Research On ComPetitive Strategies To JiangXibranch Of China Life Insurance Company Limited

After our nation enters WTO, the insurance market is becoming increasingly open up both internally and externally, Chinese insurance industry is facing great changes. With the competition between insurance companies becoming more and more serious and the insurance market becoming more and more large, the market share of insurance companies change rapidly, old insurance companies' market share decrease while new insurance companies' market share increase. China Life Insurance Company Limited JiangXi branch(CLIC JiangXi branch) occupies the first place of market share in JiangXi insurance industry for long times, while, as the change of internal and external environment, some factors which constrain the company's development are gradually exposed. CLIC JiangXi branch-the great leader of JiangXi insurance industry is facing more and more challenge from competitors. And its market share decrease from 100% in 1980s to 44.86% at the end of year 2010. There is no doubt, new competitor's coming will bring the change of whole industry's competition pattern. So, how to keep the market share and the leading position of CLIC JiangXi branch is the most important task to this company and the research of competitive strategy of CLIC JiangXi branch is the key to solve this problem.The article base on the development of the JiangXi insurance industry, make analysis of factors the CLIC JiangXi branch is facing, such as political environment economical environment,social culture environment,technical environment,industry environment which includes the threat from new competitor,the competition between insurance companies,the threat from substitute,the bargaining power of customer. Then, use SWOT analysis method, relate the characters of CLIC JiangXi branch's three sales channel, from the aspects of general competitive strategy such as cost lead strategic,differentiation strategic,centralized strategic, to finish the design and choose of competitive strategy of CLIC JiangXi branch. Finally, we propose the corresponding implementation of safeguards.