Research On The Market Expansion Strategy Of Y Bank's Consumer Credit Business

With the sustained and stable development of China's economy and society,the income of residents,especially low and middle income groups,has increased rapidly.At the same time,people's consumption concepts and desires are also changing,especially the new generation of young people has gradually become the main consumption force.They have shifted from focusing on savings to habitual credit consumption and early consumption,and from material consumption to more service consumption.they pay more attention to consumer experience and the pursuit of high-quality living consumption.Research shows that the contribution rate of the final consumption expenditure to GDP is increasing sharply year by year.Consumption has become an important force to promote China's economic development.Consumption driving will become a new engine and internal power for China's future economic growth.Since the "Thirteenth Five-Year Plan",the state has further proposed to use reform and innovation to remove the obstacles to the system and mechanism that restrict consumption expansion and optimize the consumption environment.The rapid growth of market subjects,as well as China's policies and market environment provide guarantee for consumer development,and provide a huge space for the consumer credit market.Y Bank like other commercial banks,is one of the major subjects in China's consumer financial market.With the continuous reform and innovation of enterprises,Y Bank has achieved many successful experiences in consumer finance.However,with the aggravation of competition and the change in consumer demand behavior,Y Bank has encountered some difficulties in the development of consumer credit business that need to be solved.Based on literature research,this paper sorts out relevant research results at home and abroad,summarizes the laws of the market structure,competitive environment,and demand characteristics of commercial bank's consumer credit business.Taking Y bank as a specific case study,it uses relevant theories and effective analytical models,such as the PEST environmental analysis framework,Ansoff product / market matrix model,and SWOT analysis tools,to clarify the problems,opportunities,and challenges of consumer credit business in current market expansion.Through collecting first-hand data and second-hand data,this paper analyzes the demand characteristics and competitiveness of the target customers,and then puts forward corresponding strategic suggestions.It aims to provide decision-making reference for the marketing strategy of Y bank's consumer credit business.