山东再担保股份有限公司竞争战略研究

发布时间：2018-03-27 15:30

本文选题：竞争战略　切入点：担保行业　出处：《山东大学》2015年硕士论文

【摘要】：担保作为一种保护债权人实现债权的法律制度,是当今市场经济中不可或缺的基本制度之一。随着我国改革开放和市场经济体制的建立,中小企业快速发展,融资难成为制约中小企业最突出、最普遍的问题,信用担保应中小企业的发展需求而生,是解决中小企业融资难,扶持中小企业发展的有效措施。山东再担保股份有限公司最早成立于2009年9月份,是山东省委、省政府为应对国际金融危机,切实缓解中小微企业融资难,扶持中小微企业发展,促进全省经济社会协调发展而设立的专业再担保机构。目前公司提供的主要产品包括：一般保证再担保及连带责任保证再担保、联合担保和体系反担保等再担保业务；流动资金贷款担保等常规担保业务,以及项目贷款、融资租赁、委托贷款等创新类担保业务等。竞争战略是在企业总体战略的制约下,指导和管理具体战略经营单位的计划和行动。随着经济增速下行压力与产业结构调整叠加,中小企业经营难度增加,部分中小企业盈利能力、还款能力不足,这使得以中小企业贷款担保为主业的担保行业业务急剧萎缩、代偿明显增多且盈利能力明显下降,担保业务的发展困境为山东再担保股份有限公司的生存与发展带来较大挑战。在此背景下,本文对山东再担保股份有限公司竞争战略的选择与实施进行研究,首先对其所处的经营环境进行分析和评价,得出其外部环境中存在的机会有(1)政策扶持力度加大；(2)需求持续增长；(3)行业整合带来进一步发展空间；(4)行业壁垒较高；(5)技术环境优越。面临的威胁主要有：(1)监管环境相对滞后；(2)融资渠道不通畅；(3)风险补偿机制缺位；(4)银行合作地位不对等带来的风险；(5)担保机构产品单一同质竞争加剧。与同行业企业相比,具有的优势包括：(1)外部关系资源优越；(2)区域优势；(3)稳定的高管及业务团队和丰富的行业运作经验；(4)良好的品牌；(5)良好的风险控制能力。存在的劣势有：(1)组织结构有待优化；(2)文化建设有待完善；(3)专业人才匮乏；(4)产品多样性不足；(5)部分融资产品运作时间较长。并且通过外部因素评价矩阵对外部环境进行综合定量评价得分为3.059分,内部因素评价矩阵得分为2.923分,说明山东再担保股份有限公司外部环境中的机会大于威胁,内部优势大于劣势。然后,在此基础上通过QSPM矩阵对公司竞争战略的选择进行了定量评价,差异化竞争战略的得分最高,说明山东再担保股份有限公司应当采用差异化竞争战略,并提出了主动营销以实现营销方式差异化、强化创新以实现产品结构差异化、塑造品牌以实现企业形象差异化和提升能力以实现内部管理差异化四条实施途径。最后基于公司的实际情况,从优化组织结构、变革企业文化、完善人力资源、重视财务管理和强化风险控制几方面提出了差异化竞争战略实施的保障措施。本文基于竞争战略理论基础,通过科学的战略分析工具对山东再担保股份有限公司的外部环境和内部条件进行梳理和分析,有利于公司管理层明晰企业生产经营现状和竞争态势。同时,通过定量评价选择了适合山东再担保股份有限公司的竞争战略,并基于公司的实际情况制定了相应的实施途径,有利于提升山东再担保股份有限公司在动态环境中的竞争能力。
[Abstract]:Guarantee is a kind of legal system to protect creditors to realize the creditor's rights is one of the indispensable basic system in today's market economy. With the establishment of China's reform and opening up and the market economy system, the rapid development of small and medium-sized enterprises, financing constraints of SMEs become the most prominent, the most common problems, credit guarantee should be the development demand of small and medium-sized enterprises and that is to solve the financing difficulties of SMEs, effective measures to support the development of small and medium-sized enterprises. Shandong re guarantee Limited by Share Ltd was founded in 2009 September, the Shandong provincial Party committee, the provincial government to tackle the international financial crisis, effectively alleviate the financing difficulties of small and micro enterprises, to support the development of small and micro enterprises, promote the provincial economy and social development and the establishment of the professional re guarantee institutions. Our products mainly include: provide general guarantee guarantee and joint liability guarantee and re guarantee, joint arm system The anti guarantee guarantee business; guarantee liquidity loans and other conventional guarantee business, as well as project loans, lease financing, entrust loan guarantee business innovation. The competitive strategy is restricted in the overall business strategy under the guidance and management of specific strategic business unit plans and actions. With the downward pressure on economic growth and industrial structure adjustment the small and medium-sized enterprise management overlay, the difficulty of increasing the profitability of some small and medium enterprises, lack of ability to repay, which makes the SME loan guarantee industry security industry business shrinking, compensatory increased significantly and profitability significantly decreased, development difficulties guarantee business for Shandong to guarantee the survival and development of the Limited by Share Ltd to bring greater challenges. In this background in this paper, Shandong reguarantee Limited by Share Ltd competition strategy research and implementation, first of all to the business Analysis and evaluation of the environment, that the external environment opportunities are (1) to increase policy support; (2) increasing demand; (3) the integration of the industry to bring further development space; (4) higher trade barriers; (5) technology. The threat environment is superior to: (1) the regulatory environment is relatively lagging behind; (2) the financing channel is not smooth; (3) the absence of risk compensation mechanism; (4) the cooperation of banks and unequal status risks; (5) guarantee single homogeneous product competition. Compared with the same industry, the advantages include: (1) external relationship resource superiority; (2) regional advantages; (3) the stability of executives and business team and rich industry experience; (4) a good brand; (5) a good risk control capability. The disadvantages are: (1) the organizational structure needs to be optimized; (2) cultural construction needs to be improved; (3) professionals the lack of production; (4) Lack of product diversity; (5) part of the financing operation of products for long time. And the external factors evaluation matrix on the external environment of quantitative comprehensive evaluation score of 3.059 points, the internal factor evaluation matrix, a score of 2.923, indicating Shandong reguarantee Limited by Share Ltd external environment opportunities than threats, internal advantages outweigh the disadvantages. Then, on the basis of through the QSPM matrix to the choice of competition strategy for the quantitative evaluation, differential competitive strategy of the highest score, Shandong re guarantee Limited by Share Ltd should adopt different competition strategy, and put forward the active marketing to realize the marketing mode difference, strengthen innovation to achieve product structure differentiation, brand building in order to achieve the enterprise image difference and enhance the ability to achieve the internal management of the difference of the four approaches. Finally, based on the actual situation of the company, from the optimization of group The structure of the organization, corporate culture, improve human resources, pay attention to financial management and put forward the safeguard measures of the differentiation strategy to strengthen risk control aspects. This paper based on the theory of competitive strategy, through the review and analysis tools of strategic analysis on Shandong reguarantee science Limited by Share Ltd's external environment and internal conditions, conducive to the management of the company clear layer of enterprise production and management situation and competition situation. At the same time, through the quantitative evaluation is selected for the Shandong Limited by Share Ltd to guarantee the competitive strategy, and based on the practical situation of the company to develop the implementation of corresponding approaches, is conducive to enhancing the Shandong reguarantee Limited by Share Ltd in the dynamic environment of competition ability.

【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.39;F271

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