Research On Competitive Strategy Of Internet Consumer Finance Business Of GM Company

This thesis is about the research on the choice of competition strategy of GM’s consumer finance business.Recently,with the steady growth of the national economy and the improvement of people’s living standards and financial awareness,the foundation has been laid for the sustained and rapid development of the consumer finance industry.For a long time,consumption has been the primary driving force for economic growth.As a service role,consumer finance has gradually become more important with the expansion of market consumption demand.In 2021,China’s 14 th Five-Year Plan proposed to speed up the construction of a new development pattern of "dual circulation" and the strategy of expanding domestic demand and promoting consumption.Under the dual effects of policy support and further improvement of industry supervision,the consumer finance industry has entered a new period of development,which has promoted the competition of industry participants in subdivided tracks.As one of the participants,in order to win sustainable competitive advantage and achieve sustainable high-quality development,GM company should formulate and choose which competitive strategy is the focus of this thesis.This thesis takes GM Company as the research object,based on the theory of competitive strategy,firstly by establishing two paths of external environment analysis and internal environment analysis,using PEST analysis,Porter’s five forces model,competitor analysis,internal resource and capability analysis,combined with experts consultation data,a total of 20 influencing factors were selected.Based on this,this paper uses the SWOT analysis method to match and obtain three alternative competitive schemes of total cost leadership,differentiation and centralization,conducts a sampling survey of GM’s operating data,and makes a feasibility analysis of the three schemes combined with the company’s case.Thirdly,by improving QSPM matrix,AHP is used to measure factor weights,collect questionnaires and calculate weighted total scores.Quantify the best scheme.Finally,the guarantee scheme is proposed from the aspects of enterprise resources,culture,organization,manpower and innovation mechanism.The main point of this thesis is that GM’s consumer finance business should deepen the integration of online and offline customer acquisition channels,take advantage of its own advantages in digital technology and consumption scene resources,and adopt a differentiated competition strategy that is more suitable for the long-term development of the company.