Chinese Small And Medium-sized Life Insurance Companies Competitive Differentiation Strategy

Along with the continuous opening of Chinese life insurance market, the competitions rapidly intensify between the Chinese life insurance companies. However, the development of Chinese life insurance market is still in the primary stage presently, then, the competitions between the Chinese life insurance companies are still confrontational. Because of the homogeneous products and services, the"price war"phenomenon is becoming a serious problem, and resulting in the unsustainable development of Chinese life insurance industry. This thesis is based on the theory to Porter's competitive strategy, and applies his strategic thoughts to the small and medium-sized life insurance companies.It is very advisable for the small and medium-sized life insurance companies to adopt the differentiation strategy. At present, the consumers'demands for the life insurance products can be presented as the characteristics of"diversity, individuality and differentiation". The operation of life insurance market is under the differentiation competition era, mainly about functions, services, and so on. Therefore, the strategy of"price war"can not satisfy the needs for the fierce competition. In order to implement the differentiation strategy, the small and medium-sized life insurance companies must change the original competitive strategy. Thus, the studies of the differentiation strategy for the small and medium-sized life insurance companies are of great theoretical significance and practical value.This thesis consists of an introduction and four chapters.The introduction is concerned with such areas as the aim and significance of the thesis, methodology, analytical framework as well as the logistical system.