Analysis On The Competitive Strategy Of A Branch's Credit Business Of Technology-based Small And Micro Enterprise

Financing difficulty of small and micro enterprises is a common phenomenon in the current financial field.With the rise of many science and technology parks with clear orientation,outstanding industrial characteristics and broad prospects for development,the good growth of these small and micro enterprises in the park is favored by financial institutions.Through the analysis of the internal and external environment of ICBC A Branch in expanding the credit business of small and micro enterprises of science and technology type,this paper puts forward its competitive strategy,promotes it to expand new market space in the fiercely competitive credit market,and creates sustainable competitive advantage.Firstly,this paper explains the background and significance of the research,expounds the research contents,methods,ideas and framework of this paper,and summarizes the concepts and credit characteristics of small and micro enterprises of science and technology type,the concepts and levels of enterprise strategy,strategic analysis tools and basic competitive strategy theory.This study provides a theoretical basis.Based on the theoretical tools of PEST analysis,Five Forces Model and SWOT analysis,this paper analyses the internal and external strategic environment faced by branch A in expanding the credit business of small and micro enterprises with science and technology.On this basis,the feasibility of cost-leading strategy,differentiation strategy and focus strategy is analyzed.Based on QSPM matrix,it is proposed that branch A should be implemented.It also puts forward the specific implementation of the differentiation competition strategy from the product,service,marketing and other fields.It also puts forward the safeguard measures from the aspects of process improvement,human resources,risk control and so on,so as to promote the landing and implementation of the differentiation competition strategy.This paper puts forward the competitive strategy of branch A to develop credit business of small and micro-enterprises of science and technology,so as to promote the better and faster development of small and micro-enterprises of science and technology,and achieve the goal of win-win between banks and enterprises.