| Nowadays,micro and small enterprises developed steadily,which was inseparable from the economic development and people’s livelihood in Shenzhen.As a state owned joint-stock commercial bank,A bank(Shenzhen Branch)rooted in local economic market for a long period and had rich experience in related business,which are unique advantages and conditions to develop credit business for small and micro enterprises.As a pioneer of state owned joint-stock commercial banks in China who introduced Micro Credit business model,A bank(Shenzhen Branch)had rich experience and advanced technology in this field.However,since 2016,A bank(Shenzhen Branch)is facing new development bottleneck,for instance,the slow growth of the money lending business for small and micro enterprises and aggravation of NPL etc.The main reason is that the current business model can not satisfy demands of scale growth.Hence,the study aims to explore the way of A bank(Shenzhen Branch)to realize optimization and transformation as well as the way to satisfy the diversified demands of small and micro enterprises in the new trend,which can better help them to promote the development.This article put A bank(Shenzhen Branch)as the object of study,systematically analyzed and summarized financial services for micro and small enterprises.The article used PEST,SWOT and other tools to analyze the situations and competitiveness of financial business of micro and small enterprises.In the same time,based on the strategy analysis structure,it confirmed the status of A bank(Shenzhen Branch)in Micro Credit sector.Besides,it combines the specific development situation of A bank as well as macroeconomic situation and suggested a series of measures from business model,organizational model and business model etc.and made the theoretical promotion strategies to stimulate A bank(Shenzhen Branch)to achieve its goal effectively and promptly.In addition,it gave the suggestions that build the marketing model---‘based on customers’ and risk management –centered credit model,processed with differentiation strategy,make the target-oriented and personalized services for micro and small enterprises,which can show the outstanding competitive advantages of A bank(Shenzhen Branch). |
