Research On The Competitive Strategy Of Individual Credit Loan Guarantee Insurance Of PICC Jinan Branch

China’s economy has maintained a medium-to-high speed development in the past 40 years,along with the continuous upgrading of the consumption structure of residents,the concept of consumption has been updated,and the demand for financing at the social level has been increasing.Especially in recent years,the macro economy has stabilized and rebounded,enterprises have resumed work and production at an accelerated pace,the demand in the inclusive finance market has remained relatively strong,the prevention policy has been gradually optimized,economic life has gradually returned to normal,and governments at all levels have promoted the full implementation of consumption policies,reasonably increased consumer credit,and organized rich and diverse activities to promote consumption,which has brought more room for development for the financing credit guarantee insurance business.As the largest property and casualty insurance company in Asia,PICC has always been in a dominant position in terms of market share,but in recent years,the company’s business development has entered a bottleneck in the face of multiple tests from the comprehensive reform of motor insurance and various unfavourable factors.As a result,the company is targeting the non-vehicle insurance segment as a new business growth point,and among the non-vehicle insurance segment,the personal loan insurance business is a new entry point.Therefore,in this context,it is imperative for PICC Jinan to better develop its personal loan insurance business,enhance its core competitiveness and differentiate its business activities.Based on the theory of strategic management of enterprises,this thesis analyses the macro environment using the PEST model and the Porter’s Five Forces model to analyse the market environment of the personal loan insurance industry,and concludes that the external opportunities faced by the company are:policy support from the national and local governments,increased demand for capital due to the resumption of work and production by small and micro enterprises and people’s consumption,wide application of new technologies such as big data,cloud computing and AI,gradual strengthening of industry regulation to improve the business environment,etc.At the same time,it also faces threats such as banks sinking their customer base,tightening interest rate regulations that make it difficult for companies to cover high risk costs,high non-performing rates due to customers’ own lack of risk resistance,and the growing impact of alternatives such as internet finance.This thesis analyses the internal resources of PICC Jinan,uses the value chain to analyse the company’s capabilities,and quantitatively evaluates the key factors affecting the development of the personal loan insurance business through the EFE and IFE matrices.The company has advantages in terms of strong brand influence,intensive and extensive business network,rich stock of customer resources and strong capital strength,while the company has weaknesses in terms of organisational structure,technical resources,product structure,human At the same time,there are deficiencies in the company’s organisational structure,technical resources,product structure and human resources management.In this thesis,the company’s personal loan insurance business is combined with the actual operation of the company,through SWOT analysis,a variety of alternative strategies are formulated,and the QSPM matrix is used to quantitatively analyse the alternative strategies,and finally determine the implementation of a differentiated competitive strategy for the personal loan insurance business of PICC Jinan.Finally,the strategy implementation plan was formulated in four aspects:product design,marketing channels,business operation and customer service,and was matched with safeguards such as strengthening the implementation of corporate culture,furthering organisational reform,enhancing human resource management,promoting technological empowerment,strengthening financial management and improving the risk management system,in line with the development strategy and objectives of the personal loan insurance business.Through research and analysis,this paper hopes to provide implementable solutions for PICC Jinan’s competitive strategy for its personal loan insurance business,which is of great practical significance for PICC to maintain its existing market share,enhance its localization advantage and improve its profitability in the Jinan market,as well as strengthen the supply of inclusive finance and provide strong support for enterprises to resume work and production and consumer recovery in the post-epidemic period.