本文選題：保險品牌 + 風(fēng)險管理　； 參考：《山東大學(xué)》2008年碩士論文

【摘要】： 2006年6月頒布的《國務(wù)院關(guān)于保險業(yè)改革發(fā)展的若干意見》明確指出保險具有經(jīng)濟補償、資金融通和社會管理功能,是市場經(jīng)濟條件下風(fēng)險管理的基本手段,是金融體系和社會保障體系的重要組成部分,在社會主義和諧社會建設(shè)中具有重要作用。由此可將保險行業(yè)在經(jīng)濟和社會發(fā)展進(jìn)程中具有重要的作用。改革開放特別是黨的十六大以來,我國保險業(yè)改革發(fā)展取得了舉世矚目的成就,但是我們也應(yīng)該看到我國保險業(yè)整體競爭力不強,我國的保險深度和保險密度不僅落后于發(fā)達(dá)國家,而且落后于許多發(fā)展中國家,而導(dǎo)致保險業(yè)競爭力不強的主要原因就是保險企業(yè)的競爭力不強。隨著我國保險行業(yè)對外開放,大量資金實力雄厚、管理先進(jìn)的外資企業(yè)將不斷進(jìn)入,我國保險企業(yè)將面臨更加嚴(yán)峻的挑戰(zhàn),因此提升我國保險企業(yè)的競爭力、做大作強中國保險業(yè)將成為一個亟待解決的問題。 本文主要圍繞“保險企業(yè)競爭力”這一主題,提出品牌是保險企業(yè)競爭力的體現(xiàn),品牌建設(shè)是提升保險企業(yè)競爭力的關(guān)鍵。首先本文對保險企業(yè)的現(xiàn)狀進(jìn)行了分析,為下文的深入研究做出了鋪墊,由此再根據(jù)保險產(chǎn)品的特殊性對保險產(chǎn)品的內(nèi)涵進(jìn)行了擴展,指出保險產(chǎn)品的功能不僅包括傳統(tǒng)觀念所認(rèn)為的經(jīng)濟補償,而且還包括對風(fēng)險對象所提供的風(fēng)險管理,從而改變了以往只注重規(guī)模不注重效益的局面,將風(fēng)險管理提到與經(jīng)濟補償同等重要的地位。然后,本文對消費者需求進(jìn)行經(jīng)濟學(xué)分析,證明了風(fēng)險管理對消費者的重要性,并且找到了保險企業(yè)提升競爭力的關(guān)鍵,即風(fēng)險管理服務(wù)。接著,本文運用品牌經(jīng)濟理論分析保險企業(yè)應(yīng)該如何提升競爭力,指出保險品牌建設(shè)的重點就是提高產(chǎn)品品類度,同時指出保險產(chǎn)品品類應(yīng)該注重情感利益的塑造,也就是通過提供風(fēng)險管理服務(wù)提高消費者的情感利益。這是因為符合上述品類的品牌主要具有以下幾種作用:(1)可以降低消費者的選擇成本,使消費者在眾多的選擇中不假思索地選擇此品類的產(chǎn)品,擴大產(chǎn)品的銷量;(2)可以降低賠付率,提高企業(yè)的利潤;(3)能夠提高消費者的效用,從而維持老客戶,吸引新客戶(4)可以避免價格戰(zhàn),給保險企業(yè)帶來品牌溢價。最后,本文根據(jù)以上分析提出如何通過品牌建設(shè)提升保險企業(yè)的競爭力。
[Abstract]:The State Council's opinions on the Reform and Development of the Insurance Industry, promulgated in June 2006, clearly point out that insurance has the functions of economic compensation, capital financing and social management, and is the basic means of risk management under the market economy. It is an important part of financial system and social security system, and plays an important role in the construction of socialist harmonious society. Thus the insurance industry can play an important role in the process of economic and social development. Since the reform and opening up, especially since the 16th National Congress of the Party, China's insurance industry reform and development has made remarkable achievements, but we should also see that the overall competitiveness of our insurance industry is not strong. China's insurance depth and insurance density lag behind not only developed countries but also many developing countries. The main reason for the weak competitiveness of insurance industry is the weak competitiveness of insurance enterprises. With China's insurance industry opening to the outside world, a large number of capital strength, the management of advanced foreign-funded enterprises will continue to enter, China's insurance enterprises will face more severe challenges, so improve the competitiveness of our insurance enterprises, Making great efforts to strengthen China's insurance industry will become an urgent problem to be solved. This paper focuses on the theme of "the competitiveness of insurance enterprises", and puts forward that brand is the embodiment of the competitiveness of insurance enterprises, and brand building is the key to enhance the competitiveness of insurance enterprises. First of all, this paper analyzes the current situation of insurance enterprises, and makes the groundwork for the following in-depth research, and then expands the connotation of insurance products according to the particularity of insurance products. It is pointed out that the function of insurance products includes not only the economic compensation that is considered by the traditional concept, but also the risk management provided by the risk objects, which has changed the situation of paying attention to the scale and not the benefit in the past. Put risk management as important as economic compensation. Then, this paper makes an economic analysis of consumer demand, proves the importance of risk management to consumers, and finds out the key to enhance the competitiveness of insurance enterprises, namely risk management services. Then, using the brand economic theory, this paper analyzes how insurance enterprises should enhance their competitiveness, and points out that the focus of insurance brand construction is to improve the category of products, and that the category of insurance products should pay attention to the shaping of emotional interests. That is, by providing risk management services to improve the emotional interests of consumers. This is because the brands that conform to the above categories have the following main functions: 1) it can reduce the choice cost of consumers and enable consumers to choose the products of this category without thinking about many choices. Expanding the sales volume of products can reduce the loss rate and increase the profit of enterprises. It can improve the utility of consumers, maintain old customers and attract new customers. It can avoid price war and bring brand premium to insurance enterprises. Finally, according to the above analysis, this paper puts forward how to improve the competitiveness of insurance enterprises through brand building.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：F273.2;F842.3

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