Research On Sunshine Insurance Group Development Strategy

The Nineteenth National Congress of the Communist Party of China proposed that socialism with Chinese characteristics has entered a new era.Under this background,the development goal of insurance industry is to adapt to China’s entering a stage of high-quality development.To match the two hundred years,especially the one hundred years since the founding of the People’s Republic of China,when China has become a socialist modern country,the insurance industry must maintain financial security,serve the real economy and improve society.Efforts should be made to become the backbone of such tasks as safeguarding and dispersing social risks.After the merger of banking and insurance supervision in 2018,insurance supervision has highlighted comprehensive supervision,behavior and function supervision,broken the boundaries and shortcomings of institutional supervision.The advantages of the new supervision system in functional supervision,micro-prudential supervision and penetrating supervision have further enhanced the systematicness,integrity and synergy of supervision,and the operating environment of the insurance industry is healthier and more stable.Faced with the impact of the Internet,insurance technology and market transformation,the insurance industry will surge again,the industry rebuilding is irresistible,Matthew effect is more and more obvious.Sunshine Insurance Group,as a post-entrant of China’s insurance industry,is facing a prominent problem in the fierce competitive market environment.How to make full use of its advantages and seize opportunities to achieve sustainable development in the future?Starting from the relevant research on the development strategy of insurance industry at home and abroad,this paper introduces the basic situation of Sunshine Insurance Group,analyses the external environment,industry environment and internal environment faced by the company’s development,uses SWOT analysis method to analyze the strength,weakness,opportunity and threat of Sunshine Insurance Group’s development,and finally formulates the strategic mission,vision and tools of Sunshine Insurance Group.It also puts forward sixsafeguard measures,including enterprise culture construction,organizational structure reform,talent team construction,risk compliance enhancement,customer management promotion and digital technology iteration.It has guiding significance for Sunshine Insurance Group to understand the company’s operating situation,grasp the strategic direction and promote the company’s long-term sustainable development.