仁丰人寿保险股份有限公司发展战略研究 中国政府在 2004 年加入 WTO 后国内的保险市场全部打开，中国的保险企 业既要面对具有雄厚实力的外资保险公司的竞争，又要在适应本地市场的基础 上寻找出适合自己企业发展的新道路。仁丰人寿成立于 2008 年，在面对着外资 保险公司实施全面竞争战略的特殊时期，对内有国寿、平安等老牌寿险公司的 竞争压力的情况下，对外有外资、民营追兵的特殊时期，如何在内忧外患的情 况下发展本公司成为现阶段面临的最重要的问题。 本文通过分析仁丰人寿保险成立以来的业务发展状况和内外部条件，结合 当前经济环境、政策背景、文化理念下行业发展的机遇和挑战，然后从本地保 险行业环境、吉林保险市场供给与需求、仁丰人寿现有状况及存在的问题、SWOT 分析等方面进行了分析研究，提出了适合仁丰人寿的发展战略和发展建议。在 本地市场分析中结合本地的整体的经济环境和发展趋势得出吉林地区对保险产 品的需求。在仁丰人寿保险公司内部环境分析中，通过对公司内部资源总结出 公司在业务能力分析、组织架构、公司业务能力、公司企业文化以及运营管理 的优劣势。在加强公司运营管理、提升公司的核心竞争力，完善和升级市场销 售渠道、加强消费者关系等方面入手，提高公司的综合实力，同时从完善公司 管理制度、提高信息技术手段着手，保障公司战略的实施。为保障仁丰人寿保 险公司所选战略的有效实施，在深化人力资源体系建设、完善制度管理体系建 设、规范企业文化制度建设等方面提出了具体的措施。 全文结合仁丰人寿的内外条件以及现阶段发展情况，结合公司所处的经济 背景、政策环境、文化环境，制定适合公司现阶段情况的发展战略，实现公司 的发展目标。在我国老龄化程度日益加重，延迟退休等政策逐步推进的前提下， 我国寿险市场开发程度与发达国家相比相对较低，我国寿险市场的发展前景广 阔，发展深度亟待提高。通过本文研究的相应的战略管理方法及手段，促使仁 丰人寿保险公司进一步的发展，对于建立行之有效的营销体系、树立先进的营II 销理念具有重大意义，促进仁丰人寿保险公司在高速发展的保险行业得到快速 的发展壮大。 关键词： 人寿保险，保险营销，SWOTIII Abstract Research on Development Strategy for Renfeng Life Insurance Limited Company After the Chinese government joined the WTO in 2004, the domestic insurance market was fully opened. Chinese insurance companies must not only face the competition of foreign-funded insurance companies with strong cities, but also find out suitable for their own development on the basis of adapting to the local market. Renfeng Life Insurance was established in 2008. In the face of the special period of implementation of a comprehensive competition strategy by foreign-funded insurance companies, and the pressure of competition from domestic life insurance companies such as China Life Insurance and Ping An, there are special foreign-funded and private-owned chasing soldiers. During the period, how to develop the company under the circumstances of internal and external problems has become the most important issue facing us at this stage. This article analyzes the business development status and internal and external conditions of Renfeng Life Insurance since its establishment, combined with the current economic environment, policy background, and industry development opportunities and challenges under the cultural concept, and then from the local insurance industry environment, Jilin insurance market supply and demand, Renfeng Life's current situation and existing problems, SWOT analysis and other aspects were analyzed and researched, and a development strategy and development recommendations suitable for Renfeng Life were proposed. In the analysis of the local market, the demand for insurance products in Jilin is obtained by combining the local economic environment and development trends. n the internal environment analysis of Renfeng Life Insurance Company, the company's internal resources are used to summarize the company's advantages and disadvantages in business capability analysis, organizational structure, company business capability, company corporate culture and operation management. Starting from strengthening theIV company's operation management, enhancing the company's core competitiveness, improving and upgrading market sales channels, strengthening consumer relations, etc., to improve the company's comprehensive strength, while starting from improving the company's management system and improving information technology, to ensure the company's strategy Implementation. In order to ensure the effective implementation of the selected strategy of Renfeng Life Insurance Company, specific measures were proposed in the aspects of deepening the construction of human resources system, perfecting the construction of system management system, and standardizing the construction of corporate culture system. Through the corresponding strategic management methods and means studied in this article, to promote the further development of Renfeng Life Insurance Company is of great significance to the establishment of an effective marketing system and the establishment of advanced marketing concepts, and to promote the rapid development of Renfeng Life Insurance Company. The insurance industry has grown rapidly.