Research Of Ha Property Insurance Co.,LTD.’s Development Strategy

Current international insurance has many typical features, such as rapid development of network insurance and improvement of the degree of market concentration and innovation. China’s insurance industry, especially the property insurance industry, has entered the deepening stage of reform, fully open and acceleration. It has broad prospects for development.After introducing the development of HA, the PEST analysis model is used to analyze the external development environment of HA. With forecasting China’s insurance industry environment in the next five to ten years, some key structural features of the HA’s industry environment are analyzed with Michael Potter’s "five forces model". Then, the Boston matrix model is used to analyze the HA’s resources imbalance to reveal the core competitiveness of HA in investment business and academic credit insurance business. HA’s development strategic goals and planning are proposed by the integrated internal strength, vulnerability, external opportunity and threat analysis with the SWOT model. Suitable differentiation strategies should be taken by HA. In order to ensure the smooth implementation of the strategy, four implementation recommendations are put forward.As long as HA can successfully deal with the impact of market-orientation of the auto insurance, it is ensured to be accounted for more than90%of the total income of the auto insurance business, and firmly grasp the network insurance boom of customers’preferences. By reversing its disadvantage in the customer relationship management and single marketing mode with internet insurance, it will not only be able to achieve the strategic objectives, but also to explore a differentiated development path for small and medium-sized insurance companies in China. At the same time, the real history mission of the HA will be completed.