Competitive Strategy Research Of China United Property Insurance Company

After nearly 40 years of rapid development,China's property insurance industry has made great progress,providing a more comprehensive risk guarantee for the economy and society.However,compared with developed countries,China's property insurance industry is still at a low level of extensive development stage,and the overall competitiveness of the industry needs to be further improved.After the release of the“10 new country rules for the insurance industry",the status and value of the insurance industry has been raised and valued as never before,and China's insurance industry has ushered in new opportunities.China's economy has entered the new normal with medium and high-speed growth.The country,society and people are in urgent need of that the insurance industry actively will be engaged in the three major battles,rural revitalization,''Belt and Road" and other strategies,to provide diversified insurance products and higher quality services,and take the initiative to play a good role in economic shock absorbers and social stabilizers.On the basis of the implement of SARMRAand the continuous reforms of commercial car insurance fare,the insurance supervision is strengthening.As the competition environment of the industry has been improved,the trend of strict supervision will be sustained for a long time.Now the number of property insurance companies is increasing,competitionsin these companies are becoming fiercer,and the new business modes in the Internet continue to emerge.China's property insurance companies,especially such as China United Property Insurance Company,,one of small and medium-sized companies inthe second tier,must change the concepts of development.It's not only in the needs of social development,but alsoin the needs of the development of the industry.We should study and formulate scientific and effective competitive strategies,to build our core competitive advantage,so as to maintain the market position,continue the profitability,and promote the high quality development of the enterprise towards the value type.This paper selects China United Property Insurance Company as the research object,and We use the tools and methods of PEST,Porter'sfive force competition structure models and insurance business value chain analysis to analyze its external environment and internal conditions.In the research,this paper holds that although China's insurance has continued to progress in its business development in recent years,and it has been making a profits and completely left behind the burden of history,but fundamentally,its business philosophy is still relatively backwardcompared with the industry's advanced companies,especially in the basic investment,human resources,innovations,channels,intelligent information system platform and other aspects.There is a big gap between them.But China United Property Insurance Company also has a relatively unique competitive advantage in the shareholder's resources,institutional outlets,agricultural insurance business,customer services and many other aspects.Therefore,China Unites Insurance Company should strive to grasp the opportunities for external developmentenvironment,clarify the changes in the internal and external environment,take advantage of the characteristicsfrom the product,business structure,customer service,marketing channels and other aspects of the implementation of differentiation strategy,and try to develop into an excellent company with strong comprehensive competitiveness and distinctive characteristics.The innovation of this paper has three points:first,put forward the business structure differentiated competition strategy,that is,on the one hand to increase the proportion of non-car insurance,while optimizing the internal structure of car insurance from eliminatingtruck business in the heavy loss;second,put forward to strengthen the government marketing in the marketing channels,to supply a package of innovative products for important areas inthe society;third,the optimization of the organizational structure,put forward the positioning of strategic control headquarters,the company headquarters should clarify the boundary of responsibility and reshape the function.Finally,this article alsoprovides advices on the optimization of organizational structure,reforming human resources,improving the information platform,strengthening innovations,enhancing the brand image and other aspects of the relevant recommendations.