Research On The Development Strategy Of Digital Inclusive Financial Loan Business Of A Bank J Sub-Branch

Inclusive Finance is a term put forward and widely used by the United Nations in 2005.The basic meaning of inclusive finance is: a financial system that can effectively and comprehensively provide services to all social sectors and groups.Inclusive finance can effectively support the development of small and micro enterprises,and further play the role of ensuring employment and promoting economic growth.With the development of digital technology,financial institutions have integrated Inclusive finance and big data deeply.The appearance of digital inclusive financial loan business has further lowered the threshold of inclusive financial services,effectively controlling the cost of services,and it also provided financial institutions with the support of big data information to verify the authenticity of business operations,facilitating financial institutions to credit risk management,improving the efficiency of financial management.In 2020,J sub-Branch of Bank A launched the digital inclusive financial loan business,in order to quickly respond to the digital transformation requirements of the branch’s inclusive finance,the bank adopted the focus strategy of converting offline loans to online loans,and achieved rapid growth in the digital inclusive financial loan business in a short time.However,with the implementation of this strategy,Bank A’s J branch has encountered problems such as a slowdown in the growth of digital inclusive financial loans,insufficient product market competitiveness,inadequate business management,and poor customer experience.This article uses PEST environmental analysis method and Porter’s Five Forces analysis model to analyze the internal and external environment of the digital inclusive financial loan business of Bank A’s J branch,and constructs a SWOT-AHP hierarchical analysis model for empirical analysis.Through research,it has been found that Bank A’s J branch is a strong financial institution that should fully leverage its brand influence,accurately target customer groups based on the characteristics of digital inclusive financial loan products,improve product competitiveness,actively explore the digital inclusive loan market for small and micro enterprises,link network points,radiate surrounding business districts,and actively build customer expansion channels to seize the opportunity in the fierce competition of inclusive financial loan business.Based on Porter’s competition theory,analyze the Overall cost leadership strategy,Focus strategy,and differentiation strategy,and propose the need to adjust the competitive strategy of digital inclusive financial loan business from the focus strategy to a differentiated competitive strategy.Based on the actual situation,propose an implementation plan for differentiated competition strategy,proposing differentiated implementation plans from four aspects: product service,product pricing,customer acquisition channels,and promotion.Propose guarantee measures for the implementation plan from four aspects: corporate culture,talent cultivation,financial resources,and internal control compliance.Finally,the J branch of Bank A preliminarily verified the effectiveness of implementing differentiated competition strategy through six months of implementation.Through the research in this article,it is hoped that it can bring new business growth points for the digital inclusive financial loan business of Bank A’s J branch,provide analytical methods for strategic selection in the future development path,and also provide reference and practice for interbank financial institutions.A Bank J Branch needs to fully leverage the advantages of state-owned banks,continuously explore the inclusive financial market in the region,focus on talent cultivation,enhance marketing and customer acquisition capabilities,attach importance to customer service,and provide high-quality digital inclusive financial loan services for small and micro enterprises in the region.