發(fā)布時間：2018-03-16 08:14

  本文選題：人身保險　切入點：山西省　出處：《山西財經(jīng)大學》2013年碩士論文　論文類型：學位論文

【摘要】：改革開放以來，隨著社會經(jīng)濟實力的不斷提升，居民生活水平的不斷提高以及保障投資意識需求的不斷增長，我國人身保險業(yè)無論在保費收入、保險公司資金規(guī)模、保險產(chǎn)品種類以及險企經(jīng)營管理模式、監(jiān)管當局法律政策方面均取得了突破性的發(fā)展。但2008年金融危機之后，隨著國內(nèi)證券市場的持續(xù)低迷，銀行業(yè)工作重心的轉移，銀行理財、證券基金等理財替代品的興起，銀保新政對銀保銷售渠道的沖擊等因素，我國人身保險業(yè)出現(xiàn)了保費收入增長增速下降、產(chǎn)品收益率不高、競爭力相對下降等新表現(xiàn)。對此，國內(nèi)學者已經(jīng)對當前我國人身保險消費狀況進行了大量研究，主要集中在對壽險需求影響因素和比較壽險需求區(qū)域差異等方面的研究，但是將人身保險市場從供求雙方、市場產(chǎn)品結構多角度整體性的研究結果還比較少，并且缺乏地市角度、不同保險公司角度的深入研究，缺少將經(jīng)濟學、金融學與管理學、營銷學等學科共同應用于分析保險市場的研究成果。 本文在回顧相關理論和文獻的基礎上，分別從市場結構、保險公司經(jīng)營現(xiàn)狀、保險需求影響因素、市場公平性等四方面對山西省人身保險市場現(xiàn)狀與存在問題進行了較為深入的研究。文章認為，山西省作為中國內(nèi)陸省份，無論在經(jīng)濟規(guī)模、產(chǎn)業(yè)升級、居民保障投資意識乃至保險公司經(jīng)營管理水平上均與我國沿海發(fā)達地區(qū)存在較大差距，因此當?shù)厝松肀ｋU市場除存在保費收入增長增速下降、產(chǎn)品競爭力相對下降等全國性表現(xiàn)外，也存在著經(jīng)營主體集中度偏高、產(chǎn)品差異化較小等新趨勢、新特點。此外，山西省人身保險公司在經(jīng)營過程中也存在著產(chǎn)品賠付比率偏高、健康保險發(fā)展相對滯后的地域性特點。 從需求角度講，文章利用2007-2011年山西省各地市相關數(shù)據(jù)，利用面板數(shù)據(jù)模型分析得出當?shù)厝松肀ｋU需求與當?shù)鼐用袷杖氪嬖谡嚓P關系，但與社會保障水平、物價水平以及利率水平?jīng)]有顯著關系。另外通過對山西省人身保險市場公平性分析可知，山西省人身保險保費收入來源公平性相對較差，雖然這與當?shù)馗鞯厥薪?jīng)濟發(fā)展差異較大有直接原因，，但當?shù)馗魅松肀ｋU公司仍有充分挖掘當?shù)厍钒l(fā)達地市潛在市場的必要與動力。 在以上分析研究的基礎上，文章針對山西省人身保險市場存在的特點與問題，運用管理學、營銷學相關知識，對當?shù)厝松肀ｋU公司提出了建議，以期為實現(xiàn)當?shù)厝松肀ｋU業(yè)健康、科學發(fā)展提供可行性建議：結合自身實力，選擇正確現(xiàn)實的競爭戰(zhàn)略；立足細分市場，努力發(fā)展目標市場與客戶；提升經(jīng)營效率，降低成本并增強競爭能力；把握政策良機，積極進軍并占領“藍�！鳖I域；注重經(jīng)營風險，平衡保費收入結構與地區(qū)；改進營銷方式，助力既定競爭戰(zhàn)略的實施；做深廣告營銷，把握保險自身特點來宣傳。
[Abstract]:Since the reform and opening up, with the continuous improvement of the social and economic strength, the continuous improvement of the living standard of residents and the continuous growth of the demand for protection of investment awareness, China's personal insurance industry, regardless of premium income, insurance company capital scale, The types of insurance products, the operation and management mode of insurance companies, and the regulatory authorities' legal policies have all made a breakthrough. However, after the financial crisis in 2008, with the continued downturn of the domestic securities market, the banking industry has shifted its focus of work. With the rise of financial alternatives such as bank financing and securities funds, and the impact of the new policy on the sales channels of the insurance companies, China's personal insurance industry has experienced a decline in the growth rate of premium income and a low rate of return on its products. For this reason, domestic scholars have done a great deal of research on the current situation of life insurance consumption in China, mainly focusing on the factors affecting life insurance demand and the regional differences in the comparison of life insurance demand. However, the research results of integrating the life insurance market from the supply and demand sides, the market product structure, the multi-angle integrity, and the lack of the in-depth study of the different insurance companies, the lack of economics, finance and management, Marketing and other disciplines are used to analyze the research results of the insurance market. On the basis of reviewing the relevant theories and literature, this paper analyzes the market structure, the current situation of insurance companies, and the influencing factors of insurance demand. This paper makes a deep study on the present situation and existing problems of the life insurance market in Shanxi Province from four aspects, such as market fairness. The article holds that Shanxi Province, as a inland province of China, is in terms of economic scale and industrial upgrading. There is a big gap between the residents' security investment consciousness and the management level of insurance companies and the developed coastal areas of our country, so the growth rate of premium income in the local personal insurance market is decreasing. Besides the national performance, such as the relative decline in product competitiveness, there are also new trends and new characteristics, such as high concentration degree of business subjects and small product differentiation. In the course of operation, Shanxi personal Insurance Company also has the regional characteristics of high product indemnity ratio and lagging development of health insurance. From the point of view of demand, using the relevant data of each prefecture and city of Shanxi Province from 2007 to 2011, using panel data model, the paper draws the conclusion that the demand for local personal insurance has a positive correlation with the income of local residents, but it has a positive correlation with the level of social security. There is no significant relationship between price level and interest rate level. In addition, by analyzing the equity of life insurance market in Shanxi Province, we can see that the equity of income source of personal insurance premium in Shanxi Province is relatively poor. Although there is a direct reason for this difference with the local economic development, the local life insurance companies still have the necessary and motive power to fully tap the potential market of the underdeveloped local cities. On the basis of the above analysis and research, aiming at the characteristics and problems existing in the life insurance market of Shanxi Province, this paper puts forward some suggestions to the local personal insurance companies by using the relevant knowledge of management and marketing. In order to achieve the health of local insurance industry, scientific development to provide feasible advice: combine their own strength, choose the correct realistic competitive strategy; based on the market segment, strive to develop the target market and customers; improve operational efficiency, Reduce costs and enhance competitiveness; grasp policy opportunities, actively enter and occupy the "Blue Sea" field; pay attention to business risks, balance the structure and region of premium income; improve marketing methods to help the implementation of the established competitive strategy; Deep advertising marketing, grasp the characteristics of insurance to promote.
【學位授予單位】：山西財經(jīng)大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F842.62

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