Research On The Business Development Strategy Of The United Life's Community Nursing Service

In recent years,with the continuous and healthy development of the insurance industry in China,the original premium income has been increasing continuously.In 2018,the original insurance premium income of the insurance industry was RMB380.662 billion,an year-on-year rise of 3.92%,and the balance of available funds exceeded RMB16 trillion.At present,more than 70% of the funding source of insurance industry comes from the long-term life insurance business,but in terms of the application of insurance funds,it is still mainly concentrated in short-term investment channels such as bonds and bank deposits and so on.The phenomenon of "long money short allocation" is serious.In order to achieve the dynamic balance between the asset side and the liability side of the insurance company,improve the rate of return of enterprises,and seek a long-term and stable investment process have become a new topic for the insurance company.Meanwhile,China has entered an aging society.The number and aging speed of the elderly population extremely exceed those of developed countries such as Europe and the United States,which has brought a great burden to the current pension service system in our country.Moreover,the elderly are often accompanied by various health problems and need professional medical services and nursing services.The traditional home-based pension can not meet this demand,which means that it is great potential for the development of the community nursing service.The construction of the community nursing service requires long-term and stable funding sources,which coincides with the investment process that insurance funds have been seeking.The construction of the community nursing service invested by insurance funds can not only help the social pension service system,but also expand the investment channels,extend the life insurance industry chain and promote the overall development of the company.This paper studies the business development strategy of the United Life's Community Nursing Service.On the basis of a comprehensive introduction of its development status,PEST and Michael Porter Five Forces Model are used to analyze its faced external environment,while it discusses the internal conditions of its development.Author use the current situation of the United Life's Community Nursing Service in Wuhan as an example,it summarizes some problems faced by the United Life's Community Nursing Service in the business development at present.United Life is committed to building a composite community for the aged,with institutional care as the core,to design "customized" health management services for the elderly.On the basis of defining this development goal,the SWOT analysis is used to illustrate the advantages,disadvantages,opportunities and challenges of the United Life's Community Nursing Service.By comparing the possibilities of implementing various competitive strategies,the differentiation centralization strategy is finally determined as the competitive strategy of the United Life's Community Nursing Service.The United Life's Community Nursing Service is mainly concentrated on the customer group of the middle class to provide them with non-standardized integrated pension services including institutional pension,leisure and convalescence,go sightseeing and so on.To formulate effective measures to implement the development strategy and give suggestions on the location and design of the community nursing service,the provision of differentiated services,and the innovation of business models,etc.,so as to promote the healthy and rapid development of the United Life's Community Nursing Service.At the same time,in order to better ensure the implementation of the business development strategy of the United Life's Community Nursing Service,the company should strengthen the construction of talents,resources,and operation mode and so on.At present,the trend of professional pension community for insurance investment in China is just emerging,and the existing research literature is relatively less.The early start of the construction invested by the United Life's Community Nursing Service and the systematic study of its development strategy,which will be helpful to provide suggestions and references for other main subjects to participate in the investment,construction,and operation of the community nursing service.Starting from the current situation of China,this paper explores the basic development strategy of insurance funds investing in the community nursing service,which has certain practical value for the development of the community nursing service industry in China.