Study On The Competition Strategy Of Cmb Financial Leasing Company

Financial leasing is a different trading model from traditional leasing,installment and mortgage,with functions such as investment,financing,promotion and asset management.In 1952,the American leasing company was established and became the starting point of the modern financial leasing industry.At this time,the financial leasing industry flourished,especially in the years after the financial crisis,the global leasing business continued to grow.Especially after entering the 21 st century,the compound lending growth rate of the financial leasing industry is above 11%,while the global GDP growth rate is only 8% during the same period.From this perspective,financial leasing has become a means of financing outside of banks and securities in developed countries.In China,the financial leasing industry began in the early 1980 s.The shortage of funds has seriously restricted China's reform and opening up.In order to promote foreign investment and promote reform and distribution,the government has formulated a leasing policy to explore ways to attract foreign investment.Although it has experienced nearly 20 years of growth,China's financial leasing industry is still developing slowly.However,we also see that the penetration rate of China's financial leasing in 2017 is only 9.8%,far lower than the penetration rate of 15-20% in developed countries,so its development stage is still at a low level.CMB Financial Leasing Company was established by China Merchants Bank.Its main business is financial leasing,which has solved the financing needs of nearly 1,500 companies and institutions.CMB Financial Leasing Company is committed to building the company into an industry expert with sustainable development competitive advantages and strong professional service capabilities,and has become the best financial leasing company in China.In order to achieve the above strategic objectives,China Merchants Bank Financial Leasing Company has deepened the comprehensive cooperation with China Merchants Bank,utilized the resources advantages of the parent bank to ensure the company's good operation and sustainable development,further enhanced its risk management capabilities,and continuously improved asset quality.In addition,CMB Financial Leasing Company must also develop its own competitive strategy,and take the differentiated path through innovation to maintain its leading business strength in the financial leasing industry.In this context,this article takes CMB Financial Leasing Company as a case to comprehensively analyze the internal and external environment of all aspects of CMB Financial Leasing Company.Firstly,it analyzes the macro environment of China Merchants Bank's financial leasing.Through the PEST method,CMB Financial Leasing Company is currently in a highly competitive market environment;through SWOT method,it analyzes and analyzes the advantages and disadvantages of CMB Financial Leasing Company Compare three competition strategy theories.The conclusion is that the competitive strategy of CMB Financial Leasing Company should be differentiated and centralized.Of course,in order to ensure the implementation of the competitive strategy,efforts should be made to improve the company's human resources management and information system construction.