Market Positioning And Competitive Strategy Of Happy Life Insurance Company

With the rapid development of China's national economy, China's financial services industry has become one of the world's most important industries. At the same time China's future insurance become the largest and most challenging market. According to the forecast of Mikency, China's life insurance market in 2008 will become the world's fourth largest market.The background is the status quo of China's life insurance industry. The most important opportunities and threats is a key element in the victory of Competition for Happy Life Insurance. In this connection, we have analyzed the structure of the industry. Compared with developed countries, China's insurance industry into the higher threshold; Understanding of the strategic of competitors develop is one of the central tasks, So we also analyzed its competitors. The major competitor is the second cluster is a cluster of three joint-venture insurance companies, and better new insurance companies. In particular the companies are powerful foreign competitors world-class insurance companies, products and technologies in the system to maintain a clear lead, but also through the strong Chinese market. Based on industry and competitor analysis, we think that the advantages relative to competitors are 54 million enterprises of all Member units, But there are many deficiencies in capital, technology and management.Finally exploring the current status of China's group insurance market, and given the strategic objectives and implementation stages. The objective is competitors gathered from the region, to achieve a 5% market share. The article analysis Happy Life Insurance face strategic choice and risk in the end, think that should take diversity strategies. And will concentrate its resources in group insurance market, act as the following persons in group insurance market, provide professional employee benefit plan.