The Construction Of The Life Insurance Enterprise's Core Competitiveness And Applied Research

Although nowadays China's life insurance industry has achieved great progress to some extent, it is still confronted with some perplexity during the process of its development. Especially, after China entry into WTO, our life insurance enterprises encounter many quite formidable challenges when domestic market environment of life insurance industry enormously changing. The questions we could not evade go as follows:1.Under today's fiercely competitive circumstance, particularly facing competition with famous insurance enterprises with international brands after China entry into WTO, how could China's life insurance enterprises cultivate and reinforce the competence of market to acquire competitive advantages?2.How could China's life insurance enterprises gain continuous competitive advantages, attain enduring development, and accomplish a long-lasting undertaking?The research on these two questions matches well with the core problems of the theory of core competence, that is, (1) how could an enterprise produce unceasing competitive advantages? (2) how could an enterprise incessantly create and develop these advantages? And therefore this paper was based on how to construct the core competence of life insurance enterprises in order to resolve all kinds of problems that lie ahead.The author of this paper briefly retrospected the origin of the core competence theory and its developing trend, and gave the definition and characteristics of the core competence of life insurance enterprise. The author believed that the core competence of life insurance enterprise was the aggregation of a series of core skills supporting life insurance enterprises' everlasting existence and development under long-time operating conditions , including the capabilities to open markets, create and develop, run funds, organization's learn, coordinate and integrate, and so on, which not only helped life insurance enterprise offer customers' surplus value hardto emulate by competitors, but also made life insurance enterprises form a resource to keep constant competitive superiorities. According to the characteristics of life insurance enterprise, the author made profound analysis on building up life insurance enterprise's core competence, depending on three factors of blazing new trails, organizing the learning organization, constructing enterprise's culture.Ultimately, the author probed some explosions on applying the theory of core competence into the life insurance marketing field and proposed the claim to build up eight life insurance marketing sub-systems, and create the life insurance enterprise with renowned brand.