The Competition Strategy Research For SMEs' Credit Business In Jinan Branch Of ICBC

China continues to promote mass entrepreneurship and innovation.At the same time,the role of service industry in the economy is growing..n this context,SMEs are becoming an important carrier of China's economic restructuring,and have made great contributions to the development of national economy.Large state-owned commercial banks,such as ICBC,strongly support the development of SMEs in the region,and provide better services for the development of the real economy,which is not only their inevitable requirement to conscientiously fulfill social responsibilities,but also the realistic choice to realize their sustainable development in the future.Through the theory of strategic management,this paper studies how to develop a competitive strategy with its own advantages,which enriches the research on competition strategies of SMEs.With the rapid development of Internet Finance and the cross-border integration,this paper put forward the suggestion that commercial banks should set up an online and offline service system,which can promote Jinan Branch of ICBC to gain more market share in the SME credit business market.Obviously,it also provides some reference for the peers to develop competition strategy of SMEs' credit business.Through the PEST model,The Five-force Model of Porter and related strategic management theory,this paper analyzes the external environment and internal conditions in the SMEs' credit business of Jinan Branch of ICBC,and explores the opportunities and threats of the external environment,advantages and disadvantages of internal resources capability,and uses AHP to analyze the weight of key factors in internal and external environment,and conducts the comprehensive evaluation by EFE and IFE matrix.According to the analysis,the external environment and internal conditions in the SMEs' credit business of Jinan Branch of ICBC have a slight advantage.In the external environment,we need to foster strengths and circumvent weaknesses by furthering consolidate existing market share,while seeking a breakthrough to continue to increase market share.As for the internal conditions,the hard power of developing SMEs' credit business,such as business varieties and process mechanism,is already available.However,he resource investment in SME business is inadequate,so,the construction of credit culture,the importance of SME and the amount of investment resources should to be further strengthened.Based on the above analysis,on the premise of clearly defining the corporate mission,vision and the characteristics of SMEs' credit business,this paper determines the competitive strategy of differentiation for the SMEs'credit business of Jinan Branch of ICBC,by analyzing the feasibility of different competitive strategies and conducting QSPM matrix evaluation.After determining the implementation of differentiation strategy,this paper put forward corresponding strategy implementation and safeguard measures,and point out that the implementation of differentiation strategy should be careful not to pursue differentiation excessively.This paper argues that the implementation of differentiation strategy in Jinan branch should mainly be embodied in three aspects:marketing strategy,product service and service brand differentiation.To cooperate with the implementation of differentiation strategy,Jinan branch needs to transform the differentiation strategy into practical measures from five aspects:organizational structure,business philosophy,marketing mode,service system and personnel quality to ensure the effective implementation of the differentiation strategy.