The Application Of Competitive Strategic Theory In Life Insurance Company

"The Five Models of Competitive Power"is a classical method of analyzing industrial attraction and constructing business competitive superiority, which was advanced by Professor Michael E. Porter who works in the Harvard University. Porter holds that in any industry, domestic or international, producing products or providing services, the law of competition will all be reflected in the five competitive acting forces, such as the business competitions now available,the menace to newcomer,the menace to replacement,the supplier's capacity for negotiating a price and the buyer's capacity for negotiating a price. The common action of the five competitive powers decides the industrial profitable capacity and attraction.Basing on the learning and studying of the business strategic theory, and combining the many years'practical experiences of insurance functions and management, and also basing on the Porter's"The Five Models of Competitive Power"and the chain of value's theory, the author analyses the special development environment and competitive situation of the industry of life insurance under the condition of the current supervision which is directed against the quality that is conforming to the stipulations. Owing to the serious tendency towards unity, the competitive strategy of the industry of life insurance is remarkable different from other common industries. Getting through the further market analysis in detail and the channel's analysis, the author inquires into a strategic problem for China Life Insurance Company Limited Tianjin Branch, which is about how to fix position under competition and how to achieve and consolidate the competitive superiority, and carries on a plan and design in detail which is directed in different ways against the defensive and offensive tactics for three regions, such as the county region,the city region and the coastal region, and was. At the same time, according to the method of professional interior value, he also advanced a brief method of assessing and improving the company's professional structure.The tendency, which could be predicted, is that, along with the ripeness of Chinese Insurance Market and the perfection of insurance company's administrative structure, especially the gradually transition of the style of supervision from being directed against the quality to the capacity for paying back, the existing competitive pattern which is concentrating on the selling link will must take place a deeper change; the capacity for independently bringing forth new ideas, the capacity for operation and selling, the capacity for paying back, the capacity for the management of risk-taking, the capacity for the use of property, the capacity for growing up and the capacity for the expansion of brand all will become the key to obtain the coming competition, on the occasion, the industry of life insurance will also meet a completely new development stage.