The Competition Strategy Study On PICC Qingdao Branch Company

From2004to2013, China’s non-life insurance industry develops vigorously,the growth of insurance premium generally maintained at13%-15%, up to26%in2013. In the market, the average annual decline rate is20%, the PICC Qingdao branchcan still achieve a growth rate about15%, fully illustrate the potential marketdevelopment space is very large. With the reform and opening up of the economy,China become more and more open, global economic integration trend has becomeincreasingly evident, including the external environment factors in economic, political,scientific, technological, cultural and other aspects of the environment. At the sametime, with the fiercely increased market competition and the rapid development ofChina’s insurance industry, the insurance industry’s opening to the outside world hasentered a new stage, more and more subject to participate in market competition, themain existing are actively expanding, characteristics of the intense competition of theindustry is very obvious. With Shandong’s22financial reform acts and theintroduction, the next5-10years will become the golden period of financial industryand also the transition period of the insurance industry. How to improve the companymanagement basis, and promote business development, improved profitability, andgradually entered the track of healthy development has become a pressing matter atthe moment. It is also the main purpose of the topic.The general idea of this paper is: Based on the strategic management theory,marketing theory and innovation theory as the basis, combined with specificenterprise conditions, mainly divided into four steps to clarify:(1) is an in-depth analysis of the development of the company’s externalenvironment and industry trends, dialectical, systematic, dynamic analysis of people’s insurance company of China Qingdao branch’s strengths and weaknesses, identify theopportunities and threats, to grasp the basic situation of the main rival Qingdaoinsurance industry as a whole, prediction future development trend; put forward thecompany facing the rapid growth of macro economy of market demand and marketenvironment, gradually standardize opportunities at the same time, it is also suffer theadverse impact of the financial crisis, at the same time the oligopolistic industrytrends and market main body to increase increasingly caused some adverse effects ofcompetition. From the development trend of the industry, competition, technologycompetition, efficiency of management and service competition will become the mostimportant means of future competition.(2) the analysis of the company’s own resources and capabilities within theenvironment, points out the advantage and disadvantage of the company, for thecompany to overcome the weaknesses, opportunities, threat defense, play advantage,provide theoretical basis for the general competition strategy;(3) the use of SWOT analysis and the general model of competition strategy,combined with PICC Qingdao branch’s opportunity and advantage, the inevitablechoice to make differentiation strategy is the goal of competition strategy of thecompany, and puts forward the competition strategy to be taken around the target;(4) the key problem to realize the strategic process will encounter, develop a tacticalchoice strategy, the product innovation, marketing innovation and service innovationis the key to implement the difference, finally, discusses the implementation ofcompetitive strategies of protection measures, including adjusting the organizationalstructure, the reform of human resources management, strengthen the foundationmanagement, set up advanced management information system and deepen theenterprise culture construction, ensure the realization of the strategic target.