Research On Strategic Management Of Northeast Area Development Of AIA Insurance Company

The AIA Insurance Company,which was hatched in China and stronger than overseas,was the first foreign-funded insurance company to enter the domestic market after the founding of New China.Its advanced management experience,market development capabilities,and unique personnel management systems have all been emulated by domestic insurance companies.It provides a lot of reference experience for the development and growth of domestic insurance enterprises.However,with the expanding capacity of the Chinese insurance market,mature regulatory means,and loose regulatory policies,the development of AIA's Chinese market has not grown significantly,and its market development strategy has lagged behind the booming market.AIA must carry out strategic market expansion,expand market share,and enter the national market from the regional market is an inevitable choice to actively respond to competition.In this paper,the strategic development plan of AIA for Northeast market development is studied,and the strategic steps and contents of AIA in northeast market are determined according to relevant theories.Through the way of induction and analysis to understand the competitive advantages of AIA and the impact of the internal and external environment in the company's Northeast market development,summarized the development trend of China's insurance market,market competition performance characteristics;The SWOT analysis model was used to make a strategic analysis of the development of the Tohoku insurance market in AIA,and the advantages,disadvantages,and external opportunities and threats of AIA were analyzed.According to the analysis results,strategic choices were made to determine the strategic priorities for the development of the Tohoku market.We will implement specific strategies for market development in terms of human resources,products and businesses,and customer marketing,and work out comprehensive safeguards from the perspectives of training support,capital support,and customer service to achieve strategic goals in market development.In the study of the development strategy of AIA Northeast Market,through the comparison of the potential of the Northeast Market,the comparison of company capabilities,and the comparison of product differences between different insurance companies,a plan to improve the competitiveness of AIA Insurance Market was formulated,which provided a reference plan for AIA's business development in the Northeast Market.It also providesreference ideas for the healthy development of the local insurance market in China.