| With the rapid development of China’s social economy and the rapid improvement of national living standards,environmental pollution and resource waste have attracted high attention from the government and the public.Under the goal of "carbon peak" and "carbon neutrality",the synergy between financial institutions and the government has become the focus of attention.China’s green low-carbon industry will also receive a large amount of capital investment and develop rapidly.Green credit will promote sustainable social development,promote the development of green economy,and reduce the financing costs of green industries.In the future development process of commercial banks,green credit business will become a new trend for green development.It will help banks achieve sustainable development goals,reduce credit risks,and improve profitability.This paper selects YC Commercial bank,which has a good business situation and the widest coverage of individual investors,as a case study.based on CSR theory and sustainable development theory,this paper analyzes the development of green credit business of YC Commercial bank and discusses the optimization strategies for its business development through literature review,case study,interview and questionnaire survey.First,the article outlines the development of green credit business of YC Commercial bank and summarizes its problems,such as insufficient innovation of green credit products,limited customer acquisition ability and channels,high cost of green credit business,and imperfect risk control system.Secondly,the article analyzes the main reasons for the problems,including the financial technology capability to be improved,insufficient marketing and promotion efforts,risks in green credit projects,and neglecting the construction of risk control management system.again,the article uses PEST tools to analyze the macro environment in which YC Commercial bank is located.The article uses the Porter’s five forces model to analyze its external competitive environment and points out the real opportunities for the development of green credit business in the industry.This paper uses SWOT analysis to analyze the strengths and weaknesses,opportunities and threats faced by YC commercial bank,and clarifies that YC commercial bank should choose the SO-type diversified development strategy model.Finally,this paper proposes the design ideas and principles of green credit business development strategy for YC commercial bank,and suggests that YC commercial bank should optimize its green credit business development strategy in five aspects: focusing on product innovation,expanding market channels,enhancing customer service,controlling costs and risks,and focusing on talent training.A possible innovation of the paper is that it takes a “two-carbon” green development perspective.A multi-dimensional interview and questionnaire survey was conducted with a stakeholder group of YC commercial banks.Through a large amount of first-hand information obtained from the interviews,the author extracts data,distills opinions and develops analytical arguments in order to optimize its green credit business development strategy and help it create a differentiated profit advantage and achieve sustainable development. |
