The Research On Competitive Strategy Of Personal Consumer Loan Business Services For Hunan Changyin 58 Consumer Finance Corporational Limitd

Consumer finance companies,as a new thing in China,are of great significance for the effective of China’s financial market.As of 2020,there are 31 approved consumer finance companies in China.Facing the fiercely competitive consumer finance market,consumer finance companies must fully tap their own advantages and find suitable development models if they want to survive and gain profits.This paper makes an in-depth study on the external environment of Changyin 58 consumer finance company by using PEST analysis method;combined with the five forces model,this paper analyzes the competitive situation of the industry and sort out the opportunities and threats faced by the company;combined with the actual situation of Changyin 58,the advantages and disadvantages of the company are confirmed.After analyzing the company’s positioning and strategic objectives,through the matching analysis of centralization strategy,differentiation strategy and cost leadership strategy,a comprehensive competitive strategy scheme is formulated for the company: as a company that has just passed the start-up stage,under the actual situation that its human,material and financial resources are not strong enough,Changyin 58 should focus on centralized competitive strategy and make use of geographical advantages,develop strengths and avoid weaknesses,focus on region,customer base,products and marketing channels,play a steady and steady way,gradually open up the situation and occupy the market.At the same time,supplemented by differentiation strategy and cost leadership strategy,give play to its advantages of flexibility,innovation and youth,innovate products and customize services,and attract customers through personalization.Relying on the advantages of shareholders and bank background,stabilize capital pricing,broaden financing channels and reduce capital and operating costs.Then,this paper focuses on the implementation steps,safeguard measures and expected implementation effect of the Changyin 58’s market focus.The purpose of this research is to make the competitive strategy of personal consumer loan business,through the in-depth analysis of Changyin 58,in order to help the company survive facing the fierce competition,achieve differentiated development,and essentially improve the ability of financial services of personal consumer loan.