Analysis For Core Competence Of Hunan Branch Of Chinalife

Since China has joined the WTO in2001,china’s Insurance market has been greatly increased in both breadth and depth, and there are numerous foreign insurance companies which have strong capital and advanced management that have flocked into our insurance market. With the increasing amount of insurance companies, it has become a major problem for our insurance market to survive and develop, and the key to solve this problem is to establish the strong core competitiveness of the insurance companies. Combined with the situation of the Hunan Branch of China life, this paper has discussed the problem about "how to enhance the core competitiveness of enterprises".Firstly, this paper has collated some related research results of the core competitiveness of enterprises at home and abroad, and analyzed the characteristics of the insurance industry, then on the basis of the analysis of insurance company’s core competitiveness brought by previous scholars, the paper has proposed the definition of the core competitiveness:the core competitiveness of an insurance company is the combination of the skills and knowledge of the enterprise’s inner quality which formulated in the long-term course of business management, and this combination can make the insurance company has a long-term competitive advantage so that the insurance companies can achieve sustainable and increasing profits on the basis of stability. With the characteristics of the comparability、integrity and value of the company’s core competitiveness, the paper has used the analysis method of value chain to analyze the factors which affected the company’s core competitiveness, and described the evaluation model of the insurance company’s core competitiveness.Then the paper has introduced the development of the Hunan branch of China Life and made the external environment analysis and SWOT analysis about the company. The external analysis was made separately from the macro environment and industry competition situation, and it has pointed out that the insurance industry in Hunan is basically stable, with continuing fine-tune of the product structure and resistance of the development, but in such a predicament, the competitiveness of the Hunan branch of China Life still improved. The SWOT analysis has carried out a systematic analysis about the competitive strength, weakness, opportunities and threats of the company. According to the SWOT analysis, the company has facing a rare historical opportunity, and it mainly because that the industry policy has been increased year after year and the company has accumulated some obvious advantages in the years of development, such as the brand, customer resources、networks and talents, but the intense competition in the insurance industry has threatened these advantages, and the brand, customer, network and talents are important factors to affect the core competitiveness of enterprises, so it is necessary for Hunan Branch of China life to continue to strengthen the brand to establish a scientific enterprise culture and to enhance the sense of service and integrity, thus to improve the overall image of the enterprise. According to internal and external environment analysis, the paper has come to the conclusion that the company’s core competitiveness has come from five aspects of corporate culture, corporate strategy, organizational structure, human resources and marketing.Based on the source of core competitiveness and combined with China’s actual insurance needs and the realistic condition of Hunan Branch of China life, the paper has proposed that the company need to make the reform and innovation as the driving force to use the brand building as the important way, to keep the risk prevention as the guarantee, to set the corporate culture as the fundamental and to find the maketing capability as the effective approach.Through these means, the company can effectively integrate internal resources and cultivate the core competitiveness of Hunan Branch of China life.