| Big data technology is popular all over the world,has a profound impact on the competition pattern,and has become an important factor in promoting economic and social development.In order to comply with the development of the times and seize market share,financial enterprises are actively promoting management innovation and technological innovation.In recent years,affected by the state’s multiple rounds of macro-control over real estate and the loan concentration management system,the growth rate of personal housing loans has slowed down and the market expectation has weakened.As a large traditional mortgage bank,how to keep up with the pace of the reform of the real estate industry and the era of digital economy,accelerate the transformation of business philosophy,realize business transformation and high-quality development on the premise of meeting regulatory requirements,and revitalize the traditional mortgage brand is a major problem that the whole bank needs to face.This paper takes the core competitiveness theory,dynamic competition theory and resource-based view theory as the theoretical basis.On the basis of the existing theoretical research results,using the methods of literature research,questionnaire survey and interview,and using the analysis tools such as pest,five forces model,value chain and SWOT,this paper demonstrates whether the alternative competitive strategy of bank Z is feasible,and discusses the implementation and guarantee measures of the feasible competitive strategy.The study found that although the industry competition of Z bank’s housing loan business has intensified,it should still grasp the current regional policy dividend of Jinan,make full use of the opportunities of high-quality economic development and broad-based potential customers,break through the encirclement with digital operation and face the industry challenges.Bank Z should pay special attention to the impact of concentration management policy on the development of individual housing loans,make full use of influential brand resources and perfect risk management system to improve business competitiveness.After the feasibility demonstration of the three alternative strategies,it is considered that bank Z should adopt differentiated competition strategy to improve the competitiveness of personal housing loan business.In the process of implementation,focus on the four dimensions of product,business process,marketing and service differentiation,and ensure the implementation of differentiated competition strategy by strengthening the cultivation of a differentiated,digital and customer-centered corporate culture,strengthening human resource management,strengthening risk management and technology development.The innovation of this paper is mainly reflected in two aspects:one is to put forward the differentiated competition strategy of housing loan business.Through in-depth analysis of the characteristics of personal housing loan business under the new situation and the advantages and disadvantages of Z bank’s personal housing loan business,this paper explores the differentiated competition strategy suitable for Z bank’s personal housing loan business,so as to promote the business to achieve high-quality development.The second is to clarify the application of big data technology in improving the competitiveness of personal housing loan business,such as intelligent risk control and precision marketing.Focusing on the goal of improving the competitiveness of Z bank’s personal housing loan business,this paper regards data as a key factor of production,makes full use of the development achievements of digital economy,innovates products and business processes,and reshapes the business operation and management mode.Due to the lack of experience and ability,qualitative analysis is often used in problem research,and quantitative analysis is relatively few;The data analysis of competitive participants is still lacking. |
