Research On The Competition Strategy Of Personal Credit Loan Guarantee Insurance Of Hohhot Branch Of P Company

With the continuous development of economy and society,the current credit industry in our country has great potential.Banks,micro-credit companies and internet credits are targeting this opportunity and actively participating in market competition.However,due to the monetary tightening and rising loan default rate in recent years,banks and micro-credit companies have a certain impact on the enthusiasm of lending.Insurance companies focus on the market and offer the loan credit guarantee insurance.The loan credit guarantee insurance,which is a credit guarantee to the clients through insurance,to help clients obtain the insurance business form of a small,short-term loan from a cooperative bank.The business model plays an irreplaceable role in improving the enthusiasm of bank lending,lowering the cost of financing,protecting the entrepreneurial enthusiasm of entrepreneurs,and promoting the rapid development of insurance business.It is a win-win cooperation model for Banks,insurance companies and customers,and is increasingly favored by the market and government.In the process of promoting loan credit guarantee insurance,"government-bank insurance" mode,service platform mode and marketization mode are major formed.P company is the largest non-life insurance company in China.In April 2015,P company adopted the marketization model and introduced individual credit guarantee insurance products to the whole country.P Company Hohhot branch also began to operate the individual credit guarantee insurance business.After more than two years of development,although the business has occupied a certain market share in the city,the problems of operation risk,personnel structure and management mechanism have also been highlighted.This paper takes the loan credit guarantee insurance of P Company Huhhot Branch as an example,analyzes its external environment and internal environment,combines its development status and existing problems,makes strategic choices,and puts forward corresponding implementation measures according to the selected competitive strategy.It is hoped that through research,on the one hand,it can guide the practice of the loan credit guarantee insurance of P company Hohhot branch,and on the other hand,it can provide reference for other development of similar business companies in China.