Research On Ping An Bank Branch In Haikou Of Small Micro Financial Business Pperation

With the continuous development of SMEs in China, the banks of China havebecome active to small micro financial expansion,exploring small micro financialservice models shows strong momentum of development. Ping An Bank as one ofthe joint-stock commercial banks, is always one of the most dynamic of the bank onthe banks system, but in recent years it has been faced with large enterprise customerchurn problem, and with the development needs of their own, that promote thedevelopment of small micro finance up to the level of enterprises strategy. Haikoucity, as the provincial capital established later, its level of total economy and theeconomic aggregate is relatively low, large industrial and commercial enterprisesless, economic development in tourism and related industries, in recent years, withthe development of tourism and Hainan international tourism island policyintroduced, emerged a large number of small enterprises, the serving for local smallmicro businesses brings development opportunity for Ping An Bank Haikou Branch。Ping An Bank Branch Haikou operates more than10years in local realities. At theend of2013, it’s deposits is1.1millions, compared with Ever bright Bank thatrepresenting the market at the same time, it’s only less than half of the other.Thedeposits、loans and profitability indicators are in bottom of all the Ping An banksystem. Since2012, China Merchants Bank, Shanghai Pu dong Development Bank,China Min sheng Bank and China CITIC Bank have settled in Hainan, China CITICBank’s depose reached to8billion in just six months. In addition with Haikou’sunderdeveloped commodity business, low economic output, Ping An Bank HaikouBranch faces multiple difficulties such as weak foundation, intense industrycompetition and limited marketing resources, how to break through many difficulties, out of its own reform and development become the primary problem forthis bank.As Ping An Bank has been concerned about the growth of SMEs silver,it sets up a small business finance division for SME customers to provideprofessional, comprehensive financial services, as well as the full line of superiorresources of Ping Group’s consolidated financial resources. The head office’sstrategic planning for small and micro finance provides a strong condition for thesurvival and development of Ping An Bank Haikou Branch, so how to combinepractical, explore the way of develop small and micro finance business with it’s ownsituation has The meaning of huge for Haikou Branch of Ping An Bank.This paper considered Ping An Bank branch in Haikou small micro financialbusiness as the research object, comprehensively used case analysis, documentanalysis, qualitative analysis and consulted a large number of literature review, knewthat Haikou branch launched small micro financial business can not only help thebank to obtain the development, also can help small and micro businesses learn thefinancing of this problem. The paper took the market environment as background,based on Ping An Bank, this perspective on the development of Small and microbusinesses financial business as a starting point, analyzed problems of China PingAn Bank branch in Haikou in the small micro financial business operations, and usedSWTO analysis further to analyze environment and competition situation of ChinaPing An Bank in developing micro financial business, analyzed the problemsexisting in it. This paper considered Ping An Bank Haikou branch as the researchobject, through the analysis of present situation and problems, put forward perfectmeasures for the existing problems.