天安人寿吉林分公司发展战略研究 近年来，随着政府政策的大力支持、宏观经济的发展向好，中国保险业迎 来了前所未有的发展机遇。在寿险行业中，占市场主体数量90%以上的中小型 寿险公司，整体发展迅猛、占比越来越大，作为行业内一股不可忽视的力量， 对我国寿险业的发展已产生了越来越重要的影响。天安人寿吉林分公司，作为 吉林市场的一家新进主体，也是中小型寿险公司中的突出代表，其强劲的发展 势头备受行业瞩目。然而，在经历了公司初创期的业务快速发展后，公司从业 务发展、队伍建设、内部治理等各方面都面临着新一轮的考验和挑战，尤其在 当今监管形式日趋严峻、机构铺设受到限制、保险产品要求转型等一系列新形 势下，天安人寿吉林分公司也面临着必须制定一套适应新形势的发展战略，才 能使公司在新的发展时期继续保持业务快速增长、经营持续良好的发展局面， 实现公司跻身行业第一梯队的战略目标。同时，天安人寿的成功发展也将对其 他中小型寿险公司起到标杆引领作用，激发发展劲头、坚定发展信心，共同谱 写新时期民族寿险业的宏伟篇章，这是本文的由衷期望。 本文中主要采用了文献研究法、案例分析法、统计分析法和理论与实践结 合法四种方法。 首先对公司的基本发展情况、主要业务渠道发展情况、财务经营情况、人 力资源情况及其他管理情况进行综合分析，从而对公司的发展给予了客观评价， 并进一步指出公司存在的问题及问题产生的原因。 其次，运用PEST和五力模型对企业所处的宏观环境和产业环境进行综合分 析，进一步明晰了公司的外部环境，又在对公司内部环境分析的基础上运用 SWOT模型进行战略分析，得出公司应该采用增长型战略，借助外部机会、发 挥自身优势，实现跨越发展。 II 最后，根据天安人寿吉林分公司的企业愿景提出公司长期和短期的战略目 标，并根据增长型战略，对天安人寿吉林分公司的发展战略进行制定。战略制 定主要以扩张业务领域、提升客户服务、优化业务结构、渠道多元发展等策略 为主促进业务快速发展、保证效益持续提升。实施领域扩张策略，主要以健全 养老保险体系、落实保险精准扶贫工作为着力点，充分发挥天安人寿作为险企 在国家应对老龄化社会和建成小康社会的进程中的作用，借势宏观政策、拓宽 业务空间；实施客户服务策略，主要从加强客户关系管理和树立优质服务品牌 方面入手，提升公司品牌影响、支撑业务快速发展。实施结构优化策略，主要 从保持健康保险优势、加快长期期交转型、增加产品附加功能等角度入手，大 力调整业务结构，提升公司业务价值；实施渠道多元策略，分别从个人代理、 银行代理、团体保险、中介代理等各个渠道构建多元化的发展战略，发挥渠道 优势、实现利润增长；为了保障上述战略的顺利实施，从人事管理、财务管理、 内控管理三个方面提出具体保障措施。 关键词： 天安人寿；发展战略；SWOT分析 III Abstracts Study on the Development Strategy of Jilin Branch Company of Tianan Life Insurance For the strong support from government and positive development of the domestic macroeconomic environment, China's insurance industry is experiencing an unprecedented development time. During the life insurance part, SMEs which account more than 90%, are showing more potential possibilities to the world. Tian An Life Insurance, as a powerful Market newcomer of Jilin, has been attracting attention from all the sides. However, with the expansive develop of the company, Tian An definitely has met some difficultiesand challenges，under the background of increasingly rigorous regulation, restricted agency deployment, and transformation of insurance product requirements, Tianan Life Insurance of Jilin Branch also need a new strategic management tools , to convert SMEs leadership into membership of first group. Set up a benchmark for the fellows, working together for the future. In this paper, literature research, case analysis, statistical analysis and combination of theory and practice are mainly used. First of all, Comprehensive analysis about the company's basic development, development of major business channels, financial operations, human resources and other management operations has been accomplished in order to make an objective evaluation for the company, and summary the existing problems. Secondly, PESTs and the five-force model are explored to estimate general environment, industrial environment and basic resources of enterprise. Base on the results above, SWOT method are used to practice the strategic analysis, according to the analysis, increase strategy, relying on external opportunities and advantages of enterprise will be inevitable choices of solutions. Finally, long-term and short-term development goals are proposed according to the prospects of enterprise. For high-speediness business and continuous improvement of efficiency ,Development strategy formulation are mainly consisted of IV expanding business areas,improving customer service, optimizing business structure and diversifing development of channels. During the business expansion tcctics,it is focused on implementation of the government insurance poverty alleviation policy, supervision and management compensation service requirements, and vigorously promoting the elderly insurance, and increasing the importance of Tianan Life Insurance as an insurance company，Take advantage of macroeconomic policies and promote company development. For the customer service dimension, he policy of customer relationship and high-quality brand will be made to promote the rapid development of operation.For the business strructure dimension, we should maintain the advantages of health insurance, promote the annuity insurance, and attach additional functions to our products, and adjust the business structure and enhance the business value of the company.For the channel strategy dimension, we should build a diversified development strategy from individual channels, bank agents, group insurance business and intermediary business, exploit channel advantages and achieve goals of profit growth.Specific measures of human resource, compensation mechanism, and internal control compliance. etc. will also be made to ensure the smooth implementation of above strategies.