Study On The Competitive Strategy Of He Xin Dai Company In Beijing

With the development of economy and society,various economic entities have diversified and personalized demands for financial services,posing severe challenges to traditional financial services in China.The demand of small and micro enterprises in China for capital financing,transfer payment and information intermediary services is also increasing year by year.The rapid development and progress of Internet technology and information technology,especially mobile Internet technology,provide technical support,ideas and environment for the development of Internet finance.The rapid development of China's e-commerce has provided market and social conditions for the development of China's Internet financial industry.China's Internet financial enterprises have mushroomed like the establishment.Since July 2018,China's Internet financial enterprises(P2P online lending platforms)have been continuously "thundering" and "exploding",increasing the financial risks in China,the government and financial regulatory departments have strengthened the supervision of the Internet financial industry.He Xin Dai Company in Beijing is P2 P online loan company whose main business is small loan,in the highly competitive Internet finance industry,How does the He Xin Dai Company in Beijing maintain its competitive advantages is a problem worth studying in depth.Based on this,this paper takes the He Xin Dai Company in Beijing as the research object,and deeply studies the competitive strategy of it.This paper adopts PEST method and porter's five forces model to analyze the external macro environment and industry competition environment faced by the He Xin Dai Company in Beijing,and analyzes the opportunities and threats faced by the He Xin Dai Company in Beijing;This paper analyzes the internal environment of the He Xin Dai Company in Beijing from two aspects of internal resources and capabilities,and analyzes the advantages and disadvantages of the He Xin Dai Company in Beijing.Based on the opportunities and threats faced by the He Xin Dai Company in Beijing and the advantages and disadvantages of the He Xin Dai Company in Beijing,The SWOT matrix analysis method is used to construct the SWOT matrix of the He Xin Dai Company in Beijing,and the competitive strategies of the He Xin Dai Company in Beijing are proposed based on the analysis.This paper argues that the He Xin Dai Company in Beijing's competitive strategy should be preferred SO strategy(growth strategy)and ST strategy(diversification strategy),mainly includes: brand strategy,"three rural" market strategy,internationalization strategy,product differentiation strategy,product innovation strategy,diversification strategy,development strategy of private Banks and business integration strategy.To ensure the implementation of the competitive strategy of the He Xin Dai Company in Beijing smoothly,this article gives some advises from six aspects such as strengtheningexternal supervision for the Internet financial enterprise,improving the internal management,strengthening the construction of talent team,strengthening the cost control and optimization of the risk control system,perfecting the assessment mechanism to safeguard the competitive strategies of the He Xin Dai Company in Beijing.Finally,this paper points out the shortcomings and prospects of this research.