Research On The Development Strategy Of Enterprise Loan Business Of Y Branch Of S Commercial Bank

S Commercial Bank was officially established in January 1998,and Y sub branch was officially opened in Foshan City,Guangdong Province in May 2015.Since its opening,the enterprise loan business has been an important business of Y sub branch.The objects of enterprise loan of Y sub branch are group companies,small and medium-sized enterprises and micro enterprises,mainly small and medium-sized enterprises.In terms of enterprise deposit and loan scale,in 2016,the enterprise deposit scale of Y branch of s Commercial Bank was 325 million yuan,and the loan scale was 280 million yuan;in 2017,the enterprise deposit scale was 545 million yuan,and the loan scale was 351 million yuan;in 2018,the enterprise deposit scale was 495 million yuan,and the loan scale was 296 million yuan.It can be seen that in the past three years,the non-performing rate of corporate loans has increased.By 2018,the non-performing rate of corporate loans was 1.87%.At the same time,since 2018,the economic downward pressure in Foshan City,Guangdong Province has continued.PMI has been under the boom and bust line for a long time,the transformation of traditional industries has been difficult,the profitability of pillar industries has declined,and small and micro enterprises have been greatly impacted by the market.At the same time,as far as the industry itself is concerned,influenced by Internet finance,national policies and other factors,the development of financial industry in Foshan City has slowed down in recent years,and various banks have different degrees of risks.Multiple adverse factors bring pressure and challenges to the development of banking business and risk management.As the main business of the bank,the development of enterprise loan business is very important.Stabilizing enterprise loan business has become the core of the overall competitive strategy of Y branch of s commercial bank.Therefore,based on the research object of Y-branch behavior of s Commercial Bank,this paper combs the current situation and existing problems of Y-branch's loan business,studies the macro environment and industry environment of Y-branch's enterprise loan business development with PEST analysis and Porter's five forces model,and makes strategic analysis from four aspects of advantages,disadvantages,threats and challenges with SWOT analysis method,and obtains the current Y-branch's enterprise The difficulties faced by the development of industrial loan business are mainly manifested in five aspects:first,fierce competition in the same industry;second,problems in employee management and incentive;third,the slow progress of enterprise loan product innovation and service differentiation;fourth,the decline of enterprise loan scale and interest income;fifth,the rise of non-performing rate of enterprise loan.On this basis,through the analysis of the development strategy and the determination of the strategic objectives of Y sub branch,two strategic types,market penetration strategy and market development strategy,are selected for the development of Y sub branch's enterprise loans.Five strategic implementation suggestions are put forward:first,strengthen market penetration and development;second,strengthen staff management and performance evaluation;third,optimize the business process and service system of enterprise loans Fourth,improve the marketing system;fifth,strengthen the management of corporate loans and risk prevention and control.At the same time,the paper gives four strategic implementation guarantees-organization guarantee,performance appraisal guarantee,information technology guarantee and corporate culture guarantee,aiming to promote the sustainable development of corporate loan business in Y branch of commercial bank.