The Research On Competitive Strategy Of Small Micro Enterprise Credit Business For Bank Of Jilin, Jilin Ctiy Branch

At present,the rapid development of market economy in our country,small micro enterprise in maintaining social stability and optimizing the economic structure has made an important contribution.However,the prevalence of small micro enterprise financing difficulties,small micro enterprise loans accounted for the proportion of total bank loans is relatively low,the vast majority of small micro enterprise can only be completed through private lending financing.On the contrary,small micro credit businesses have a large number of customers,the demand for credit is far from satisfied,the huge gap between supply and demand,and small micro enterprise can pay the credit service prices are higher than the large and medium-sized enterprise,commercial banks have higher rate of return.Therefore,small micro enterprise credit business has become an important "blue ocean".Jilin branch of Bank of Jilin as excellent local city bank,how to form and maintain competitive advantage in the fierce market competition,win the small micro credit market competition is very important to the sustainable development of its future.In this paper,based on the Jilin branch of Bank of Jilin small micro enterprise credit business as the research object,combined with the PEST analysis method and Porter five force models,analyzed the external environment and internal conditions faced by small micro enterprise credit business of Jilin branch,and discussed the present situation of the small micro enterprise credit business.On this basis,combined with the external opportunities and threats,internal strengths and weaknesses,put forward the specific content of differentiated competitive strategy.This is,the differentiation of financial products and services,the differentiation of marketing and the differentiation of risk management,and to further the implementation of the strategy of competition makes a deep research and analysis,to from the system and mechanism construction,marketing,service quality,the evaluation system,product innovation,team construction,enterprise culture,etc.,fully implement strategic security for small micro enterprise credit business,to build "small micro financial services the first line" of the financial brand image.