Research On The Market Strategy Of GSD Guarantee Corporation

The guarantee industry has been developing for 20 years since 1998 in China.With the tremendous support and active promotion from central departments and local governments,it has developed rapidly,playing an important role in small business finance.Nevertheless,most of the companies in the industry only engage in traditional loan guarantee business,with high risks and low returns.Founded in 2000,GSD Guarantee Corporation is wholly owned by XX investment group.Since its foundation,with the endorsement of government credit,as well as the relationship between XX Investment Group and banks in XXX area,the business has been carried out rapidly,and has achieved good economic and social benefits in daily operation.However,the company also faces many opportunities and challenges.On the one hand,XX investment group responds to the national policy appeal,regulates the behavior of guarantee companies,improves the awareness of risk and reduces the compensation ratio.On the other hand,XX investment group demands the subsidiary to expand the asset scale and improve the operating income.GSD guarantee company is facing the pressure of operating performance and needs to actively enhance the market occupancy.Based on the situation above,to begin with,the general situation of GSD guarantee company is analyzed from three aspects in the article,including:operation status,organizational structure,resources and profitability.Then,the political environment,economic environment,social environment and technical environment of the guarantee industry are discussed as well.The development status of the guarantee industry,demand of the regional guarantee industry and customer behavior are also involved in the disputation.The competitive situation of the guarantee industry is analyzed and the SWOT analysis of GSD guarantee company is conducted.Secondly,market segmentation of GSD guarantee company is advocated,and the standards suitable for GSD guarantee company's development are selected among many segmentation standards with segmenting and determining the target customer market of GSD guarantee company.Thirdly,the paper displays suggestions on the actual situation of GSD guarantee company and puts forward the target customer development scheme.Finally,in order to achieve the effective implementation of the market development strategy,it proposes optimization views on the system reform,human resource policy,capital and technology of GSD guarantee company.