| China has become the most important emerging insurance powers and the fastest growing insurance markets in the world since Chinese reform and opening-up. As the main source of profit for the insurance industry, the life insurance industry is attracting a lot of investment by domestic and foreign consortiums. So, competition is increasingly fierce among more and more life insurance companies. Therefore, to survive in the rough battle, how to establish competitive strategy and to promote its core competitiveness are the problems that all of the life insurance enterprises must resolve.The subject of this thesis is Ping An life insurance company of China, Ltd. Jinan Branch (Ping An of Jinan). This paper uses the theories and analysis tools of strategic management to study and establish competitive strategy for Ping An of Jinan. First, this paper uses PEST theory to analyze macro environment, uses Five-force model to analyze the trade competition status, establishes external factor evaluation matrix to find the chances and threats. Then, this paper analyzes internal environment including resources and capabilities, establishes internal factor evaluation matrix to find the advantages and disadvantages. On the basis, using SWOT theory and general competitive strategy theory, the differentiation competitive strategy is pointed out after comparison and analysis of three competitive strategies. Further, it is determined that differentiation competitive strategies for Ping An of Jinan are product differentiation competitive strategy, service differentiation competitive strategy, marketing channel differentiation competitive strategy, human differentiation competitive strategy, and brand differentiation competitive strategy. Following that, this paper gives a concrete exposition on implementation of differentiation competitive strategies.At the end of the dissertation, a series of guaranteeing measures are put forward on basis of7S model, in order to implement the differentiation competitive strategies effectively, such as optimizing internal organizational structure, strengthening human resources management, perfecting internal control system, improving CRM system construction, prompting execution power for strategy and so on. |
