Research On Competitive Strategy Of Agricultural Machinery Insurance Of W Company

In recent years,China’s agricultural development has a good momentum,is the world’s second agricultural power and is expected to hit the world’s first throne.With the transformation and upgrading of the modernization of agricultural production mode and some policies favorable for agriculture,rural areas and farmers issued by the state,the agricultural machinery market is also developing vigorously,so the agricultural machinery insurance has ushered in a period of development opportunities.Under the promotion of favorable policies,a highly competitive market form has been formed.How to choose the correct market competition strategy has a far-reaching impact on the development of agricultural machinery insurance companies.Based on the research perspective of enterprise strategic management,this thesis integrates a variety of research and analysis methods,introduces W agricultural machinery insurance project as a case,to analyze the optimization design of its competition strategy.We hope that through empirical analysis and theoretical analysis,it can help case companies to develop scientific and reasonable competition strategy.The research structure of this thesis is:First,the PEST analysis model discusses the current situation of W agricultural machinery insurance business,focuses on the external macro factors affecting the development of the competition environment,discusses the influence of internal and external competition factors on its business,lists the advantages and disadvantages,and forms the external factor evaluation matrix model(EFE matrix).According to the analysis results,we can see that the company currently faces the opportunities and challenges.And the above analysis can also help to study and predict the actual ability and future potential of the company,so that decision makers can understand the advantages and disadvantages of the enterprise.To build an internal factor evaluation matrix model(IFE matrix).Through investigation,interview and other methods,the internal influence factors are analyzed,and the results show that the company’s operating advantages are general,and the disadvantage conditions need to be corrected.Second,according to Porter’s basic competition strategy theory,W agricultural machinery insurance business competition strategy scheme was comparative analyzed.Among them,according to the QSPM model analysis,the competition strategy suitable for case enterprises was finally determined,namely:differentiation strategy.Comprehensive research data and information,formulate feasible planning,refer to the value chain auxiliary action to design feasible measures.Through research and analysis,this thesis finally chooses the differentiation strategy.Suggestions:First,pay attention to product research and development,meet the needs of different types of customers,and strive to ensure the significant differences between agricultural machinery insurance products and competitive enterprises.Second,plan differentiated product marketing channels and cultivate professional marketing personnel.Third,innovate differentiated services,meet the convenient experience of customers,and improve the appreciation of services.To ensure the smooth implementation of the above suggestions,several safeguard measures are also proposed,such as:optimizing enterprise culture construction,optimizing human resource management,optimizing risk management mechanism;promote technology information implantation,thus forming a "product+channel+service+technology" marketing network,guarantee agricultural machinery insurance marketing advantages,and steadily promote the smooth implementation of enterprise strategy,so as to achieve sustainable development.