The Research Of National Life Insurance Enterprises' Competitive Strategy In Post-WTO Era

With the increasingly opening of the life insurance market of China, National Life Insurance enterprises are facing more drastic competition than ever before. It is important for National Life Insurance enterprises to learn from advanced MultiNational Corporations and enhance their own competitive capability in the international market in order to catch up with the worldwide development of life insurance. This is a tough challenge. Therefore, for further development of National Life Insurance enterprises in the international market, it is very important to set up a developing strategy based on the current status of National Life Insurance.This thesis is devoted to present a developing strategy for National Life Insurance enterprises to improve their competitive capability in the international market after china joining WTO. This thesis firstly analyzes the current situation of National Life Insurance enterprises including the competition that National Life Insurance enterprises are facing and their current competitive capability. Strategic theory, real example analysis method and qualitative analysis method are used for the analysis. Based on the analysis, the developing strategy for National Life Insurance enterprises is proposed. The basic idea of this developing strategy is innovation from the basic management concept to Marketing tactics. Adjustment of the management structure to make it more efficient is the first step. It is also important to implement a new scheme of talent's development and management to improve the competitive capability of enterprises. Secondly, speed up the development of new products which are flexible and diversified insurance schemes. And it is required to have the unique characteristic for the provided service/product and the enterprise itself to be recognized in the international market based on the theory of difference strategy, 'people first' and 'sincerity 'will be the1principle of the management and the marketing strategy.Part of the strategy is practically tried in a life insurance company. A good outcome is achieved. It shows that with the developing strategies, the competitivecapability is improved. More efforts should be made in the future to implement the developing strategy to keep the Sustainable development of National Life Insurance enterprises.