Research On The Development Strategy Of Jilin Branch Of Ping An Life Insurance Company

Insurance is an important pillar of the financial system.With the steady growth of China's economy,China's life insurance industry has maintained a steady growth in recent years,playing an important role in ensuring the development of the national economy and improving the social security system.Since the beginning of 2018,China's life insurance industry has entered the transition period,and the overall premium of the industry has seen negative growth.The internal and external environment poses severe challenges to the development of the industry and also brings new development opportunities.Peace life as life insurance market leader in jilin,jilin branch growth in market share,team and internal governance encountered serious test,especially in the face of competition between enterprises and new entrants to the threat of the enterprise,the threat of substitute products,the buyer bargaining power threat to product such as a series of the new situation,jilin branch must develop a set of ping an life insurance conforms to the development strategy of the new situation,in order to make the company under the new management environment can still achieve long-term steady growth and transformation from a traditional company to science and technology company.At the same time,the transformation of ping an life insurance will also provide certain reference significance for the development of other life insurance companies in the new era,and jointly contribute to the development of China's life insurance industry and national economic construction.Based on the peace life of jilin branch as the research object,mainly adopts the literature,case analysis,statistical analysis,SWOT analysis and empirical research analysis four methods,generalization of multidimensional problems existing in the company,internal and external environment analysis,combing the development of jilin branch of ping an life insurance planning strategy,clear development goals and planning,through a number of measures to ensure implementation.First of all,the company's current operating situation is analyzed,mainly from the company's operating situation,channels,finance,human resources and other related management situation in-depth analysis and comprehensive evaluation of the branch,summed up the three major problems facing the first is the market share decline;Second,the agent team aging;Third,the talent echelon reserve is insufficient;Secondly,by adopting PEST framework,porter's five forces model analysis,SWOT strategy selection and other methods,this paper deeply analyzes the internal and external environment of ping an life insurance jilin branch,and summarizes the current opportunities,threats,strengths and weaknesses.Finally,according to the corporate vision of ping an life jilin branch,the long-term and short-term strategic objectives of the company are proposed,and according to the development strategy,the development strategy of ping an life jilin branch is formulated.Strategy formulation is carried out from three aspects of corporate strategy,business strategy and functional strategy.At the company level,the strategy mainly adopts the two-wheel drive strategy mode,that is,the two core products and technology to achieve benign interaction,forming a new driving force leading the industry;Business layer strategy is to get three categories and five product projects through Boston matrix analysis and promote them by classification.The conclusion of this paper is that the functional level strategy takes differentiation as the competitive strategy,including four aspects.First,differentiation of sales management,the use of e-technology to create an intelligent marketing platform and improve the conversion rate.Second,service differentiation,through 5+5 standardized services and technology to enable customers to enjoy the temperature of the service.Third,the differentiation of talent training,through hierarchical training and cadre rotation to improve the skills of core personnel;Fourth,channel differentiation,including personal insurance channels,constantly improve team income,reform management mode,improve customer experience;Silver channel,focusing on the development of delivery business,adhere to the balance of scale and value development as the core;Internet channels,make full use of the group's internal and external resources,and actively explore the development model of telemarketing and Internet insurance business;In order to better implement the strategy,we should guarantee from the four aspects of cultural construction guarantee,organizational guarantee,financial control guarantee and system guarantee,so as to ensure the steady development of the company and finally achieve rapid growth.