Research On The Competitive Strategy Of Retail Loan Business Of Bank A's Inner Mongolia Branch

Under the three major constraints of “capital”,“funding” and “supervision”,the retail banking loans of baking industry is difficult to sustain relying on its rapid expansion of the scale of assets.It must make changes to the connotation-based development.Optimizing business structure,improving the allocation of retail credit resources,boosting the overall profitability of retail loans,and thereby breaking the development bottleneck of retail loans.With the rapid development of the Internet economy,financial services have expanded from entities to various Internet based financial service activities.As a result,a new financial situation has emerged-Internet Finance.It is a huge innovation in the operation mode,market and flow of the entity's financial service activities,and also the inevitable result of the rapid development of the network information technology.As the retail loan products of various commercial banks are getting mature and their customer tends to be stable,it is urgent to transform retail lending business,grasp the changes in the times,tap into new customer groups and occupy the market in the fast-developing Internet era.With the analysis by SWOT analysis and Michael Porter five forces model of the development of retail loan business in Bank A Inner Mongolia Branch,this paper points out that the development of retail loans has entered a bottleneck period.The development of the next step is inseparable from the expansion of customer groups and product innovation.Retail business is not just business,but also customers.Only to seize the market opportunities,expand customers based on products,and improve customer adhesion,more customers and the leading position could be retained and maintained.Customer's expansion is inseparable from the promotion of products,and product development is relying on customer improvement.Therefore,in accordance with the strategic guidelines that traditional loan products are still in the dominant position,Bank A Inner Mongolia Branch can combine the development of internet finance with the traditional loan strategy,take the opportunity of campus loan and store owner loans as an opportunity to actively promote online loans and open the internet finance door to complete epoch-making transformation.