| Since the China Banking Regulatory Commission released the "Procedures for Pilot Management of Consumer Finance Companies" in 2009,consumer finance companies specializing in consumer finance began to appear on the market.In recent years,with the continuous development and maturity of the contemporary financial market,consumer finance has begun to occupy an increasingly important position in the financial market.As of September 2017,22 consumer financial companies had been established in China.However,at the same time,consumer awareness of consumer finance is still at an early stage.The government's promotion and supervision policies for consumer finance companies still need to be improved.Therefore,under this background,taking Z consumer finance company as the research object,it analyzes the internal and external environment and its own competitive strategy,and proposes the implementation approach and safeguard measures of the competitive strategy.In view of this,this paper uses literature analysis,comparative analysis and investigation analysis to study the competitive strategy of Z consumer finance company.First,the theoretical basis for the research on the competitive strategy of the Z consumer finance company is constructed through expounding the relevant theories of consumer finance,consumer finance companies and competitive strategies.Second,based on the analysis of the internal and external environment of the development of Z consumer finance company,using the SOWT method,Z consumer finance company are required to select a competitive strategy as a differentiated competitive strategy,and propose relevant implementation of the Z consumer finance company's implementation of a competitive strategy,Including ways and safeguards.The analysis found that:1)Macroeconomic policies,economic growth,and the improvement of the residents' social security system provided opportunities for the company's development;2)Problems in the consumer credit demand structure and imperfections in the credit system threatened the healthy development of the company;3)The company has internal advantages in terms of financial indicators,financing costs,shareholder support,etc.4)The company has deficiencies in products,marketing,risk control,and organization.Finally,in accordance with the competitive strategy analysis theory and practical strategic objectives,the company has established four approaches to the company's market strategy,product strategy,marketing model,and risk control,and further proposes to adopt 1)improve service levels;2)strengthen compliance management 3)Optimize the organizational structure;4)Strengthen the team building to provide guarantee for the implementation of the company's competitive strategy.By studying the competitive strategy of Z consumer finance company,we can provide reference for Chinese consumer finance companies to choose a competitive strategy and gain better development. |
