Research On The Development Strategy Of Ping An Life Jilin Branch In The Era Of Mobile Internet

In recent years,with the strong support of government policies and the good direction of macroeconomic development,China's insurance industry has ushered in unprecedented opportunities for development.It has more and more important influence on the development of life insurance industry in China.Ping An Life Jilin Branch,as the main body of Jilin life insurance market,is also an outstanding representative of large-scale life insurance companies.Its strong development momentum has attracted the attention of the industry.However,after the rapid growth of the company's business in the development period,the company is facing a new round of tests and challenges in terms of agent team building,marketing channels,product innovation,incentive mechanism,etc,In the new round of development trend,Ping An Life Insurance Jilin branch should face the difficulties,keep the position of the first-class echelon in the insurance industry,and become the international leading technology-based personal financial life service group.This paper mainly uses three methods: literature research,case analysis,theory and practice.First of all,the company's development status,operation status and human resource status are comprehensively analyzed,so as to give an objective evaluation of the company's development,and further point out the problems and causes of the problems.First of all,we use pest and Porter's five forces model to analyze the macro environment and industrial environment of the enterprise,further clarify the external environment of the company,and then use SWOT based on the analysis of the internal environment of the company Through the strategic analysis of the model,it is concluded that the company should adopt the development strategy based on the advantages and opportunities revealed by the enterprise,so as to make the strategy meet the requirements of giving full play to its strengths and making the best use of opportunities.Secondly,according to the corporate vision of Ping An Life Jilin Branch,the long-term and short-term strategic objectives of the company are proposed,and according to the development strategy,the development strategy of Ping An Life Jilin branch is formulated.The strategy is mainly based on product innovation,customer service,talent team construction,and diversified development of channels,so as to promote the rapid development of business and ensure the continuous improvement of benefits.To implement the strategy of product innovation differentiation and the strategy of product differentiation,we should enhance the brand advantages of life insurance products from the aspects of product publicity,insurance product innovation and re innovation;The implementation of service differentiation strategy is mainly to continue to implement "3A" service,improve customer satisfaction index system,and enhance customer satisfaction and loyalty;the differentiation strategy of talent team points out that we should increase the application of AI technology in talent recruitment,attach importance to talent training,and establish a talent team with high cohesion and comprehensive quality;the differentiation strategy of marketing channel points out that we should make comprehensive profit Actively explore cross-border cooperation and develop life insurance market with the linkage effect of personal insurance,telemarketing,bancassurance,mobile platform and Internet channels.Finally,in order to ensure the smooth implementation of the above-mentioned strategy,from the financial security,organizational system,technical support,culture construction,four aspects of specific security measures.