Study On The Core Competitiveness In Sanguard Automobile Insurance Company Limited

Sanguard automobile insurance Co., Ltd.(Sanguard,for short)was established inJune2012, is third professional insurance company of China, is also professional byautomobile group launched the second domestic automobile insurance company. Inthe face of the actual needs for the development of the company with an increasinglyfierce competitive environment, how to develop the company’s core competitivenesshas become the important issues that need to be solved urgently.In1990, the famous managerialist Prahalad c.k. Prahalad and Hamel proposedthe core competitiveness theory, study on the core competitiveness is becoming a hotspot in industry and academia concern. It is one of the most important idea after1990’s.Core competitiveness theory is a vital strategic concept, in a sense, the corecompetitiveness theory opened up the password of the enterprise that been successful.Cultivating the core competitiveness, for the sustainable development of enterprises isof great strategic significance.This paper is Sanguard development in the past two years were summarized,with respect to its progress and achievement in these areas, and puts forward whilethe company in product, market and service, etc to do a lot of work, but as a memberof the group of small and medium-sized insurance companies, still facing greatpressure of competition in the industry, is far form the own core competitiveness,should from now on to start thinking about and actively cultivate and create the owncore competitiveness, through a series of the effective implementation of the strategyand plan, to form a competitive advantage as soon as possible, in order to better copewith external changes and competition environment, realize sustainable development. This article is based on Porter’s “Five Forces Model” for property insuranceindustry environment are analyzed, and analyze the internal environment of Sanguard.Based on the analysis of Porter’s “Value Chain Mode” model for reference, combedthe property insurance company’s main value activities, and on this basis, the productinnovation ability, marketing ability, customer service, cost control ability to definethe elements to build the core competitiveness of Sanguard, and each factor forproperty insurance companies to build the core competitiveness of important one byone.In this paper, in the fourth part of the four core competitiveness promotionstrategy of building elements respectively in this paper. In terms of promotingproduct innovation ability put forward the following strategies: the automobileindustry chain development of insurance products, extending insurance services;Building brand exclusive products, meet the characteristic requirements, enhance thelevel of product differentiation; Actively “use Internet of Vehicles” technology,through technical innovation create professional products. In the marketing ability hasput forward the following strategies: make full use of the faw group sales network,construction of4S store sales channels; Make full use of the FAW group digitalmarketing platform, to build sale channels by call or net; Make full use of the FAWplatform for financial resources, realize cross-selling. In terms of customer serviceability put forward the following strategies: to call center construction as the carrier,build customer service platform; To strengthen the team construction of the service,improve customer service quality; In order to strengthen the management of customerinformation, improve customer renewal rates. In the aspect of cost control ability putforward the following strategies: steadily promoting mechanism laid, lower cost,infiltration type expansion path; Establish perfect cost control system,implementation of comprehensive budget management; The elaborating managementwas deepened, effectively reduce the cost level. Finally, the specific solutions, supporting mechanism in the process of strategy implementation, working methods,safeguard measures, etc, and as far as possible according to the company in thebusiness development in the face of practical problems in the process of targetedsolutions are put forward.