The Research On Competitive Strategy Of Zhongjing International Finance Leasing

Financial leasing originated in the 1950 s and first appeared in the United States.After more than 70 years of development,in the world,both the scale of the industry and the total volume of business(i.e.the contract balance)have made great progress.In the western developed countries,it has become the second largest financing tool after bank credit.In the 1980 s,financial leasing spread to China.With the deepening of reform and opening up,the whole industry is developing rapidly.Compared with traditional financing tools such as bank credit,financial leasing has many advantages in solving the financing problems of small and medium-sized enterprises,such as low threshold,simple loan procedures,flexible repayment methods and so on.However,as of 2017,the penetration rate of domestic financial leasing has only reached 7.38%.Compared with 32.1% in Europe and 40.6% in North America in the same period,the penetration rate of domestic financial leasing is still at a low level,and the growth space in many industries is still large.Taking "Zhongjing international financial leasing(Shenzhen)Co.,Ltd."(hereinafter referred to as "Zhongjing international")as an example,this paper explores how to formulate a competitive strategy suitable for the development of our company on the premise of fully combining the advantages of internal and external environment and resources.Based on the strategic management theories of pest,Porter’s "Five Forces Model",value chain model,SWOT model and red and blue ocean strategy,this paper makes a systematic study of "Zhongjing international",and makes a comprehensive analysis of the company’s macro,meso and micro environment to formulate the company’s competitive strategy.At the same time,I hope that the research based on Zhongjing international can provide some reference for the development of domestic "independent third party" financial leasing companies.