Research On The Development Strategy Of Personal Loan Business In Small Loan Center Of D Bank

With the deepening of financial system reform,interest rate marketization is gradually put on the agenda.Under the financial disintermediation,Internet finance,capital supervision and other factors,the overall structure of commercial banks is undergoing unprecedented changes.The marketization and opening degree of China’s banking industry has been rapidly improved under the situation that large state-owned banks have been listed one after another,joint-stock banks have developed rapidly,and foreign banks have entered one after another,which has also intensified the competition among commercial banks.At the same time,with the continuous improvement of domestic economic level,the improvement of residents’ quality of life and the change of consumption concept,commercial banks have gradually realized that it is of great significance to develop personal loan business.In addition,with the characteristics of high profitability,strong liquidity,more classification and risk dispersion,personal loan business has become an irreplaceable pillar business of commercial banks.In short,the market of personal loan business has gradually become a new blue ocean of banking competition.Bank D is a city commercial bank,which has a certain business foundation.The small loan center of bank D is a specialized loan institution.However,for a long time,it has paid more attention to the company business and relatively despised the retail business,which has hindered the development of personal loan business.Facing the adjustment of macro policy and the change of economic environment,the small loan center of bank D needs to assess the situation and formulate development strategies and measures suitable for itself according to its own characteristics,so as to improve the competitiveness of the industry.In this context,this paper takes the personal loan business development of D bank small loan center as the research object,through the literature research method,to understand the research status at home and abroad;secondly,through the analysis of the development status of the personal loan business of the small loan center of bank D,the problems existing in the business development are put forward,and the causes are analyzed;then,PEST analysis method,Porter’s five forces model and SWOT Combined with the analysis method,find out the advantages,disadvantages,opportunities and threats of the small loan center of bank D in personal loan business.Under the guidance of the development goal of the organization,combined with the analysis results,determine the development strategy;finally,put forward the specific implementation measures under the strategy,in order to solve the problems in the current situation of personal loan business of bank D small loan center,and on the basis of its future development The exhibition put forward some valuable suggestions to improve the core competitiveness of its personal loan business.