Research On Competition Strategy Of Jewelry Mortgage Loan Business Of CG Jewelry Company

With the development of economic globalization,the jewelry industry has been changing constantly,the level of consumer consumption has been improving continuously,and the jewelry industry has experienced the growth of brand management from the original small workshop to the present,and has become the hot industry in the consumption system.However,the domestic policies,the invasions of international brands,the rapid development of the industry and the improvement of the industrial environment make the Chinese jewelry industry in a special period of opportunity and challenge.At present,the homogenization of jewelry industry products is very prominent,which shows that the competition of jewelry industry has changed from the stage of product competition to the stage of marketing mode competition.At the same time,the huge impact of the international financial crisis on the luxury goods industry can not be ignored.In this complex and changeable environment,China's jewelry industry faces more problems and challenges,and the risks and threats to the development of its industrial subjects are also greater.All affect and restrict the healthy development of Chinese jewelry industry.How to seize the opportunity,avoid the risk,develop fast and steadily,become jewelry company urgent problem to solve.In recent years,as a result of the regulation of national monetary policy,the flow of cash from banks into the private market has been greatly reduced,in many cities,the situation of queuing loans,banks have been unable to meet the demand for loans.As a capital-intensive jewelry industry,with bank lending conditions more stringent than before,many money-hungry jewelry companies have turned to powerful jewellery companies for financing,some powerful jewelry companies have started to expand similar "small loans" business,but small loans due to the size of the loan,but also the need for property or vehicles as collateral,loan rates are more volatile bank loans.Often can not satisfy the jewelry industry to use the money demand.CG Jewelry Company provides strong support for its jewelry mortgage business by building up its own internal resources and strong capital reserves in the jewellery industry.The internal and external development environment of mortgage lending industry is more complicated,and the CG have more problems themselves,such as lack of long-term strategic planning of enterprise competition,unclear strategic intention and implementation,internal management system,imperfect mechanism,and so on.Based on the theory of strategicmanagement of enterprise competition,this paper analyzes the internal and external environment of CG,and identifies the main internal advantages and disadvantages as well as external opportunities and threats.This paper focuses on analyzing and adjusting the strategic orientation principle,product differentiation strategy and market concentration strategy of CG Jewelry Company.In order to better guarantee the smooth implementation of enterprise strategy,this paper puts forward concrete implementation plan for different competition strategy,and puts forward corresponding strategies implementation safeguard measures from five levels: organization structure,human resources,fund guarantee,operating platform and risk control.This research uses the strategy management theory of enterprise competition as the research support,systematically and normative studies the related problems of CG jewelry mortgage loan business,the comprehensive support of the theory application and the professional application of the research technology make the research process more normative and rigorous,the research conclusion has the corresponding specialization,credibility and operationally.