Research On The Competitive Strategy Of Personal Second-hand Housing Loan Business In Hohhot Branch Of Bank G

With the rapid development of financial market liberalization,internationalization and the deepening of China’s financial system reform,the business environment of commercial banks is undergoing profound changes.Under the background of complex and changeable external situation,increasingly stringent financial supervision and continuous adjustment of economic structure,the competition among banks becomes more intense.In the window period of the current round of rising housing prices in Hohhot area,as the core product of Huhhot Branch of G Bank,personal second-hand housing loans are urgently needed to formulate medium and long-term competitive strategies to enhance strengths and avoid weaknesses,seek advantages and avoid disadvantages,establish competitive advantages,and actively respond to opportunities and challenges.The research object of this paper is the personal second-hand housing loan business of G Bank Hohhot Branch.Through PEST analysis and Porter’s five-force model analysis,we can get the opportunities and threats of its development.Through resource capacity analysis,we can get the internal advantages and disadvantages of the enterprise.On this basis,we can get its strategic options through SWOT analysis.Based on the above analysis,it is concluded that the biggest advantage of G Bank Hohhot Branch lies in the large number of employees and wide distribution of outlets.At present,the homogeneity of personal second-hand housing loan products in the market is very high,but there are great differences in service and efficiency.Providing differentiated services will be the key to success or failure of commercial banks in this kind of business.Therefore,G Bank Hohhot Branch develops one.Second-hand housing loan business should choose a differentiated competitive strategy.At the same time,from the aspects of human resources,financial resources,channels,marketing,personal credit business and other departments,this paper puts forward the safeguard measures for the competitive strategy of personal second-hand housing loan business of G Bank Hohhot Branch.The significance of this paper is to enrich differentiate the application of strategic theory in the field of bank personal second-hand housing loan,to provide reference for banking financial institutions how to better develop personal second-hand housing loan business in the fierce competition,and to provide ideas for G Bank Hohhot Branch how to develop personal second-hand housing loan in the next step.