Research On Strategic Positioning Of Internet + Insurance Services Of Datong Company

Insurance is the basic means of risk management for economic subjects,and the insurance industry is an important part of China's economic and financial system and social security system,which plays an active role in social stability and economic development.With the sound development of social economy,China's insurance industry has made outstanding contributions after more than 20 years of rapid development.At present,the premium income of China's insurance industry has ranked second in the world,which has surpassed many developed countries that have developed for hundreds of years in the history of insurance.The rapid development of the overall scale of China's insurance market is inseparable from the important contribution of insurance intermediaries.They play an active intermediary role in the process of matching the supply and demand of insurance products,and are an indispensable part of China's insurance industry.There are three types of professional insurance intermediaries: insurance agents,insurance brokers,insurance assessors.With the rapid development of insurance intermediary,it also faces three major problems: First,the industry structure is unbalanced,the premium income of professional intermediary has been less than 10% in the whole intermediary channel(in developed countries,the sales of professional intermediary account for more than 60% of the whole insurance income);Second,the professional level of insurance intermediary market is low,the organization scale is low and the competitiveness is not strong,the business level is low and the structure is single,the shortage of professionals and the quality of employees is not high;Thirdly,the illegal and irregular acts of intermediary business are widespread,mainly reflected in the fraud of insurance intermediaries in business.With the rapid development of information technology and Internet technology,it has brought unprecedented opportunities and challenges to the insurance intermediary industry.As one of the leading enterprises in the domestic insurance intermediary industry,Datong Insurance Service Company is deeply concerned by everyone.This thesis will take this enterprise as the research object.First of all,through consulting a large amount of relevant materials,regard strategic theory,enterprise's key competitiveness theory as the basis,analyze and study the macroscopical environment,industry's competitive environment and internal environment that the insurance sales service company of the big child is in through document analysis method,investigation research method,five strength model analysis method,case study method,find out the strategic orientation of the insurance sales service company of the big child.After scientific analysis,the strategic positioning of Da Tong insurance service company is Internet + insurance service,in order to maintain the strategic positioning of this advantage,we have formulated a series of strategies for users,suppliers and internal management,and at the same time for the effective implementation of these strategies.It also formulated detailed safeguards on internal control mechanism optimization,talent introduction,R & D investment,brand building and so on.This paper argues that the big child insurance sales service company combined with the external environment,according to their own core resources and advantages to establish the Internet + insurance services strategic positioning,can let enterprises continue to lead the insurance intermediary industry for several years,and become the benchmark of insurance intermediary enterprises,and play a certain role in promoting the development of the entire insurance intermediary industry and reference significance.