H Bank Shenyang Branch Small Micro-Financial Services Situation Analysis And Development Strategy

The international financial crisis in 2008 put the small micro-financial services into public view of China for the first time, under the impact of the financial crisis, many small southeast coastal enterprises facing bankruptcy, commercial banks began to increase the proportion of small micro-financial business. Small micro-financial business started in a neglected position, the financial risks of small enterprises are difficult to control, the human cost of investment is higher, compared with commercial business banks are more willing to carry out business customers, small micro-financial business have a lot of potential development opportunities. With the gradual improvement of the interest rate market in our country, the commercial bank interest income will continue to reduce, the development of financial market makes the intensification of the financial disintermediation, Internet finance also put impact to commercial banks deposit resources, the commercial bank need to open up new profit area. joint-stock commercial bank establishes firstly micro finance development strategy, Minsheng Bank in 2009 proposed "be bank of private, small and micro enterprises, high-quality customer, China Merchants Bank proposed to put small and micro enterprises business as the focus of development. Duing to the innovation of marketing mode, product system and unique small micro-financical business philosophy, Minsheng Bank get huge profits.The institutions of providing small micro-financial services began to increase, in addition to the banks, micro credit company, P2P and other new financial services institutions have emerged one after another. The small loan companies of Alibaba group, relying on electronic business platform and data analysis of business credit level, calculate the loan amount, point to a new direction for small micro-financial concept. Although the emergence of various institutions, commercial banks are the main body for providing smal micro-financial services. Commercial banks in small micro-financial competition have their respective advantages, state-owned commercial banks has the advantage in the branch network and high-quality customer resources, joint-stock banks has the advantage in service efficiency and product innovation, local banks have more local small and micro customer resources, and risk control means is flexible. Relying on its own advantage to seize the small customer resources, banks put attation to innovation. Innovation of products focused on financing and settlement, the difficulty of small micro-financial businesses is high risky, and insufficient collateral or guarantees, some innovation of guarantee, for example introduction of third party guarantees, increase the flexibility for small micro-financial business. At the same time with the application of big data technology, some stronger banks deliver payment system to important enterprise, which make it can obtain the relevant sales transactions data, and banks can use accounts receivable or delivery right as guarantee to provide financing services. Settlement products are designed primarily to the enterprise customer payment, for example taxes, fees and procurement. From the 2009 commercial banks vigorously develop small and micro financial services to the present, the innovation of small and micro financial products also makes products homogenization serious, and the competition in small micro-financial sector gradually turned to non - financial services products and marketing ability. Under the constant increasing competition in small micro-financial business, how to select the future direction, build unique business, and contain market share, is an impotant problem in front of each bank.H bank is a joint-stock commercial banks set up earlier, since 2009 it has build the small micro-financial services business development strategy, and it has done a lot of work in financial products innovation and so on. The product system is comparatively complete, the risk control means is more perfect, and it also develop some specialty products, however the micro customer market share of H bank Shenyang branch is not high, partly because Shenyang branch develop the micro finance business lately compared to the south branch of H Bank. There are some problems in the business process, mode of marketing, team building and so on. How to play their own advantages to expand the customer resources, and how to improve the quility of small micro-financial business has become the urgent problem to solve. The paper has analysed the H Bank Shenyang Branch small micro-financial development status in multiple perspectives, combined with actual situation and other banks, focuses on the analysis of existing problems and reasons of H Bank Shenyang Branch small micro-financial business, and puts forward the corresponding countermeasures, has the practical significance for the H Bank Shenyang Branch to optimize and develop small micro-financial business, and also has the referential significance for the study how to carry out small micro-financial business and select the development direction by commercial banks.This paper is divided into four parts.The first part is the introduction, which mainly explains the background and significance of the topic, research content and methods, as well as innovation and deficiencies.The second part The small micro-financial services of H Bank Shenyang Branch development present situation analysis, from the basic situation, product structure, marketing mode, industry competition, the four aspects analyse the small and micro financial development status of H Bank Shenyang Branch.The third part The small micro-financial existence question and the reason analysis of H Bank Shenyang Branch, the paper puts forward the four main problems that the small micro-financial business development faces, and analyse the cause of the problem.The fourth part The improve meansures for H bank small micro-financial services. In the four aspects of product structure, business efficiency, marketing and team building, the paper put forward specific countermeasures, and the small micro-financial services development direction of H Bank Shenyang Branch.