Research On Development Strategy Of Huarong Xiangjiang Bank Online Consumer Loan Business

It has been eight years since Huarong Xiangjiang Bank was reorganized and established.By the end of 2017,the total assets reached 314.5 billion yuan.With the rapid development of other businesses,the online personal consumption loan business has been developing slowly relatively,and there are many weak links,which affect the speed of development and the quality of business.These problems are closely related to the external environment,such as macro environment,industry development environment and so on.At the same time,they are also closely related to the internal factors such as the lack of overall planning for the development of this business,the lack of risk identification and prevention ability,and the lack of marketing promotion ability of Huarong Xiangjiang Bank.By analyzing the macro-environment of Huarong Xiangjiang Bank,investigating the overall development situation of the online personal consumption loan industry and the interbank products,this paper summarizes the current situation of business development and internal management,analyzes the advantages,disadvantages,opportunities and challenges,clarifies the business development goals.Based on the empirical analysis of 2012 regional(Hunan Province)market demand samples,the results show that product structure design,interest rate pricing intervals,business promotion channels,service delivery channelshave a greater impact on business development,and then redesign the product elements,product processes,and formulate customer positioning strategy,the product development strategy,Risk management strategy,market Marketing strategy.In view of the possible obstacles in the implementation process,the paper plans the safeguard measures for the development strategy,performance appraisal and salary determination mechanism,human resource policy and so on.The research results have practical significance for the development of online consumer loan business of Huarong Xiangjiang Bank.At present,the development strategy has been implemented in Huarong Xiangjiang Bank one after another.From the actual situation,there are certain effects,which can promote the development of business and improve the competitiveness of the bank in the long run.At the same time,the formulation and implementation of business development strategy can enrich the case study of traditional banks,especially urban commercial banks in the field of online consumer loan business,and provide a reference for the development of online consumer loan business of urban commercial banks.