Study On Development Strategy Of Xiamen Branch Of Xinhua Insurance Life Insurance Company

Entered since twenty-first Century, especially in2008after the international financialcrisis, facing the complex economic situation at home and abroad, China insurance industrydevelopment driving factors effect gradually weakened, entered a cyclical adjustment phase,various contradictions and problems appeared gradually, including marketing staff recruitingdifficulties, bancassurance cancel stagnation, lack of innovation, sales and customer servicesystem needs to be improved and other issues have become increasingly prominent. Can say,China life insurance industry has come to the stage of reform, difficult to continue to pursuethe scale of insurance premium of extensive mode of operation, must be sustainabledevelopment based on the industry and the company, carries on the structure adjustment anddevelopment mode reform. As the Chinese economy most developed, the most active areas ofthe coastal city in the East, in the aspect of the reform of the insurance industry innovation hasbeen walking in the forefront of the development of the industry. One of the five specialeconomic zones in Xiamen as the first in China to open to the outside world, is located in theforefront of reform and opening up, is the important central city in southeast coastal area andthe west side of the Straits of China, is a modern international port scenic tourist city, also isthe modern service industry, science and technology innovation center and internationalshipping center, but also to the national development of the insurance reform experimentationarea and the regional financial services center. Can say, typical strong development of Xiameninsurance industry.Based on third domestic life insurance companies--Xinhua Life Insurance Limited byShare Ltd (hereinafter referred to as "Xinhua insurance") set up in Xiamen in2002twostraight branch as an example to analyse and expound. This paper first analyses the status quoand development of Xinhua Xiamen facing opportunities, challenges, advantages anddisadvantages, then based in Xiamen local market, combined with the company’s businessstrategy, proposed the Xiamen Xinhua’s strategic goals and orientation, namely, take the customer as the center and the realization of the value of growth companies, which take thecustomer as the center "two increase" strategy, namely customer growth, customer valuecustomer growth and structure optimization, corporate value growth refers to the scale ofinsurance premium growth, optimize the business structure, business quality optimization andresource allocation optimization of four important aspects, and then puts forward eightimportant measure to implement the strategic target, finally, five security strategy, namelysystem security, personnel security, resource security, cultural security and brand protection.In this paper, multi-dimensional analysis of various types of data, including regionaleconomic development situation, the life insurance market situation, the company overallbusiness conditions, business channel management, customer structure, sales structure,management echelon situation, development situation, product structure and other aspects,tries to collate and analyze the data, diagnosis and to clarify the operational status anddevelopment direction of Xiamen Xinhua, puts forward development initiatives, which seekto achieve healthy and sustainable development of the company’s road.