本文關(guān)鍵詞： 吉祥人壽保險(xiǎn)公司 企業(yè)戰(zhàn)略 PEST SWOT　出處：《中南大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：近年來,中國的壽險(xiǎn)業(yè)取得了長足發(fā)展,壽險(xiǎn)市場主體快速增多、保費(fèi)規(guī)模大幅增長,整個(gè)行業(yè)開始進(jìn)入全面開放、加快發(fā)展的新階段,未來市場前景廣闊。在此背景下,吉祥人壽保險(xiǎn)股份有限公司于2012年成功開業(yè)。作為湖南省本土的首家地方保險(xiǎn)法人機(jī)構(gòu),它的成立對于促進(jìn)湖南的經(jīng)濟(jì)社會發(fā)展具有重要意義。 作為一家新公司,吉祥人壽需要有一個(gè)明晰的發(fā)展戰(zhàn)略,指導(dǎo)企業(yè)在激烈的市場競爭中求得生存,并為未來的發(fā)展奠定堅(jiān)實(shí)基礎(chǔ)。論文采用PEST、五力模型的等分析方法,從宏觀、行業(yè)層面,全面分析了吉祥人壽所處的外部環(huán)境；采用SWOT分析模型,對吉祥人壽的內(nèi)部條件進(jìn)行了深入分析,在歸納和比較吉祥人壽的競爭優(yōu)勢和劣勢、機(jī)會和威脅的基礎(chǔ)之上,推出了吉祥人壽的發(fā)展戰(zhàn)略應(yīng)選擇成長型發(fā)展戰(zhàn)略,即要充分利用其政府資源和股東優(yōu)勢,在公司發(fā)展初期立足湖南、深耕湖南市場,然后再向全國經(jīng)濟(jì)發(fā)達(dá)地區(qū)進(jìn)行擴(kuò)張,通過加大產(chǎn)品創(chuàng)新、提供優(yōu)質(zhì)服務(wù)打開其他市場,迅速提升公司的業(yè)務(wù)規(guī)模和品牌影響力,打造核心能力,最終形成差異化的競爭優(yōu)勢。最后,論文提出了戰(zhàn)略實(shí)施的具體措施和建議。
[Abstract]:In recent years, the life insurance industry in China has made great progress, the main body of life insurance market has increased rapidly, the insurance premium scale has increased significantly, the whole industry has begun to enter a new stage of comprehensive opening and accelerating development. In this context, Jixiang Life Insurance Co., Ltd. successfully opened on 2012. It is the first local insurance corporation in Hunan Province. Its establishment is of great significance for promoting the economic and social development of Hunan. As a new company, auspicious Life needs to have a clear development strategy, guide enterprises to survive in the fierce market competition, and lay a solid foundation for the future development. The paper adopts PEST. The equal analysis method of the five forces model, from the macro level, the industry level, has comprehensively analyzed the auspicious life insurance in the external environment; Using SWOT analysis model, the internal conditions of auspicious life are deeply analyzed, on the basis of summarizing and comparing the competitive advantages and disadvantages, opportunities and threats of auspicious life. Put forward the development strategy of auspicious life insurance should choose the growth development strategy, that is, to make full use of its government resources and shareholders advantage, in the early stage of the development of the company based on Hunan, deep cultivation of Hunan market. Then to expand into the economically developed regions of the country, through increasing product innovation, providing quality services to open other markets, rapidly enhance the business scale and brand influence, build core competencies. Finally, the paper puts forward the specific measures and suggestions for the implementation of the strategy.
【學(xué)位授予單位】：中南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F842.3;F272

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