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论文编号：	14407
作者编号：	2320213821
上传时间：	2023/12/14 10:24:22
中文题目：	H公司消费信贷业务竞争战略研究
英文题目：	Research on the Competitive Strategy of Consumer Credit Business of H Company
指导老师：	柳茂平
中文关键字：	消费信贷业务；竞争战略；集中差异化竞争战略；价值链
英文关键字：	Consumer credit business; Competitive Strategy; Focusing Differentiation Competitive Strategy; Value Chain
中文摘要：	消费作为拉动经济增长的三驾马车之一，在经济发展和研究中占据着重要地位。自2009年我国设立4家消费金融试点公司，经过十余年的发展，持牌消费金融公司已从最初的4家扩张到如今的31家。我国的消费金融规模不断扩大，市场参与者也从最初的商业银行、持牌消费金融公司扩展到包括商业银行、持牌消费金融公司、小贷公司（包括传统小贷公司和互联网小贷公司）、互联网金融平台在内的多种主体。面对巨大的市场发展空间和日益激烈的市场竞争，H公司作为首批4家试点消费金融公司之一，其消费信贷业务亟需探索适宜自身发展的竞争战略，构建竞争优势，扩张并稳固竞争地位。 本文运用波特竞争战略理论分析H公司消费信贷业务的竞争战略。首先从宏观层面对H公司消费信贷业务所处的一般环境进行了分析，分析得出目前的一般环境对于消费信贷的发展是极为利好的。然后，从中观层面对H公司消费信贷业务进行了产业环境分析，做了产业分组、产业细分和五力分析，并分析了产业演变阶段。通过分析，可以清晰看出H公司消费信贷业务的主要竞争对手及各自在产业的地位。最后从微观层面进行了H公司内部环境分析，分析H公司的发展历史及当前的情况。通过对内外环境系统的扫描分析，选择适宜H公司消费信贷业务的竞争战略，即集中差异化战略，其集中差异化优势即在获客、消费场景和品牌口碑方面构建自身业务拥有稀缺价值的市场竞争优势。最后，运用波特竞争战略的价值链理论进行集中差异化竞争战略的价值链细分与价值链构建，以差异化驱动因素构建价值链的系统措施的系统匹配性、相应的活动系统，构建竞争优势的难以模仿性，并给出价值链实施的保障措施，巩固提升H公司消费信贷业务未来的市场竞争地位。 通过应用相关理论对H公司消费信贷业务的情况进行全面分析，本文选定集中差异化战略作为H公司消费信贷业务的竞争战略并构建了适用其竞争的集中差异化价值链的系统构建措施，具有一致性和难以模仿性，有望提升H公司消费信贷业务在市场上的竞争水平。
英文摘要：	This thesis uses Porter's theory of competitive strategy to analyze the competitive strategy of Company H's consumer credit business. Firstly, the general environment of Company H's consumer credit business is analyzed from the macro level, and it is concluded that the current general environment is extremely favorable for the development of consumer credit. Then, the industrial environment of Company H's consumer credit business was analyzed from the meso-level, industrial grouping, industrial segmentation and five forces analysis were done, and the stage of industrial evolution was analyzed. Through the analysis, the major competitors of Company H's consumer credit business and their respective positions in the industry can be clearly seen. Finally, the internal environment analysis of Company H was conducted at the micro level to analyze the history of Company H's development and its current situation. Through the systematic scanning and analysis of the internal and external environment, the competitive strategy suitable for Company H's consumer credit business is selected, i.e., the focusing differentiation strategy, whose focusing differentiation advantage is to build a competitive advantage in the market that its own business possesses scarce value in terms of customer acquisition, consumption scenarios and brand reputation. Finally, Porter's value chain theory of competitive strategy is applied to the value chain segmentation and value chain construction of the focusing differentiation competitive strategy, to construct the systematic fitness by systematic measures to construct the value chain with differentiation drivers, the corresponding activity system, and to construct the inimitability of the competitive advantages, also give concrete measures to safeguard the implementation of the value chain of the focusing differentiation strategy so as to consolidate and enhance the future competitive position of Company H's consumer credit business in the market. By applying relevant theories to comprehensively analyze the situation of Company H's consumer credit business, this thesis selects the focusing differentiation strategy as the competitive strategy of Company H's consumer credit business and constructs the systematic construction measures of the focusing differentiated value chain applicable to its competition with consistency and inimitability, which is expected to enhance the competitive level of Company H's consumer credit business in the market. Consumption, as one of the three carriages driving economic growth, occupies an important position in economic development and research. Since China set up four pilot consumer finance companies in 2009, after more than a decade of development, licensed consumer finance companies have expanded from the initial 4 to 31 today. The scale of China's consumer finance has continued to expand, and market participants have expanded from commercial banks and licensed consumer finance companies to a wide range of entities, including commercial banks, licensed consumer finance companies, microfinance companies (including traditional microfinance companies and Internet microfinance companies) and Internet financial platforms. In the face of huge market development space and increasingly fierce market competition, Company H, as one of the first four pilot consumer finance companies, is in urgent need of exploring a competitive strategy suitable for its own development in its consumer credit business, building competitive advantages, expanding and stabilizing its competitive position.
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