Research On The Competitive Strategy Of China Continent Insurance Xi’an Branchy

Over the past 40 years since the reform and opening up,China’s insurance industry has made remarkable development achievements.The automobile industry has developed rapidly.Motor vehicle insurance(hereinafter referred to as "automobile insurance")has become the largest business type of property insurance products in terms of premium scale.According to the data released by Shaanxi Automobile Industry Association,by the end of2021,the number of automobiles in Xi’an has reached 407 million,and automobile insurance plays an increasingly important role in people’s lives.At the same time,in order to promote the high-quality development of the auto insurance industry,the CBRC officially released the Guiding Opinions on the Comprehensive Reform of Auto Insurance in 2020 on September 19,2020.The comprehensive reform of auto insurance was formally implemented,and the operating environment of auto insurance was further standardized.In this context,the competition in the auto insurance industry is becoming increasingly fierce,the operating cost continues to rise,and the development space of the auto insurance business of small and medium-sized insurance enterprises is severely squeezed.In order to survive in the severe market competition,it is necessary for small and medium-sized insurance enterprises to adopt differentiated auto insurance competition strategies and give full play to their own advantages to expand their living space.This paper first introduces the research background and significance,clarifies the research methods and technical routes,according to the competitive strategy theory and core competitiveness theory,uses PEST analysis method and SWOT analysis method to make a comparative analysis of the macro environment and industry environment in which China Continent Insurance Xi’an Branch automobile insurance business develops,and clarifies the opportunities and challenges faced in the development of automobile insurance business.On this basis,this paper makes an in-depth analysis of the development status,competitive resources and competitiveness of China Continent Insurance Xi’an Branch.According to the applicable conditions of different types of competitive strategies,this paper proposes that differentiation competitive strategy is the most suitable competitive strategy for the development of China Continent Insurance Xi’an Branch.In terms of the implementation of differentiation strategy,this paper proposes to implement differentiation development strategies from products,channels,talents,marketing,services,institutional development and other aspects to improve the competitiveness of automobile insurance business.In combination with the company’s resources and advantages,the company has formulated organizational structure,technical ability,innovation ability,financial management and corporate culture and other safeguards to ensure the effective implementation of the competitive strategy of the auto insurance business.Through this study,I hope to provide suggestions for China Continent Insurance Xi’an Branch and other insurance companies to formulate their auto insurance business competition strategies,and help Xi’an auto insurance industry and even the national auto insurance industry to achieve high-quality development.