本文選題：產(chǎn)品創(chuàng)新　切入點(diǎn)：差異化競(jìng)爭(zhēng)　出處：《山東大學(xué)》2014年碩士論文

【摘要】：自改革開(kāi)放恢復(fù)保險(xiǎn)業(yè)在中國(guó)的發(fā)展以來(lái),我國(guó)壽險(xiǎn)業(yè)取得了快速的發(fā)展。保險(xiǎn)業(yè)已經(jīng)成為我國(guó)金融市場(chǎng)和國(guó)民經(jīng)濟(jì)的重要組成部分。由于我國(guó)保險(xiǎn)業(yè)開(kāi)放較晚,發(fā)展較為滯后,我國(guó)壽險(xiǎn)市場(chǎng)仍有巨大開(kāi)發(fā)潛力。同時(shí),競(jìng)爭(zhēng)主體的進(jìn)一步擴(kuò)大也使市場(chǎng)競(jìng)爭(zhēng)更為激烈。根據(jù)開(kāi)業(yè)的時(shí)間和所占市場(chǎng)份額,壽險(xiǎn)公司在競(jìng)爭(zhēng)中逐漸形成三批陣營(yíng)：以國(guó)壽、平安為代表的第一陣營(yíng),以新華、泰康為代表的第二陣營(yíng)和以陽(yáng)光、生命為代表的第三陣營(yíng)。面對(duì)消費(fèi)者日益增長(zhǎng)的對(duì)于壽險(xiǎn)產(chǎn)品多樣化和個(gè)性化的需求,在營(yíng)銷(xiāo)模式的高度趨同、銷(xiāo)售隊(duì)伍的高度類(lèi)似、管理模式大體一致的經(jīng)營(yíng)現(xiàn)狀下,壽險(xiǎn)公司無(wú)法予以有效滿(mǎn)足。面對(duì)巨大的國(guó)內(nèi)保險(xiǎn)消費(fèi)市場(chǎng),想要在市場(chǎng)競(jìng)爭(zhēng)中占據(jù)優(yōu)勢(shì),各壽險(xiǎn)公司需要考慮開(kāi)創(chuàng)差異化經(jīng)營(yíng)局面。 壽險(xiǎn)產(chǎn)品是市場(chǎng)競(jìng)爭(zhēng)的基礎(chǔ),也是壽險(xiǎn)公司經(jīng)營(yíng)的基石。我國(guó)人壽保險(xiǎn)產(chǎn)品伴隨著行業(yè)的發(fā)展由早期的傳統(tǒng)險(xiǎn)單一險(xiǎn)種逐漸發(fā)展為目前的人壽保險(xiǎn)、健康保險(xiǎn)、意外保險(xiǎn)三大類(lèi),以人壽保險(xiǎn)為主的經(jīng)營(yíng)局面,在一定程度上滿(mǎn)足了市場(chǎng)的需求。然而各家壽險(xiǎn)公司在產(chǎn)品的市場(chǎng)定位和營(yíng)銷(xiāo)模式上的近乎高度一致造成了壽險(xiǎn)產(chǎn)品的同質(zhì)化局面,且日漸落后于消費(fèi)者的需求,壽險(xiǎn)產(chǎn)品狀況亟需改變。 本文以產(chǎn)品創(chuàng)新戰(zhàn)略為研究主題,具體分析了作為第三陣營(yíng)之一的HZ人壽保險(xiǎn)公司產(chǎn)品創(chuàng)新戰(zhàn)略的路徑和方法。首先,本文對(duì)產(chǎn)品創(chuàng)新戰(zhàn)略的相關(guān)理論做了介紹,為后面的HZ人壽保險(xiǎn)公司產(chǎn)品創(chuàng)新戰(zhàn)略的理論研究和具體設(shè)計(jì)做了鋪墊。接下來(lái)簡(jiǎn)要介紹了我國(guó)壽險(xiǎn)業(yè)的發(fā)展歷程及壽險(xiǎn)產(chǎn)品的發(fā)展概況、HZ人壽保險(xiǎn)公司產(chǎn)品的概況,隨后就HZ人壽保險(xiǎn)公司面臨的外部競(jìng)爭(zhēng)環(huán)境進(jìn)行了分析,在外部環(huán)境分析的基礎(chǔ)上對(duì)HZ人壽保險(xiǎn)公司現(xiàn)有壽險(xiǎn)產(chǎn)品的生命周期和競(jìng)爭(zhēng)優(yōu)勢(shì)、劣勢(shì),面臨的機(jī)會(huì)及威脅進(jìn)行了分析,HZ人壽保險(xiǎn)公司目前的產(chǎn)品在市場(chǎng)中并無(wú)明顯競(jìng)爭(zhēng)優(yōu)勢(shì),隨即簡(jiǎn)要說(shuō)明了HZ人壽保險(xiǎn)公司的壽險(xiǎn)產(chǎn)品發(fā)展中存在的問(wèn)題及產(chǎn)品創(chuàng)新對(duì)于HZ人壽保險(xiǎn)公司打造差異化競(jìng)爭(zhēng)的意義。緊接著運(yùn)用產(chǎn)品整體概念理論、壽險(xiǎn)產(chǎn)品的六個(gè)維度、藍(lán)海戰(zhàn)略對(duì)壽險(xiǎn)產(chǎn)品的創(chuàng)新進(jìn)行了深入的分析,提出了HZ人壽保險(xiǎn)公司產(chǎn)品創(chuàng)新的戰(zhàn)略選擇。通過(guò)對(duì)現(xiàn)有壽險(xiǎn)產(chǎn)品進(jìn)行優(yōu)化設(shè)計(jì)、創(chuàng)新壽險(xiǎn)產(chǎn)品給付方式進(jìn)入新業(yè)務(wù)領(lǐng)域和發(fā)揮互聯(lián)渠道開(kāi)發(fā)新產(chǎn)品三種方式對(duì)HZ人壽保險(xiǎn)公司的產(chǎn)品創(chuàng)新戰(zhàn)略做出了具體的方案。論文的最后也對(duì)產(chǎn)品創(chuàng)新戰(zhàn)略實(shí)施的原則及保障措施進(jìn)行了簡(jiǎn)要的說(shuō)明。本文對(duì)于HZ人壽保險(xiǎn)公司未來(lái)產(chǎn)品的開(kāi)發(fā)具有一定的指導(dǎo)意義,對(duì)于行業(yè)內(nèi)的其他壽險(xiǎn)公司也具有一定程度上的參考意義。
[Abstract]:Since the reform and opening up to the outside world, the insurance industry has made rapid progress in China. The insurance industry has become an important part of the financial market and the national economy. The development of China's life insurance market is lagging behind, and there is still great potential for development in our country's life insurance market. At the same time, the further expansion of the main body of competition also makes the market more competitive. In the competition, life insurance companies gradually formed three groups of camps: the first camp, represented by Guoshou and Ping an, the second camp represented by Xinhua and Taikang, and the second camp represented by Sunshine, The third camp represented by life. In the face of the growing demand of consumers for diversification and individuation of life insurance