导　　师： 曾萍

学科专业： 1251

授予学位： 硕士

作　　者： ;

机构地区： 华南理工大学

摘　　要： 21世纪初，小额信贷业务开始全面试行并推广，随着小额信贷在我国的市场日趋成熟，对市场经济发展起到了重要的促进作用。一方面，以小额信贷业务为主的公司可以为个人、小微企业的经济危机提供资金支持，以帮助他们摆脱资金短缺问题；另一方面，该项业务可以作为国家财政收入的一个重要来源。然而，随着以小额信贷业务的不断发展，市场上类似的金融企业不断增多，各企业凭借小额信贷业务的独特优势不断提高市场竞争力。在激烈的市场竞争下，以小额信贷为主要业务、以个人为主要借款对象、小微企业为辅助借款对象的金融企业的战略决策能否与企业的发展规划和企业环境相协调将决定企业的竞争力。 本文从Y公司的整体竞争环境出发，在深圳市场的大背景下，根据企业的定位和优势制订战略，建立一个与企业需要向协调的竞争体系，保证企业的可持续发展。在市场经济发展的今天，已经有越来越多的竞争对手加入其中，Y公司同时也受到来自各方面的挑战。危机当前，如何提高自身的市场竞争力，确定总体竞争战略对Y公司来说至关重要。本文运用波特五力模型从供应商、购买者以及新进入的竞争者几个方面进行分析,接着分析了小额信贷行业面临的机会与威胁，机会主要有经济高速增长政府的支持、可替代者威胁较小和强大的客户群体；威胁则包含了风险控制的后期管理、同行竞争加剧、互联网金融等。 Y公司的资源，从服务亲和高效、贷款利率适中、定制贷款产品、贷款产品丰富、保证形式多样、贷款偿还灵活等多个方面进行了细致分析；之后定量分析了Y公司的能力与核心竞争力；最后，对Y公司的行业竞争优劣势进行了分析，优势资源包括了小额信贷产品、业务发展能力以及客户资源丰富；劣势主要从地方银行竞争、人才储备、贷款坏账率以及市场推广等几个方面进行分析。 最后运用SWOT分析得到Y公司的战略选择，主要从营销职能、风险控制职能、人力资源职能和投资融资职能提出Y公司战略竞争战略的实施与保障，以期为Y公司及同类行业的发展提供借鉴和参考。鉴于此，本文以Y公司为研究主题，以该公司小额信贷业务竞争战略为研究对象，剖析该企业业务发展中存在的问题及公司业务发展的市场竞争战略。 21st, the microfinance business began to try and promote micro credit, with the maturemarket in our country, to plays an important role in promoting the market economicdevelopment. On the one hand, the microfinance business company can provide financialsupport for individuals, Small and micro businesses of the economic crisis, to help them getrid of the problem of shortage of funds; on the other hand, the business can be used as animportant source of state revenue. However, with the development of micro credit business,the market similar financial enterprises continuously increase, each enterprise on themicrofinance business unique advantages to improve the market competitiveness. In the fiercemarket competition, the micro credit as the main business, to the individual as the main object,borrowing Small and micro businesses for strategic decision-making aided loan object offinancial enterprises can coordinate with development planning and business environment ofthe enterprises which will determine the competitiveness of enterprises. This article from the whole competition environment analysis of Y company, thebackground in the Shenzhen market, develop strategies according to enterprise's location andadvantages, build a and enterprises need to coordinate the competition system, guarantee thesustainable development of enterprises. In the market economy today, there have been moreand more competitors to join, Y also challenged from various aspects. The current crisis, howto improve their market competitiveness, to determine the overall competitive strategy iscritical to Y company. In this paper, using Potter's five forces model analysis from thesuppliers, buyers and new competitors in several aspects, and then analyzes the microfinanceindustry facing opportunities and threats, opportunities are government support, economicgrowth can substitute less threatening and strong customer groups; threats include postmanagement, risk control peer competition intensified, the Internet financial. The resources and advantages of Y Company is analyzed from the satisfying services,the moderate loan rate, personalized loan products, diversified load products, various forms,and flexible repayment forms. Quantitative analysis is conducted in terms of the capabilityand core competitiveness of Y Company. In the end the advantages and disadvantages of YCompany are analyzed. The advantages mainly include the products of micro credit, thebusiness development capability, and resources of clients. The disadvantages include thecompetition from local banks, the talents reserve, the rate of bad account, and the marketpromotion. Through SWOT, the strategic choice for Y Company is generated, which serves as theguarantee for the implementation of the competitive strategy from marketing functions, riskcontrol function, and human resource function. Hopefully, this will provide reference for YCompany and other companies in the industry. In view of this, the author takes Y Company asthe research subject, and the microfinance business competitive strategy as the research object,analyzes the problems existing in the development of enterprise business.

关 键 词： 竞争战略 小额信贷 外部环境分析 资源能力分析

分 类 号： [F832.39]

领　　域： [经济管理]