Research On The Business Strategy Of Small And Micro Enterprises Credit Business Of Song Yuan Branch Of ICBC

The business objectives of small and micro credit business of Songyuan Branch under Industrial and Commercial Bank of China are keeping the leading position in the same industry within the jurisdiction scope and continuing on up than the last year within the scope of Jilin Branch,however,affected by the market environment and non-performing loans,Songyuan Branch has suffered from the gradually decreased market share since 2012,what's worse,it is low-ranking in the secondary branches in Jilin Province for many consecutive years.As for Songyuan Branch,it is very important to redefine the small and micro credit business strategy under the double pressure of ICBC and the horizontal competition.Considering that business strategy is one of the main methods to enhance the competitiveness of modern enterprises,the effective business strategy is good for enhancing the comprehensive competitiveness of small and micro credit business in Songyuan Branch.Given this,the development tendency of small and micro credit business will depend on the strategy selection and implementation in the future.The analysis of this article on the external environment of Songyuan Branch is reflected on three aspects,which are the macro analysis,the industry environment analysis and the micro analysis.In the macro analysis,with the regard to the analysis on the economic environment,the direction of strategic implementation with the theme of “transform the concept,develop the innovative business” is obtained;with the regard to the political environment,under the double functions which are the big advocation of the country for the banks to focus on the support of small and micro enterprises and the strengthened control of the China Banking Regulatory Commission on the chaotic phenomenon of banks,credit management tactics should be taken care of and compliant to the regulations with practicality and effectiveness as the pre-condition.In the industry environment analysis,conduct the research on the credit development of the bank industry for small and micro enterprises,it is suggested that many commercial banks in the field of credit management for small and micro enterprises are providing the financial services for the small and micro enterprises with innovative business mode,especially some city commercial banks,they are actively trying the mode of “investment and credit linkage” which provides a new thinking for the development of credit for small and micro enterprises.In the micro analysis,the region where Songyuan Branch is located is gradually transforming from a traditional city based on resources to a modern city with a diversity of industries which has a certain function of pushing the development of the credit business for small and micro enterprises.The internal analysis of Songyuan Branch is embodied in the business activity,vertical comparison and marketing ability,in such case,the leading brand effect,high-quality business development ability,benign competition in group,large basic customer group and sufficient asset strength are the obvious competitive advantages of Songyuan Branch;But,its competitive weakness includes staff aging acceleration,uneven human resources configuration,weakened marketing ability,insufficient market control,excessively tight risk control,insufficient marketing ability of product and opaque performance assessment.After analysing the internal and external environment in SWOT mode,Songyuan Branch confirms its implementation strategy of small and micro credit business and works out the business strategy based on competitive strategy and human resources management.Meanwhile,in order to carry out the small and micro credit business strategy successfully,Songyuan Branch has decided to reform its business risk consciousness,speed up the new product promotion,execute the performance management system strictly,enhance the market sensitivity,and optimize the credit management mode and so on.The author hopes to study on the small and micro credit business of Songyuan Branch to put forward the effective and feasible business strategy which can help Songyuan Branch to get rid of puzzledom and improve the gliding business performance in the aspect of small and micro credit business.In such case,Songyuan Branch can control and optimize the human resources management,competition management,product promotion,risk management and performance management to achieve its advantages to rank first in the small and micro credit business industry again.