Research On The Development Strategy Of HZ Life Insurance Company Henan Branch

China’s financial industry has got rapid development since the reform and opening up process,especially after joined the World Trade Organization in 2001.Meanwhile,the insurance industry which occupied nearly half of the finance industry has also expanded its assets.With the improvement of people’s living standards,the understanding of insurance has been raised,and the life insurance market has a great potential for development in the next decade.The top ten life insurance companies,which is led by China Life Insurance Company,occupied up to 80% of the total premium income.Whereas the the rest 64 life insurance companies occupied only 20% of the total premium income.Small and medium-sized insurance companies are facing the severe pressures and challenges,and there are also more companies and riches are planning to enter the insurance industry,and then the competition in life insurance industry will become increasingly fierce in the future.In recent years,the life insurance income of Henan Province has increased rapidly.With the innovative business models such as big data,Internet technology have an great impact and severe test on the whole traditional insurance industry.All of this requires HZ Life Insurance Henan Branch to formulate development strategies,by using of their own advantages and development opportunities,together with "service to customers,innovation driven development" concept,during the period of the rapid development of the whole industry.Narrow the gap of the first and the second step,guarantee the motive force of sustainable development,to make its rapid growth.This paper introduces the background and significance of the study,and analyzed about the basic theory of strategic management,in order to make theoretical direction for the strategic analysis of life insurance companies.On this basis,using the premium data in HZ Life Insurance Henan Branch over years compared with the other large insurance companies in Henan,combined with research of its environment strategic management,using PEST theory to analyze macro environment and the SWOT theory model to analyze micro environment,points out that the opportunities,challenges and their shortcomings and advantages they are facing to.Finally,according to the company’s overall development strategy,the essay provides strategic support for enterprise strategy implementation through the product and brand culture.In order to promote the company’s healthy development,and improve their management ability,enhance its market share,make the company’s future development by its own needs.Willing to promote the company’s development,and gain more competitive advantages in the life insurance industry.