Research On The Competitive Strategy Of Small/micro Enterprise Loan Business Of The GRC BANK

Small/micro enterprise is an important part of economic development in China.It plays a significant role in generating jobs and tax contribution.However,because of the limitation of the company scale and strength,lacking transparency in financial information and management level of lag,it is more and more difficult for small/micro enterprise to get loans from bank.Guangzhou Rural Commercial Bank CO.,LTD(hereinafter referred to as GRC BANK)has been taking small/micro enterprise loan business as one of the strategic business and providing with sufficient resources to support.This paper regards GRC BANK small/micro enterprise loan business as the research object and develops competitive strategy based on its internal and external environment.The paper firstly start the analysis from the external environment by using PEST analysis,Industry structure-scale analysis and Porter's five forces analysis,which find out the opportunities and threats for the development of small/micro enterprise loan business.The opportunities for the development of GRC BANK small/micro enterprise loan business are as follows: the state support the development of small/micro enterprise and small/micro enterprise loan business,more local enterprise resources and relevant preferential tax policy.On the other hand,less optimistic economic conditions,non-performing loan ration rising year by year,The great impact on the traditional small/micro enterprise loan business caused by Internet finance,the above problems are the threats for small/micro enterprise loan business.Then it comes to the analysis of the industry's internal environment.Starting from the development history of GRC BANK,the paper mainly discusses the management structure and development situation of GRC BANK small/micro enterprise loan business.Through the analysis of its resource and capacity,the strength and weakness of GRC BANK small/micro enterprise loan business are concluded.The strengths are as follows: more physical bank branches,short approval decision chain,strong asset,large product revenue.While there are some threats like big product risk,the single localization market and weak brand value.Based on the above analysis,the SWOT analysis of GRC BANK small/micro enterprise loan business is conducted so as to point out GRC BANK should make full use of its strength and weakness and take differentiated competitive route.At last,the long-term goal,medium-term goal and the current focus of GRC BANK small/micro enterprise loan business have been set up.The long-term goal is that based in Guangzhou,radiation to the pearl river delta,expand the market in south China and become the professional service bank of rural commercial bank small/micro enterprise loan business.While the medium-term goal is to make GRC BANK small/micro enterprise loan business bigger and stronger and build the enterprise brand for GRC BANK small/micro enterprise loan business so as to be the unique small/micro enterprise loan business specialist in Guangzhou and the pearl river delta.And the current focus is to relocate and plan the product,customer and risk,focus on making small/micro enterprise loan business with GRC BANK characteristics to make small/micro enterprise loan business bigger and stronger with the purpose of being in the first place of small/micro enterprise loan share in Guangzhou.Meanwhile,some relevant process to improve the small/micro enterprise loan business are put forward,which are perfecting management measures,improving the risk prevention and control ability,strengthening marketing and publicity,strengthening talent development and reform of small micro enterprise loan products so that there will be better and faster development of GRC BANK small/micro enterprise loan business.