Research On The Countermeasures Of Perfecting The Product Line Of Ping An Bank Small Business

Small business is a very important part of the national economy in our country,in the economic development,there is a large enterprise can not replace the special strategic position[1].With the continuous development of market economy in China,small enterprises in the national economy and social development in the status and role of more and more attention[2].The development of small business needs the support of the fund,however,the small business enterprise because of its operating characteristics,at the same time by various external factors,the general existence of financing difficulties and other issues.China is currently facing a downward economic cycle,which is proposed by the commercial banks,on the one hand,with the growing wealth of customer financing channels,more and more customers have not bank financing as the only financing channels;on the other hand,with the gradual advance of the interest rate market,the bank’s original profit model has been broken,which requires commercial banks to seek new profit growth point.In this paper,Ping An Bank small business product line as an example,through the existing small business credit products,clearing products,financial products and other commercial banks to find out the product structure is relatively simple,the price is not flexible,and the amount of control is not flexible,approval efficiency advantages gradually lost,settlement funds to slow and financial product distribution frequency is not fixed and other major issues.And according to the product life cycle theory,to determine the safety of small business product line in the current stage and coping strategies.For the existing problems,proposed the target market from the visible market to the invisible market,and increase the intangible business district projects,industry chain upstream and downstream projects,the third party information platform projects and other development efforts,the appropriate release of credit loan interest rates and credit limits,improve the use efficiency of mobile devices,improve settlement funds to the aging and periodic distribution of financial products and other measures and suggestions.Through the above improvement measures to solve the problems encountered in the development of small business enterprises,to achieve the effective balance of bank income and cost,and gradually form a sustainable development of small business financial services business model,the rapid growth of small business,to provide quality and efficient financial services for small businesses.