The Research On Competition Strategy Of Pingan Life Insurance Jishou Branch

The development and aims of any enterprises are led by their management strategies. Pingan Life Insurance Jishou Branch, a rapidly developing enterprise, confronts a series of problems, such as changing external environment, the more fierce marketing competition, threats from both home and abroad etc., Based on the company's actual situation, puting emphasis on combining practice with theories, and some analysis on insurance environment of Jishou City and the internal conditions of the company, this paper makes an operable strategy which meets the development of the company to assist it to obtain its goal and sustainable development. A standardized, full-scaled strategy management mainly includes the following three stages: strategy analysis; choice of and comments on strategy; strategy practice. The mission of the company should be examined closely and confirmed before making strategy analysis.Firstly, this paper makes a brief description of the commercial insurance, the current situation of the Chinese insurance industry, and overall development of Jishou insurance. Then based on the above descriptions, it analyzs the general situation as politics, laws, economy, social culture which the company confronts, and the industrial situation as newcomers'threats, competition with already existed industries, substitutes of new products, and customers'bargain ability; and also on the internal visible and invisible resources, human resources; the company's research and exploiting abilities, management and sales, the ability of managing human resources, financial and service abilities and the capability of integrating strategic enterprise culture. In addition, according to the results of strategy analysis, this paper makes the analyses of SWOT, carries out strategy design and choice from the perspectives of Cost Leadership Strategy, Production Differentiation Strategy and Focus Strategy, and makes strategic evaluation as to applicability, feasibility and acceptability. Finally, based on the differentiation and centralization of life insurance products, service and sales channel; talents and technology; brand, credit, culture and management mechanism, this paper makes an elementary scheme on the competition strategy for Pingan Life Insurance Jishou Branch and puts forward corresponding practice measures.Making proper competition strategies is beneficial to clarify company's position in marketing competition and can also promote its ability to obtain profits and economic benefits. This paper provides a model of management for other life insurance companies by means of researching the competition strategies of Pingan Life Insurance Jishou Branch, and it can also be a guidance for the development of Jishou insurance to a centain degree.