Research On Competition Strategy Of HOME CREDIT CHINA

Consumer finance,which is an emerging thing in domestic,comes into a fast-paced period since 2013.The government support s consumer finance in public,and has issued several policies to cultivate the industry one after another.Even,consumer finance was written into “The 2016 Chinese Government Work Report”.As for customers,they show great acceptability to this newborn thing.The figure is doubled regarding the customer volume year by year,with most of whom are new users.In recent years,the net margin growth rate of consumer finance industry stands at the top of the finance industry.Moreover,several consulting reports show that it would keep the rapid growth in the coming years.The research on domestic business strategy of Home Credit,which is the largest consumer finance company both in domestic and global,would provide a significant reference to the industry.There are four chapters.By buying the industry data,field research,and web based survey,the author introduced the development of the industry and Home Credit China,with its external competitive environment and internal management environment.It proved the current competitive strategy that Home Credit takes,differentiation competition,is appropriate and effective,according to the result of strategy analysis.Then,the author analyzed and forecasted how to achieve the specific measures,including product and service differentiation.And found that differentiation competition may improve user experience,distinguish business model and establish a doorsill against competitors.In chapter four,regarding strategy execution,the author also provided comperhensivly illustration and suggestions.It would be a great success by chosing “differentiation competition” strategy,that would help Home Credit to subdivide the customers in a segment market of finance,and beat competitors with their homogeneity products.Furthermore,the research finds that the strategy of differentiation competition has to be based on it's effective risk control and powerful customer service.Compared with competitors' technology and service,Home Credit is able to get much better opportunities to win the competition.Meanwhile,this thesis provides some new advice to support Home Credit in keepping pioneering advantages,and offers some new idea s for the development of the industry.