A Study On The Competitive Strategy Of The Real Estate Credit Business Of J Bank Guangdong Branch

In recent years,the government published a serious of regulations and policies to control the house price and adjust the economic structure.Among all the business operated by the commercial banks,credit service is the key business,and the credit service for the real estate industry is an emphasis for the commercial banks because it is a crucial source of income.CRBC(China Banking Regulatory Commission)also have published related regulations.Moreover,with the fast development of the economic globalization,Chinese economy is more and more affected by the international economy.A large number of joint-stock banks,local banks and foreign banks also post a threat to the real estate credit business of J bank.In this case,how to maintain the status of J bank and prompt its fast and healthy development in the real estate credit business need to be seriously addressed.Thus,this article focuses on this issue,studies the competitive strategy of the real estate credit business of J bank Guangdong Branch and puts forward some related supporting measures.Some data has been modified in this paper,and cannot be used in professional research.This article mainly studies the real estate credit business of J bank Guangdong branch.Firstly,by analyzing the external environment,this article concludes the opportunities and threats of J bank by employing PEST analysis method and the five-force model.The policies enforced by the nation and Guangdong Province provide a variety of opportunities for J bank,however,it also faces the fiercer competition,increasing bargaining power of suppliers and consumers and more credit risks.Secondly,by analyzing the internal resources and abilities,this article summarizes the core competence,strong points and weaknesses of J bank Guangdong Branch.After decades of development,J bank has a famous brand and many good clients,it also possesses plenty of branches,channels and employees.Moreover,J bank originates the housing rental credit service and has excellent marketing ability.On the other hand,J bank does not deal well with the issues of approval process,post-loan inspection and corporate-person linkage.At last,by employing SWOT analysis method,the author asserts that overall cost leadership strategy is not suitable for J bank anymore.Instead,it should adopt the differentiation strategy.When new business is developing,differentiation should be realized in products,services and customer choices.Besides,security methods,such as unifying the thoughts,perfecting the organization,stimulating the personnel and developing the culture,should be conducted to ensure the effective implementation of this strategy.