本文選題：競(jìng)爭(zhēng)戰(zhàn)略　切入點(diǎn)：擔(dān)保行業(yè)　出處：《山東大學(xué)》2015年碩士論文

【摘要】：擔(dān)保作為一種保護(hù)債權(quán)人實(shí)現(xiàn)債權(quán)的法律制度,是當(dāng)今市場(chǎng)經(jīng)濟(jì)中不可或缺的基本制度之一。隨著我國(guó)改革開(kāi)放和市場(chǎng)經(jīng)濟(jì)體制的建立,中小企業(yè)快速發(fā)展,融資難成為制約中小企業(yè)最突出、最普遍的問(wèn)題,信用擔(dān)保應(yīng)中小企業(yè)的發(fā)展需求而生,是解決中小企業(yè)融資難,扶持中小企業(yè)發(fā)展的有效措施。山東再擔(dān)保股份有限公司最早成立于2009年9月份,是山東省委、省政府為應(yīng)對(duì)國(guó)際金融危機(jī),切實(shí)緩解中小微企業(yè)融資難,扶持中小微企業(yè)發(fā)展,促進(jìn)全省經(jīng)濟(jì)社會(huì)協(xié)調(diào)發(fā)展而設(shè)立的專(zhuān)業(yè)再擔(dān)保機(jī)構(gòu)。目前公司提供的主要產(chǎn)品包括：一般保證再擔(dān)保及連帶責(zé)任保證再擔(dān)保、聯(lián)合擔(dān)保和體系反擔(dān)保等再擔(dān)保業(yè)務(wù)；流動(dòng)資金貸款擔(dān)保等常規(guī)擔(dān)保業(yè)務(wù),以及項(xiàng)目貸款、融資租賃、委托貸款等創(chuàng)新類(lèi)擔(dān)保業(yè)務(wù)等。競(jìng)爭(zhēng)戰(zhàn)略是在企業(yè)總體戰(zhàn)略的制約下,指導(dǎo)和管理具體戰(zhàn)略經(jīng)營(yíng)單位的計(jì)劃和行動(dòng)。隨著經(jīng)濟(jì)增速下行壓力與產(chǎn)業(yè)結(jié)構(gòu)調(diào)整疊加,中小企業(yè)經(jīng)營(yíng)難度增加,部分中小企業(yè)盈利能力、還款能力不足,這使得以中小企業(yè)貸款擔(dān)保為主業(yè)的擔(dān)保行業(yè)業(yè)務(wù)急劇萎縮、代償明顯增多且盈利能力明顯下降,擔(dān)保業(yè)務(wù)的發(fā)展困境為山東再擔(dān)保股份有限公司的生存與發(fā)展帶來(lái)較大挑戰(zhàn)。在此背景下,本文對(duì)山東再擔(dān)保股份有限公司競(jìng)爭(zhēng)戰(zhàn)略的選擇與實(shí)施進(jìn)行研究,首先對(duì)其所處的經(jīng)營(yíng)環(huán)境進(jìn)行分析和評(píng)價(jià),得出其外部環(huán)境中存在的機(jī)會(huì)有(1)政策扶持力度加大；(2)需求持續(xù)增長(zhǎng)；(3)行業(yè)整合帶來(lái)進(jìn)一步發(fā)展空間；(4)行業(yè)壁壘較高；(5)技術(shù)環(huán)境優(yōu)越。面臨的威脅主要有：(1)監(jiān)管環(huán)境相對(duì)滯后；(2)融資渠道不通暢；(3)風(fēng)險(xiǎn)補(bǔ)償機(jī)制缺位；(4)銀行合作地位不對(duì)等帶來(lái)的風(fēng)險(xiǎn)；(5)擔(dān)保機(jī)構(gòu)產(chǎn)品單一同質(zhì)競(jìng)爭(zhēng)加劇。與同行業(yè)企業(yè)相比,具有的優(yōu)勢(shì)包括：(1)外部關(guān)系資源優(yōu)越；(2)區(qū)域優(yōu)勢(shì)；(3)穩(wěn)定的高管及業(yè)務(wù)團(tuán)隊(duì)和豐富的行業(yè)運(yùn)作經(jīng)驗(yàn)；(4)良好的品牌；(5)良好的風(fēng)險(xiǎn)控制能力。存在的劣勢(shì)有：(1)組織結(jié)構(gòu)有待優(yōu)化；(2)文化建設(shè)有待完善；(3)專(zhuān)業(yè)人才匱乏；(4)產(chǎn)品多樣性不足；(5)部分融資產(chǎn)品運(yùn)作時(shí)間較長(zhǎng)。并且通過(guò)外部因素評(píng)價(jià)矩陣對(duì)外部環(huán)境進(jìn)行綜合定量評(píng)價(jià)得分為3.059分,內(nèi)部因素評(píng)價(jià)矩陣得分為2.923分,說(shuō)明山東再擔(dān)保股份有限公司外部環(huán)境中的機(jī)會(huì)大于威脅,內(nèi)部?jī)?yōu)勢(shì)大于劣勢(shì)。然后,在此基礎(chǔ)上通過(guò)QSPM矩陣對(duì)公司競(jìng)爭(zhēng)戰(zhàn)略的選擇進(jìn)行了定量評(píng)價(jià),差異化競(jìng)爭(zhēng)戰(zhàn)略的得分最高,說(shuō)明山東再擔(dān)保股份有限公司應(yīng)當(dāng)采用差異化競(jìng)爭(zhēng)戰(zhàn)略,并提出了主動(dòng)營(yíng)銷(xiāo)以實(shí)現(xiàn)營(yíng)銷(xiāo)方式差異化、強(qiáng)化創(chuàng)新以實(shí)現(xiàn)產(chǎn)品結(jié)構(gòu)差異化、塑造品牌以實(shí)現(xiàn)企業(yè)形象差異化和提升能力以實(shí)現(xiàn)內(nèi)部管理差異化四條實(shí)施途徑。最后基于公司的實(shí)際情況,從優(yōu)化組織結(jié)構(gòu)、變革企業(yè)文化、完善人力資源、重視財(cái)務(wù)管理和強(qiáng)化風(fēng)險(xiǎn)控制幾方面提出了差異化競(jìng)爭(zhēng)戰(zhàn)略實(shí)施的保障措施。本文基于競(jìng)爭(zhēng)戰(zhàn)略理論基礎(chǔ),通過(guò)科學(xué)的戰(zhàn)略分析工具對(duì)山東再擔(dān)保股份有限公司的外部環(huán)境和內(nèi)部條件進(jìn)行梳理和分析,有利于公司管理層明晰企業(yè)生產(chǎn)經(jīng)營(yíng)現(xiàn)狀和競(jìng)爭(zhēng)態(tài)勢(shì)。同時(shí),通過(guò)定量評(píng)價(jià)選擇了適合山東再擔(dān)保股份有限公司的競(jìng)爭(zhēng)戰(zhàn)略,并基于公司的實(shí)際情況制定了相應(yīng)的實(shí)施途徑,有利于提升山東再擔(dān)保股份有限公司在動(dòng)態(tài)環(huán)境中的競(jìng)爭(zhēng)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.

【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F832.39;F271

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