A Bank Guangzhou Branch Small And Micro Enterprise Credit Business Market Competition Strategy Research

In recent years,the economic downturn has made the operating environment of commercial Banks extremely serious and complex.As the country’s financial system reform deepening,the diversification of the financial,interest rate marketization measures such as business operation and management of commercial Banks innovation ability put forward higher request,to expand their business face greater difficulties.Due to the small micro enterprise financing demand,weak bargaining power,social contribution and development potential is tremendous,etc,become the main direction of each commercial bank business transformation,competition in the market for high quality micro,small and medium enterprises customers increasingly fierce.In this paper,A bank Guangzhou branch as the research object,in theory,the competitive strategy for small and medium-sized enterprise financing theory and related research literature and comb,using the analysis tools such as PEST and five competition model to its face external macro environment,industry competition environment analysis;On the other hand,it shows that the credit system,business status quo of the research object,and then from marketing ability,technique ability,operation ability and risk control ability and so on to assess their ability to compete,and using the SWOT method to A bank Guangzhou branch overall comprehensive analysis,the strategic link to establish strategic design as the premise.In determining the good enterprise market positioning and strategic objectives,the comparison shows that three generic competitive strategies in A bank Guangzhou branch the applicability of small micro enterprise credit level,final use differentiation strategy,the scheme of product service differentiation,customer management mainly includes the specific differentiation,differentiation marketing strategy and brand differentiation.Finally,it puts forward the safeguard measures to implement differentiation strategy from four aspects:optimizing organizational structure,enterprise culture construction,perfecting incentive mechanism and human resource construction.It is expected to give some guidance and impetus to the effective expansion of the credit business of small and micro businesses of bank A in Guangzhou.