Research On Strategies Of Life Insurance Companies From Different Marketing Competitive Status In Shandong

In this paper, the various life insurance companies in Shandong for the study to determine the market’s competitive position as a starting point, by studying how the company’s competitive position in different markets to select the appropriate competitive strategies, exploration of space and the industry in the field of cooperation. Wish to make all kinds of strategies can help companies focus on competitive advantages into full play, minimize wasteful competition, increase market value hierarchyStudy the life insurance market in recent decades the trend in Shandong and existing issue based on the literature research and industry research, data through qualitative analysis, comparative analysis, research affect market position five elements, and through quantitative analysis, analogy analysis, etc.. Using the theory of strategic competition five forces model for different market position in the market life insurance companies are facing the threat by one analysis, the theory of strategic competition with the Shandong market characteristics related ideas combined strategy system obtained typed. On this basis, the integration of competition and cooperation theory, Shandong insurance market regulation, industry organizations and the media and public opinion put forward policy recommendations.This paper is divided into five parts. The first chapter is the introduction of the article introduces research background, research significance, the use of innovative approaches such issues. The second chapter relevant literature review, briefly introduced the knowledge system about the competition strategy theory, blue ocean strategy and the competitive advantage theory. The third chapter analysis of a large amount of data of life insurance industry in Shandong over the past ten years, summarized the main existing problems, the current insurance business strategic consensus summary of relevant factors. The fourth chapter analysis influence enterprise market position, the influence mechanism are described in detail, and the current life insurance enterprises the status of competition in the market to do roughly divided. The fifth chapter in-depth analysis of four major competitors, and find out the competitive advantage through the five forces model analysis, and strategic advices are given; the sixth chapter discussions are made on how to optimize the external environment construction of life insurance industry, in three aspects of government regulation, industry organizations and the media gives suggestions respectively.The main innovation of this paper lies in:analysis and evaluation on the life insurance market competitive position, in a simplified way of industry competition pattern; in the process of research object in the main competition for Shandong life insurance market, practice method of Potter’s theory of strategic competition to extend, expand the practice method of strategic management and marketing application the vision; industry expanded to the surrounding, the external environment of the industry operation new ideas, how the media supervision and put forward a new proposal to guide.Through this research, we are able to compete in Shandong current state of the life insurance market, there is a fundamental contradiction between short-board understanding and future direction of the market through the analysis of a preliminary grasp. Conclusions of this study will help the enterprises to play their own competitive advantage, improve the level of competition; and hope that through this article, and promote healthy competition in the industry to build cooperation model, taken to explore an industry, attracting a harmonious society to participate in the competition of the road, upgrade the entire life insurance industry competitiveness.