomes increasingly fierce. In order to maintain its leading position in the competition in the field of credit business of small and medium-sized enterprises in Jinan, take market shares, and set up strong brand, Jinan branch of C bank is carrying on the analysis, demonstration and design of competitive strategy suitable for the development of credit business of small and medium-sized enterprises, which is also an important part of the overall strategic planning of Jinan branch of C bank.The credit business of small and medium-sized enterprises of Jinan branch of C bank faces the following external opportunities:the support of policy guidance of the state and the regulation organizations, the stability of national economy and the development of small and medium-sized enterprises, the growth of financing demand of small and medium-sized enterprises, the financing market of SMES in Jinan provincial capital cities is vast, and the bank loan is a major source of funds for the small and medium-sized enterprise groups, the progress of information technology promotes the development of finance, industry development is mature and stable, industry codes and standards become continuously perfect, the business of small and medium-sized enterprises gradually becomes the focus of the strategic transformation of commercial banks, the industry’s overall business scale continuously grows, and the horizontal competition of banks is public and fair, etc. At the same time, the credit business of small and medium-sized enterprises of Jinan branch of C bank faces the following the threats, which are mainly embodied in the following points:the horizontal competition of banks becomes increasingly fierce, and supervision becomes increasingly strict, the requirements for the framework of industry compliance becomes strict, accounting cost is higher, the interest margin space is compressed, the intermediate business income is limited, the market sensitivity is high, the increasing competition threat of direct financing way of alternatives and so on.The credit business of small and medium-sized enterprises of Jinan branch of C bank has the following internal advantages:powerful market development and customer marketing ability, the management department of business process is single and explicit, "flow line" operation and specialized division is more efficient, lending period is short, the customer service and the supporting service for relationship management is relatively comprehensive, the comprehensive income of the business of small and medium-sized enterprises is relatively higher, the research and development ability of the product are strong, the ability of risk management is relatively strong, the defective rate is effectively controlled, the infrastructure is integrate and strong, the organizational structure is advanced, special departments are set up, the system is complete, operation and management ability are strong, the quality of staff is relatively high, with strong competition, the informatization level in technical support is relatively high, and the technology in information technology is powerful, etc.; at the same time, the credit business of small and medium-sized enterprises of Jinan branch of C bank has the following internal disadvantages:the level of independent marketing of branch network needs to be further perfected, the stability of professional marketing personnel needs to be improved, with the development of business and the continuous expansion of business, the configuration of risk control staff is relatively limited, the pay level belongs to the medium in the same industry, compared with individual high-paying joint-stock banks, there may exist the pressure of certain staff loss, compared with major competitors, the network distribution is slightly less, the convenience of customer service needs further improvement, etc.In combination with the current status of Jinan branch of C bank, and with the combination of theory and practice, this paper uses the appropriate tools to analyze its external environment and internal conditions and determine the feasible competitive strategy for the credit business of the small and medium-sized enterprises, which have practical significance to ensure the credit business of small and medium-sized enterprises to achieve long-term competitive advantages, and ensure the realization of company vision and the goal of the competition. In addition, as Jinan branch of C bank is typical in the field of the business of small and medium-sized enterprises, the research on the competitive strategy of the credit business of the small and medium-sized enterprises can has a certain reference significance to provide a reference model for the strategic management of other financial trade.