Abstract
ABSTRACT
Insurance market of Inner Mongolia has been in rapid growth and keeping gold
development period on profit in the past ten years. At the same time, insurance market of
Inner Mongolia is in a disordered competition and serious situation, the subject of their
irrational competition affects the industry image, also led to the management of
short-term behavior.
Since this year, the CIRC restrained the resurgent behavior ofget ahead of, and
again seriously rectify property insurance market order, issuednotice of related issues
on further intensify efforts to regulate the property insurance market order , (it’s called
the document No. 39 in the industry), No.39 document requires that each company
should be adjusted business planning and performance evaluation policy to the species of
insurance, regions and time distribution; and should control measures and
responsibility clearly and ensure the main person serves as the first person. The No.39
document of CIRC will play a very important role on rectifying the market order, for
short-term market development will bring a certain impact, but in the long term, it is the
important measure to keep the healthy development of the market.
In such a market environment, it realizes the leaping development since China life
property insurance was founded for five years, its premium scale ranked fifth in national
property industry at the end of 2011, this year is the strength of China's property industry
and the main force. China life property of Inner Mongolia branch was established in
September 2010, Inner Mongolia was completed magnificent feat to break the record on
premium scale of over two hundred million yuan to be the first one in 2011 property
market, became exotic flower of Inner Mongolia in the insurance market in wonderful
work. Since 2012, under the stagnant state of China life property of Inner Mongolia
branch, it maintains the growth rate of more than 100%once again. The premium scale is
up to 460 million. Its growth also raises a series of problems. The first is to become a key
to examinations of regulatory authorities; the second is to become the focus of industry
competitors; the third is shown that it cannot match with the growth rate of premium on摘要
策和经营策略等内容的研究和分析，从中国人寿财险企业角度研究分析现有战
略，找出执行力方面存在的问题。研究中国人寿财险内蒙古分公司开业以来的
战略规划和战略执行力情况，对目前战略执行力情况进行剖析，对其竞争力进
行评价，从解决执行力不足和提高执行力方面解决公司目前遇到的困难和瓶颈，
提炼出用于目前公司改进的具体工作措施、工作方法和决策思路，实践于公司
经营管理。

关键词：战略地图 战略执行力 销售能力建设摘 要
内蒙古保险市场在过去的十年正处于保费快速增长、承保持续盈利的黄金
发展时期。于此同时，内蒙古保险市场也陷入了无序竞争和秩序混乱的状况，
各家主体的非理性竞争，影响了行业形象，也导致了经营的短期行为。

今年以来，中国保监会在明令遏制重新抬头的“大干快上”行为后，再出
重拳整顿财产保险市场秩序，下发《关于进一步加大力度规范财产保险市场秩
序有关问题的通知》，（业内称 39 号文件），39 号文件明令要求各公司应将调整
后的业务规划和绩效考核政策细化到险种、地区和时间分布，要明确控制措施
及责任追究办法，确定各层级主要负责人为第一责任人。保监会 39 号文件，对
整顿目前市场秩序将起到非常重要的作用，短期来讲对市场发展会带来一定冲
击，但是从长远来看，是保证市场健康发展的重要举措。

在这样的市场环境下，中国人寿财险成立五年来，实现了跨越式的发展，
2011 年底保费规模排名全国财险行业第五，绝对是今年中国财险行业的有生力
量和生力军。中国人寿财险内蒙古分公司成立于 2010 年 9 月，2011 年完成了内
蒙古财险市场上第一个完整年度保费规模突破两亿元的壮举，成为内蒙古保险
市场上的奇葩，2012 年以来，在整个行业市场停滞不前的境况下，中国人寿财
险内蒙古分公司再一次保持超过 100%的增长速度，保费规模达到 4.6 亿。保费
规模的高速增长也带来了一系列的问题。一是成为监管机关的监管检查重点；
二是成为行业竞争者打击、排挤、关注的对象；三是在公司基础能力建设上显
现出了与保费增速的无法匹配的滞后。

中国人寿财险作为拥有大品牌的新进主体，如何面对竞争和严峻的市场环
境，能持续、健康、快速发展呢？本文通过参考国内外学者在企业战略执行力
的应用方面的研究成果，研究近年来国内财产保险市场动态和监管趋势，以及
内蒙古自治区财险市场发展情况，监管环境和未来的市场走向，竞争对手的政Abstract
the construction of company basic ability.
Serves as a new object of old brand, China life property insurance how to face
the severe market competition environment, and how to be continuous, healthy and rapid
development This passage studies the research of the application of research in recent
years the domestic property insurance market dynamics and trends in reference to
domestic and foreign scholars in the enterprise strategy implementation, and Inner
Mongolia autonomous region property market development situation, and regulatory
environment and the future direction of the market, competition policy and business
strategy, the content of the research and analysis, finding out the problems existing in the
execution from China life property insurance to research and analysis the enterprise
existing strategy. Research the strategic planning and execution since from the opening
of China life property Inner Mongolia branch. It is necessary to analyze the situation to
evaluate its competitiveness. To solve such problems and the bottleneck from solve the
lack of executive ability or improve the Executive Ability, to find out the Specific
measures, work methods and decision-making using in company improvement and
practice in the company management.
Key Words: Strategic map， Execution since，Sales ability construction