A Research On The Repositioning Strategy Of G Finance Company

In recent years,being the financial institutions set up by large group corporations,finance companies in our country have engaged in a business model of managing and operating capitals centrally.Against the background of the large group corporation,finance companies can achieve this business model by way of absorbing internal deposits and offering financial services to the other companies within the group corporation.After many years of development,with the help of many inherent advantages and internal conveniences,finance companies have gained rapid development in areas such as asset scale,revenue and profit.However,issues such as severe homogeneity in assets,lack of innovation in products and services,unclear positioning also occurred among these finance companies,which require proper solutions.With the help of insights gained in the field of management and various analytical tools such as competitive advantage theory,PESTEL model,Porter's Five Forces model,value chain model and VRIO Model,this thesis uses the G Finance Company established by G Automotive Group Corporation as a case to analyze the competitive strategy of finance companies.After analyzing the general competitiveness of G Finance Company with PESTEL model and Porter's Five Forces model and upon highlighting the importance of G Automotive Group Corporation's overall value chain to enhance competitiveness via the value chain model,this thesis dissects the primary resources of G Finance Company with the VRIO Model.Based on these theoretical models mentioned above,a conclusion is reached in terms of G Finance Company's competition strategy,which is that the current cost-leadership strategy G Finance Company adopts cannot bring it continuous increase in its competitiveness,therefore adjustments are needed.From the analysis above,the major conclusions for this thesis are: G Finance Company should implement differentiation strategy under the precondition of providing industry chain financial services to the companies along the upstream and downstream of the auto industry.It should transition its role from centrally managing capitals within G Automotive Group Corporation and providing low-cost financing services to companies within the group corporation to that new role of forming differentiations at some links during the entire process of satisfying the financial demands from companies related to the upstream and downstream of the auto industry,thus differentiating itself from its competitors(mostly commercial banks),establishing an advantageous position for itself.