摘 要 孵化于中国，壮大于海外的友邦保险企业，是新中国成立后第一家进入国内市场的外资保险企业，其先进的管理经验、市场开发能力及独特人事管理制度纷纷被国内保险企业效仿，为国内保险企业的发展壮大提供大量的可借鉴经验。但随着中国保险市场容量不断扩大、监管手段日趋成熟、监管政策不断宽松的形势下，友邦保险企业中国市场开拓并没有显着增长，其发展战略已经滞后于兴旺蓬勃的保险市场发展速度。友邦必须进行战略性区域扩张，扩大市场份额，从区域市场向全国市场进军是积极应对竞争的必然选择。
本文以友邦保险企业拟进行东北区域发展战略管理方案制定作为研究对象，在理论基础上，确定了友邦保险企业在东北区域发展战略步骤和内容；通过归纳分析的方式了解友邦保险企业的竞争优势及在东北区域发展面临的内外部环境带来的影响，总结了中国保险市场发展趋势，市场竞争的表现特点；利用 SWOT 分析模型分析得出友邦保险企业自身的优势、劣势，外在的机会和威胁，根据分析结果进行战略目标设定，确定东北区域发展战略重点，从人力资源、产品和业务、客户营销等方面落实具体策略，从培训保障、资金支撑、客户服务等角度全面进行制定保障措施，实现发展战略目标。在友邦保险企业东北区域发展战略研究中，通过东北市场潜力对比、企业能力对比、不同保险企业产品差异对比，制定出提升友邦保险企业市场发展竞争力的方案，为友邦保险企业在东北区域进行业务发展提供参考方案，也为我国本土保险行业市场的健康发展提供借鉴思路。
The AIA Insurance Company, which was hatched in China and stronger than overseas,was the first foreign-funded insurance company to enter the domestic market after the founding of New China. Its advanced management experience, market development capabilities, and unique personnel management systems have all been emulated by domestic insurance companies. It provides a lot of reference experience for the development and growth of domestic insurance enterprises. However, with the expanding capacity of the Chinese insurance market, mature regulatory means, and loose regulatory policies, the development of AIA's Chinese market has not grown significantly, and its market development strategy has lagged behind the booming market. AIA must carry out strategic market expansion, expand market share, and enter the national market from the regional market is an inevitable choice to actively respond to competition.
In this paper, the strategic development plan of AIA for Northeast market development is studied, and the strategic steps and contents of AIA in northeast market are determinedaccording to relevant theories. Through the way of induction and analysis to understand the competitive advantages of AIA and the impact of the internal and external environment in the company's Northeast market development, summarized the development trend of China's insurance market, market competition performance characteristics; The SWOT analysis model was used to make a strategic analysis of the development of the Tohoku insurance market in AIA, and the advantages, disadvantages, and external opportunities and threats of AIA were analyzed. According to the analysis results, strategic choices were made to determine the strategic priorities for the development of the Tohoku market. We will implement specific strategies for market development in terms of human resources, products and businesses, and customer marketing, and work out comprehensive safeguards from the perspectives of training support, capital support, and customer service to achieve strategic goals in market development. In the study of the development strategy of AIA Northeast Market, through the comparison of the potential of the Northeast Market, the comparison of company capabilities,and the comparison of product differences between different insurance companies, a plan to improve the competitiveness of AIA Insurance Market was formulated, which provided a reference plan for AIA's business development in the Northeast Market. It also provides reference ideas for the healthy development of the local insurance market in China.
Key words: AIA insurance; Northeast Insurance market; Development strategies; SWOT analysis model。
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