| Since the reform and opening to restore the insurance industry in China, China’s life insurance industry has achieved rapid development. The insurance industry has become an important part of China’s financial markets and economy. Since the late opening of the insurance industry and the development is lagging behind, China’s life insurance market still has great potential for development. The unprecedented development of the insurance market pushes China’s insurance market participants rapidly expanding. According to the opening time and market share, Life insurance companies in the competition gradually formed three batches camp:China Life, Ping An of China as the representative of the first camp, the Xin Hua Life,Tai Kang life represented the second camp, the Sun Life, Life Insurance on behalf of the third camp. Various insurance companies in order to stand out in the marketplace, all are trying to build their competitiveness, create their competitive advantage. In the face of the growing consumer demand for life insurance products, due to the high degree of convergence marketing model, Highly similar sales team, Broadly consistent management model, the life insurance companies can not be effectively meet the needs. Faced with a huge consumer market, the life insurance companies want to take advantage of competition in the market, Needs to create a situation of differences in management.Life insurance products are the basis of market competition, also the cornerstone of the company. With the development of China’s life insurance, products industry from the early traditional insurance monoclines gradually developed into the current life insurance, health insurance and accident insurance. To some extent meet the needs of the market. However, near the height of each life insurance company in the product market positioning and marketing model is consistent caused a situation of life insurance products homogenization, which are falling behind the growing consumer demand. Something must be done to change the situation of life insurance products.In this paper, we take the product innovation strategy as the research topic, Detailed analyzed the paths and methods of HZ as one of the third camp life insurance company, the product innovation strategy. Firstly, we did a presentation of the theory of product innovation strategy, paving the way for the back of the HZ Life Insurance Company product innovation strategy, next we have a brief overview of the development of China’s life insurance industry and life insurance products, HZ Life Insurance Company products, then we analyzed the external competitive environment HZ life insurance company subsequently faced, on that basis we did a research of the existing life insurance products life cycles and competitive advantages, weaknesses, opportunities and threats, HZ Life Insurance Company’s current products in the market has no obvious competitive advantage. Then briefly introduces the significance of the current market issues and product innovation for the development of life insurance products HZ life insurance company to establish differentiated image. Then we use the product as a whole theoretical concept, six dimensions of the life insurance products, Blue Ocean Strategy and The Long Tail theory did an in-depth analysis to the innovative life insurance products, and made a strategic choice for the product innovation of HZ Life Insurance Company. By optimizing the design of existing life insurance products, Innovative life insurance products payment methods to enter new business areas, Play Internet channels to develop new products, we designed a new plan for HZ Life Insurance Company. At the end of the thesis, we did a brief description to the principles and safeguard measures on product innovation strategy. For the development of future products of HZ Life Insurance Company, this thesis has a certain significance. For other life insurance companies in the industry, this thesis also has a reference to a certain degree of sense. |
PDF Full Text Request