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论文编号：	11647
作者编号：	2320170557
上传时间：	2020/6/19 15:22:25
中文题目：	JX消费金融公司的企业战略研究
英文题目：	A Study on the Enterprise Strategy of JX Consumer Finance Company
指导老师：	方磊
中文关键字：	战略；战略管理；消费金融；
英文关键字：	strategy; strategy management; consumer finance;
中文摘要：	消费金融在西方已经有很长的历史，市场及法律环境相对比较成熟。在我国，虽然以信用卡形式的消费金融从1985年发行的国内第一张信用卡以来已经获得了飞速发展，然而直到2009年颁布《消费金融公司试点管理办法》后才真正开启了小额、高频、无抵押、无担保消费金融的发展。近年来，受国家利好政策以及消费升级的影响，消费金融呈现出井喷式发展趋势。广阔的市场发展前景，使得越来越多的商业主体投入消费金融行业，市场竞争日益激烈。同时，随着互联网、电子商务的发展，曾经以线下场景为主的JX消费金融公司面临了巨大的挑战。基于企业面临的问题，本文希冀通过对JX消费金融公司的企业战略研究找到解决企业困境的思路，促进企业的业务增长、提高企业竞争优势。 本文以战略管理、消费金融相关理论为基础，结合中国消费金融行业的特点，分析了JX消费金融公司所面临的宏观环境、行业竞争环境以及企业内部环境的能力和资源，通过SWOT总结概括了企业面临的机会和威胁，优势和劣势。然后，基于战略环境的分析，提出了企业的愿景、使命及总体战略目标，从企业战略的角度，提出了企业提高竞争力、保持竞争优势的公司层战略、经营层战略选择以及战略实施措施。在公司层战略，提出企业应选择资源外取的战略，通过战略联盟方式提高在资金、消费场景的优势，增强公司层战略的协同作用。在经营层战略，提出通过差异化竞争战略弥补金融产品同质化的缺点，从渠道多样化、产品差异化、服务差异化吸引客户、占领市场，实现企业的独特竞争优势。最后，为了确保战略实施，本文提出JX消费金融公司在组织结构、人力资源管理、风险管理和金融科技四个方面的相关战略保障措施。 本文通过对JX消费金融公司的企业战略研究，找到了解决企业当前所面临的问题思路，提出了促进企业业务增长、增强竞争优势的战略选择和措施，为消费金融行业其他公司的企业战略研究提供了借鉴，有利于促进消费金融行业或具有类似商业模式的企业加强企业战略的研究，从而为企业找到合适的战略选择和措施，增强企业的竞争优势。
英文摘要：	Consumer Finance has already developed for a long time in western countries, and the consumer finance market and legal environment is relatively mature. Though Consumer Finance conducted through bank credit card starting from 1985 has rapidly developed, Consumer Finance business, in the form of small amount, high frequency, no mortgage and no guarantee, has actually stepped into high development from 2009 after the enforcement of Administrative Measures on Pilot Scheme for Consumer Finance Companies. In recent years, Consumer Finance shows the booming development trend, which has attracted more and more business entities stepping into this fierce market competition. Along with the rapid development of internet and electronic commerce, JX Consumer Finance Company has faced more and more challenges under their traditional offline business mode. In view of the problem faced by JX Consumer Finance Company, this paper is expecting to find the way to deal with this problem through the research on enterprise strategy to stimulate the business and enhance the competitive advantage. On the basis of strategic management, consumer finance theory and combined with the characteristics of Chinese Consume Finance Market, this paper has analyzed the internal and external environment faced by JX Consumer Finance Company, and summarized the opportunities, threats, advantages, disadvantages through the analytical tool of SWOT. Next, this paper has put forward the mission, vision and goals of the company in terms of analysis on the strategic environment. Then, this paper has analyzed the company’s strategic choice and adopting measures from the perspectives of company strategy level and business strategy level. In company strategy level, this paper suggests to adopt the strategy by strategy alliance, which will mainly focus on capital and consumer finance scenario, along with the target of synergistic effect. In business strategy level, this paper proposes to adopt differentiation strategy to fix the disadvantage of product homogeneity in consumer finance product to attract customer and domain the market by means of omni-channel, differential loan product, and differential service. Last, this paper has proposed to adopt relative measures in the four aspects of organization structure, human resource management, risk management and fin-tech to help the implementation of strategy and finally achieve the strategic goal. This paper has raised the way to deal with the present problems faced by the company，stimulate the company’s business and enhance the competitive advantage from the perspective of the enterprise strategy. In addition, this paper would be a good reference for the enterprise strategy research for other consumer finance entities, which may encourage the research on enterprise strategy in consumer finance field and other similar market entities with similar business model to figure out reliable and suitable strategies and strategic measures to enhance the company’s competitive advantage.
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