發(fā)布時(shí)間：2018-01-18 02:21

  本文關(guān)鍵詞：基于二元視角的XX保險(xiǎn)公司發(fā)展戰(zhàn)略研究　出處：《南華大學(xué)》2015年碩士論文　論文類(lèi)型：學(xué)位論文

  更多相關(guān)文章： 二元結(jié)構(gòu) 二元發(fā)展 商業(yè)保險(xiǎn) 發(fā)展戰(zhàn)略

【摘要】：XX保險(xiǎn)公司成立近三十年,已經(jīng)成為行業(yè)的領(lǐng)導(dǎo)者之一,具有品牌、人員等優(yōu)勢(shì),然而在二元發(fā)展的機(jī)遇面前,如何解決行業(yè)壁壘,改變以往對(duì)于農(nóng)村市場(chǎng)不重視而導(dǎo)致的農(nóng)村市場(chǎng)份額不足,競(jìng)爭(zhēng)力不足等問(wèn)題已經(jīng)成為企業(yè)二元發(fā)展的關(guān)鍵。在公司二元發(fā)展的策略影響下,本文就XX保險(xiǎn)公司如何實(shí)施二元策略,以實(shí)現(xiàn)農(nóng)村與城市市場(chǎng)共同發(fā)展為目標(biāo)展開(kāi)研究,以調(diào)查法、文獻(xiàn)研究法和理論研究法作為主要研究方法,通過(guò)調(diào)查XX保險(xiǎn)公司發(fā)展的宏觀環(huán)境和行業(yè)環(huán)境,發(fā)現(xiàn)當(dāng)前XX保險(xiǎn)公司二元發(fā)展戰(zhàn)略的主要阻礙是城市市場(chǎng)新進(jìn)入企業(yè)多導(dǎo)致競(jìng)爭(zhēng)日益激烈,農(nóng)村市場(chǎng)份額大部分被其它公司瓜分導(dǎo)致開(kāi)拓該市場(chǎng)存在困難。對(duì)此,本文結(jié)合公司的人力資源和品牌優(yōu)勢(shì)以及政府提出的城鄉(xiāng)統(tǒng)籌發(fā)展戰(zhàn)略帶來(lái)的機(jī)遇進(jìn)行研究,確定公司應(yīng)該通過(guò)產(chǎn)品和營(yíng)銷(xiāo)的差異化來(lái)實(shí)現(xiàn)二元發(fā)展。具體策略為:首先針對(duì)農(nóng)村市場(chǎng)需求,研發(fā)出符合需求的產(chǎn)品,采用集會(huì)推廣等營(yíng)銷(xiāo)方式進(jìn)行產(chǎn)品營(yíng)銷(xiāo);其次建立企業(yè)APP平臺(tái),利用該平臺(tái)實(shí)現(xiàn)城市和農(nóng)村市場(chǎng)產(chǎn)品的銷(xiāo)售,真正達(dá)到資源整合和優(yōu)化配置的目的。在確定二元發(fā)展戰(zhàn)略后,公司還應(yīng)該從完善組織結(jié)構(gòu),加強(qiáng)人員培訓(xùn)管理等層面進(jìn)行改進(jìn),保證策略的實(shí)施。研究針對(duì)XX保險(xiǎn)公司實(shí)際經(jīng)營(yíng)情況以及保險(xiǎn)行業(yè)的市場(chǎng)環(huán)境提出二元發(fā)展戰(zhàn)略,它不僅可以指導(dǎo)XX保險(xiǎn)公司發(fā)展戰(zhàn)略的實(shí)施也為保險(xiǎn)行業(yè)同類(lèi)公司二元發(fā)展提供借鑒,有效補(bǔ)充了保險(xiǎn)公司二元發(fā)展的理論研究,具有一定的理論價(jià)值和積極的實(shí)踐指導(dǎo)意義。
[Abstract]:Xx insurance company was founded nearly 30 years, has become one of the industry leaders, with brand, personnel and other advantages, but in the face of dual development opportunities, how to solve industry barriers. Changing the lack of rural market share and competitiveness caused by the lack of attention to the rural market has become the key to the dual development of enterprises, under the influence of the strategy of dual development of companies. In this paper, XX insurance company how to implement the dual strategy to achieve the development of rural and urban markets as the goal of the study, with the investigation method, literature research and theoretical research as the main research methods. By investigating the macro environment and industry environment of XX insurance company's development, it is found that the main obstacle of XX insurance company's dual development strategy is that more and more enterprises enter the city market, which leads to the increasingly fierce competition. The fact that most of the rural market share has been divided up by other companies has made it difficult to develop the market. Combined with the company's human resources and brand advantages as well as the government's urban and rural development strategy brought opportunities to study. Determine that the company should achieve dual development through product and marketing differentiation. The specific strategy is: first of all, to meet the needs of the rural market, to develop products that meet the needs. The product marketing is carried out by means of assembly promotion and other marketing methods. Secondly, the enterprise APP platform is established, which is used to realize the sales of the products in the urban and rural markets, so as to achieve the purpose of resource integration and optimal allocation. After the dual development strategy has been determined. The company should also improve its organizational structure and personnel training management. According to XX insurance company's actual operation situation and the insurance industry market environment put forward the dual development strategy. It can not only guide the implementation of XX insurance company development strategy, but also provide reference for the development of similar companies in the insurance industry, effectively complement the theoretical research of insurance company dual development. It has certain theoretical value and positive practical significance.
【學(xué)位授予單位】：南華大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F842.3;F272

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