摘要
我国保险市场发展潜力十分巨大。据预测，我国拥有4000亿美元寿险潜
在市场等待开发，被国外金融界称为“保险业最后的处女地”，但我国的寿
险营销仍处于初级发展阶段，加入WT0后五年内，我国保险市场将实现全面
开放的局面。面对机遇与挑战，如何灵活适应WT0规则，实施适应我国国情
的竞争战略是摆在我们面前的一个深层次的课题，本文以中国加入们O后第
一年，各行各业的迅速发展为历史背景，通过中国人寿哈分公司的决策层对
公司进行变革这一案例的描述，介绍了中国人寿哈分公司的基本情况，面临
的形式，竞争战略的具体实施及取得的成绩：重点叙述了中国人寿哈分公司
以营销战略为核心所实施的企业文化创新战略、服务创新战略及人力资源创
新战略。在案例分析中，运用核心竞争力等理论对中国人寿哈分公司主动出
击，对其自身存在的问题深刻剖析、诊断，重新进行战略调整，从而提高核
心竞争力的战略过程做出分析、评价；通过对这一典型案例进行研究，以期
对保险业的改革发展起到一定的借鉴作用。

关键词：变革；创新：竞争战略：核心竞争力
Abstract
These is a vast insurance market Potential in China．tt is predicted that a big
market for life insurance in China amounts to$400 billion to be developed．There
fore China’S life insurance is called‘&39;the last virgin soil of insurance”by foreign
financial institutions．However，OUr national life insurance market is still in tll
primary period．In five years after joining WTO，a completely opening up to the
outside world will be realized．Face the opportunity and challenge，a tough task is
laying before US，that is how to create a new marketing slxategy to fit the situations
in China to WTO rulesl This article is grounded in the rapid development of
China’S economy in the first year after China’s entry into WTO，current situation，
strategic regulations and achievements of China Life Insurance Harbin Company
through describing the case about the company’S revolution strategy iegulations
by the policymaking group．There is art important point to describe Cmna Life
Insurance Harbin Company regard marketing as core implement：of corpomte
culture strategy，service strategy，human resources strategy．In the case，we
analyze Harbin China Life Insurance Harbin Company’S strategic regulation using
the theory of core competition ability to make the evaluation．By the study，we
hope that it be helpful for the reformation and development of the insurance
enterprises．
Key words：Reform；Innovation．：Competition strategy；Core competition ability