Research On The Competitive Strategy Of Small And Micro Enterprise Credit Business Of C Bank In Fangchenggang City

This paper focuses on the research on the competitive strategy of the microcredit business of C Bank in Fangchenggang city.Due to the wide distribution of small and micro enterprises,the great potential of financing demand,the weak bargaining power and the key support of national policies,it has become a new direction for banks to optimize the allocation of resources,achieve business transformation and upgrading,and broaden the space for profit growth.C Bank gives full play to the mainstay role of the secondary branches of state-owned commercial banks in the economic development of Fangchenggang city,relying on its geographical advantages,integrates its internal resources,continuously improves the level of credit services for small and micro enterprises,and realizes the rapid development of financial services for small and micro enterprises.With the rapid development of the Internet and the wide use of new technologies such as big data,it has brought a huge impact on the traditional credit business model of small and micro enterprises of commercial banks.At the same time,with the deepening of interest rate liberalization and the deepening of the reform of the national financial system,the competition among commercial banks has become more intense.Through innovative products and optimized services,commercial banks have integrated the credit business of small and micro enterprises with Internet technology in order to compete for high-quality customer resources of small and micro enterprises.Faced with the fierce competition among commercial banks in Fangchenggang city and the increase in regional credit risk exposure brought about by the COVID-19 epidemic,C Bank’s credit business for small and micro enterprises lacks stamina.At the same time,in the development of small and micro enterprise credit business,C Bank still has some shortcomings,such as the organizational structure is not compatible with the new situation of business development,the combination of product innovation and regional characteristics is not close enough,and the risk control means are not compatible with the business structure,which leads to the decline of the competitiveness of C Bank in developing small and micro enterprise credit business and the bottleneck of business development.Through the comprehensive use of Porter’s five forces model analysis,PEST analysis,SWOT model analysis,EFE and IFE matrix analysis and other tools,the internal and external environment is analyzed,combined with the credit theory of small and micro enterprises,the basic competitive strategy theory,and taking into account the needs between banks and enterprises.Therefore,it is proposed that C Bank should implement the competitive strategy of focusing on differentiation in developing credit business for small and micro enterprises,take Fangchenggang city and its surrounding areas as the target market,promote service and product differentiation according to regional characteristics,diversify credit sources,accurately tap customer needs,strengthen the empowerment of science and technology to business,and broaden cooperation with Internet institutions.And this paper puts forward to improve the organizational structure,adjust the allocation of human resources,strengthen risk management guarantee,strengthen financial management,give full play to technical support and other safeguard measures to ensure the effective implementation of the strategy.