英杰华

　　英杰华保险成立于1696年，总部设在伦敦。经过300多年的发展，现在的英杰华已经成为英国最大的跨国保险集团。英杰华于1861年首次涉足国际市场，成功地在全球建立了庞大的业务网络。今天，作为全世界最具国际性的公司之一，英杰华的59,000名员工在全世界30多个国家为2500多万客户提供服务。
　　??英杰华和中国的联系比大多数人想象的要早很多。事实上，早在十九世纪，合并前的商联保险(Commercial Union)和保众保险(General Accident)便开始在中国设立办事机构。一百多年以后，英杰华又一次来到中国，于1994年在北京开办了第一家代表处。
　　该企业在2007年度《财富》全球最大五百家公司排名中名列第五十。
　　Core purpose
　　Our overriding goal is to provide prosperity and peace of mind for our customers.
　　Business strategy
　　To achieve this goal, we need to be a clear leader in helping our customers grow their wealth and protect their assets and their health.
　　The group’s activities are organised into two strategic areas:
　　Long-term savings and fund management – Offer ing a superior range of long-term savings, investment and protection products in markets that offer significant opportunities for growth.
　　General insurance, health and related services – Providing a broad range of competitive motor, property, health and related insurance services to individuals and small to medium-sized enterprises in chosen markets.
　　Strategic priorities
　　To meet our objectives, our strategic focus is on:
　　Understanding and meeting the evolving needs of our customers;
　　Building profitable businesses in selected areas where we have, or can achieve, market leading positions;
　　Working closely with business partners to deliver efficient and effective distribution channels;
　　Using brands to widen our leading positions;
　　Delivering growth organically and through carefully selected acquisitions designed to increase shareholder value;
　　Using our scale to deliver benefits, including cost-competitiveness;
　　Attracting, motivating and retaining talented people who are committed to Aviva’s values and ambitions.
　　These strategies set out the overall high-level direction of the group. Individual business units subsequently select those strategic options that are relevant to their individual markets.
　　Lord Sharman of Redlynch OBE
　　Lord Sharman of Redlynch OBE, chairman, March 2006:
　　“Aviva is a complex and evolving business and we have recently given consideration to clarifying our strategy. In summary, our business strategy is to be a clear leader in helping our customers grow their wealth and protect their assets and their health.
　　”We do this by offering a superior range of long-term savings, investment and protection products in markets that offer significant opportunities for growth; and by providing a broad range of competitive motor, property, health and related insurance services to individuals and small to medium-sized enterprises in chosen markets.
　　“References in our strategy to withdrawing from businesses that do not offer the potential for market-leading positions or superior returns have been discontinued, as that work is now complete.”

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