Research On Competition Strategy Of Dalian GJZ Micro-finance Co.,Ltd.

Since the 1980 s, China introduced the micro-finance poverty alleviation model, the development of micro-finance industry in China has undergone four stages. On May 4, 2008, the "Guiding opinions on the pilot of the micro-finance company"(CBRC [2008] No. 23) was officially issued, which means that micro-finance industry in China has entered the commercial operation stage comprehensively.December 28, 2008, as the first batch of Liaoning Province, Dalian GJZ Micro-finance Co., Ltd. was formally established and opened in early 2009. After more than seven years of business development, the company achieved certain operating results and also faces many difficulties and problems. At present, the company is in non- performing loans collection, business stagnation, loss and other unfavorable situation. Therefore, this paper takes Dalian GJZ Micro-finance Co., Ltd. as the research object, the company competitive strategy as the research topic. The author hopes to be able to scientifically and reasonably apply the theory of enterprise management to the company's management practice, with the aid of MBA courses to learn, guidance from teachers and experts. At the same time to solve the problem of the company, for the next stage of the development to develop a suitable competitive strategy.In terms of research methods, at first, this paper uses PEST, Five Forces analysis method to analyze the external environment of the company, combined with macro and industry related data. The second, using the comparative analysis method to analyze the operating data of the company over the years, combined with the internal environment analysis method, trying to find the main problems existing in the company. Finally, using SWOT analysis method to determine the solution, so as to guide the development direction of the company.This paper is divided into seven parts: the first part is the introduction; the second part is the literature review and industry development overview; the third part is the external environment analysis; the fourth part is the company's internal environment analysis; the fifth part is the choice of the company competition strategy; the sixth part is the implementation and guarantee scheme; the seventh part is the conclusion.