Research On The Competitive Strategy Of Personal Credit Business Of Lan Zhou Rural Commercial Bank

After years of extensive and rapid development of Lan Zhou Rural Commercial Bank,various businesses,especially personal credit business,has entered a bottleneck period,the net growth of individual loan expansion is slow,and the quality of credit assets continues to decline.Personal credit products lack competitiveness and the driving force for sustainable development,personal credit business competition strategy has been difficult to guide the current business development.Through an in-depth analysis of the internal and external environment and core competitiveness of the personal credit business of Lan Zhou Rural Commercial Bank,this paper compares the development process,current situation and main problems of the personal credit business of Lanzhou Agricultural and Commercial Bank with that of the same industry.combined with the existing business model to conceive the innovation model and development trend of personal credit products.Through strategic management analysis methods such as macro environment analysis tools(PEST analysis),industrial environment analysis tools(five forces model analysis),internal and external advantages and disadvantages matrix analysis and strategic choice tools(SWOT analysis,QSPM matrix),this paper explores the competition strategy of personal credit business which is suitable for the characteristics of Lan Zhou Rural Commercial Bank.Through the strategic management analysis method and combined with the current business and comprehensive situation of Lan Zhou Rural Commercial Bank,it is concluded that the differentiation-based and cost-leading individual loan business competition strategy is the most suitable for the current development.At the same time,establish specific strategic implementation measures for institutional reform and integration of resources,subdivision of customers to achieve service differentiation,precision marketing to achieve product differentiation,and strengthen cost control to implement the financial budget,and safeguard measures such as optimizing performance appraisal,opening up career channels,setting up talent teams,and operating in accordance with the law.This paper formulates a quarterly meeting plan which can evaluate the implementation effect of the strategy and adjust in time according to the actual situation,and provides targeted suggestions for the high-quality development of individual loan business of Lan Zhou Rural Commercial Bank.