GH Company Internet Consumer Financial Product Competition Strategy Research

With the improvement of domestic economic level and the change of national consumption concept,and under the role of scientific and Technological Development and the large-scale popularization of the Internet,the Internet consumer finance industry has gradually developed and become increasingly hot.However,in recent years,due to the gradual tightening of regulatory measures,the operation and development of Internet consumer finance companies do not have great advantages in terms of capital.Therefore,the current profit model,that is,the model of earning interest margin,can not get long-term development.Therefore,this thesis selects GH company as the research object,studies the industry environment and business development faced by the company,and considers how to implement the future development strategy of Internet consumer financial products.Firstly,this thesis reads and analyzes the relevant materials and documents of Internet finance,and explains why it is necessary to complete the transformation of financial business under the current background of the times.After that,it introduces some theories related to strategic management and the strategic analysis tools used.Aiming at the research object selected in this thesis:GH company,it studies the competitive environment where the company is located and the macro environment faced by its current development,and points out the existing opportunities and external threats,combined with the resources owned by the enterprise,The defects and advantages of enterprise management are analyzed;Finally,combined with the application of quantitative strategic plan matrix,the most suitable competitive strategy and supporting safeguard measures for GH company are determined.The research conclusions of this thesis include the following four points:(1)as far as the research on the external environment is concerned,with the development and innovation of Internet technology,there are few obstacles in the technological development of the Internet of finance.Both financial related institutions and other institutions regard digital transformation as a very key link in their development strategy,Therefore,in the current Internet financial market,GH company needs to face unprecedented competition;(2)After a comprehensive study of GH’s internal resource endowments,this thesis points out that GH should consider implementing the strategy of developing its strengths and avoiding its weaknesses,give full play to its own resource advantages,and implement the differentiated competition strategy,so as to reduce the possibility of homogeneous competition with competitors and enhance the characteristics of its products,Thus,on the basis of meeting the basic needs of customers,further expand their needs,so as to achieve business expansion;(3)From the perspective of strategy implementation,in terms of services,we should try to make the services or products issued by the company in the market different,comprehensively simplify the product handling process,provide more types of products and services,provide services based on Inclusive Finance for small and medium-sized enterprises,and build an internet financial platform with outstanding characteristics;In addition,in terms of marketing,we should also change marketing ideas,make concerted efforts to layout online and offline,implement accurate and feasible marketing objectives,implement reasonable marketing strategies,and publicize with the help of various media,so as to play a positive role in promoting the shaping of product image;Finally,we need to be more efficient in risk management,use big data and other technologies to realize the intelligence of risk management and ensure the compliance of business development;(4)For the purpose of ensuring the implementation of the strategy,the following guarantee measures are implemented:first,improve human resource management ability,establish perfect recruitment,training,promotion and assessment processes,and optimize various mechanisms;Secondly,strengthen financial management,pay attention to the development of core business and maintain the continuous growth of the company’s income level;Thirdly,update the management concept and supporting management system,and promote the chain of management;Finally,optimize the business process,including building a perfect feedback mechanism and simplifying the way of business development.