products, under the operating situation where the marketing model is highly convergent, the sales force is highly similar, and the management mode is generally the same, Faced with the huge domestic insurance consumer market, the life insurance companies need to consider creating a differentiated business situation if they want to take advantage of the market competition. Life insurance products are not only the basis of market competition, but also the cornerstone of life insurance companies. With the development of the industry, our life insurance products have gradually developed from the early traditional insurance single insurance to the current life insurance, health insurance. The three major categories of accident insurance, with life insurance as the main business, To a certain extent, the market demand has been satisfied. However, the close agreement between the various life insurance companies in the market positioning and marketing mode has resulted in the homogenization of life insurance products, and has gradually fallen behind the needs of consumers. The condition of life insurance products is in urgent need of change. This paper takes the product innovation strategy as the research topic, and analyzes the path and method of product innovation strategy of HZ Life Insurance Company as one of the third camp. Firstly, this paper introduces the relevant theory of product innovation strategy. It paves the way for the theoretical research and concrete design of the product innovation strategy of HZ Life Insurance Company. Then it briefly introduces the development course of life insurance industry and the development of life insurance products in HZ Life Insurance Company. Then it analyzes the external competitive environment faced by HZ Life Insurance Company, and analyzes the life cycle, competitive advantages and disadvantages of the existing life insurance products of HZ Life Insurance Company on the basis of the analysis of external environment. The opportunities and threats faced by HZ Life Insurance Company are analyzed. The current products of HZ Life Insurance Company do not have a clear competitive advantage in the market. Then it briefly explains the problems existing in the development of life insurance products of HZ Life Insurance Company and the significance of product innovation for HZ Life Insurance Company to create differentiated competition. The blue sea strategy has carried on the thorough analysis to the life insurance product innovation, has proposed the HZ life insurance company product innovation strategic choice, through carries on the optimized design to the existing life insurance product, Three ways of innovating life insurance product payment into new business field and developing new product through interconnect channels have made concrete plan to product innovation strategy of HZ life insurance company. Finally, the paper also has made concrete plan to product innovation strategy of HZ life insurance company. The implementation of the principles and safeguards are briefly explained. This paper has certain guiding significance for the future product development of HZ Life Insurance Company. Other life insurance companies in the industry also have a certain degree of reference significance.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：F842.3;F273.1

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