| "Guideline for Pilot Program of Micro-Credit Companies", which was jointly released by China Banking Regulatory Commission and The People’s Bank of China in May 2008. has seen the development of micro-credit companies in China.After more than 7 years of development, the industry of micro-credit has been an important part of China financial market with 8910 micro-credit agents and 941.2 billion market size. It has an indispensable effect on perfecting financial system and generalizing financial inclusion system.However, the development of micro-credit industry is ups and downs with a limited time span. From 2008 to 2012, both new agents’ number and credit scale developed with a high speed and the money effect of the industry is highlighted. Therefore, micro-credit companies became a magnet for investment for a while with private capital as main force. Since 2013, the development speed of the industry is slowing down year by year. The reasons are as follows. One the one hand, the obvious trend of decline and weak anti-risky ability intensify operating risk of small low-profit enterprises under more and more pressure of national economic downturn. On the other hand, traditional financial, presenting by banks, has targeted small low-profit enterprises and improvedloan service. The adjustment of tradition financial and the appearance of diversified product of new financial agents increase competitive pressure. Under these circumstances, more and more micro-credit companies decline in performance, increase risk asset and emerge liquidity risk. Some companies even face termination or liquidation. Investors for micro-credit industry become confused, not knowing what to do.Nevertheless, there are still some outstanding companies developing well with steady development, stable achievement and prominent brand value. Policy relaxation is very expected with "management of micro-credit company (exposure draft)" being taken advice by provincial local government.Therefore, the author chooses Sichuan AB Micro-Credit Company, the trade representative, as study object. This thesis is focus on its competitive strategy and strategy realization under the industry background with strategic management analysis tools. The author intends to provide suggestion for micro-credit companies based on his studies of the case.The thesis contains seven parts:the first part is introduction; the second part is reviewing of enterprise competitive strategy management theories and research status of micro-credit; then the author analyzes the external environment of Sichuan AB micro-credit company; the fourth part analyzes the internal environment of Sichuan AB micro-credit company; the next part SWOT and QSPM model are used to analyze the strategy and competitive strategy of Sichuan AB micro-credit company, and finally choose the competitive strategy; the sixth part the author studies the execution guarantee of the strategy through analysis of pricing, marketemployment, risk management, satisfaction assessment and talents construction; the last part is conclusion and suggestion for competitive strategy for micro-credit industry.The author intends to offer strategic management reference for confused micro-credit companies by the case study of Sichuan AB Micro-Credit Company with analyzing its choose, realization and guarantee of differentiation strategy. |
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