發(fā)布時間：2018-04-14 05:42

  本文選題：壽險 + 競爭戰(zhàn)略��； 參考：《揚(yáng)州大學(xué)》2013年碩士論文

【摘要】：中國加入世貿(mào)組織后,保險市場對外逐步開放,人壽保險作為重要的組成部分,在迅速發(fā)展和成長。目前,保險企業(yè)面臨國際和國內(nèi)雙重競爭壓力,打造核心競爭力是公司參與競爭、實(shí)現(xiàn)戰(zhàn)略目標(biāo)的必然選擇。本文對工銀安盛人壽保險公司競爭戰(zhàn)略進(jìn)行研究分析,以此引導(dǎo)其充分利用自身優(yōu)勢,抓住當(dāng)前市場的機(jī)遇,提高公司的核心競爭力。 在閱讀大量文獻(xiàn)和實(shí)地調(diào)查的基礎(chǔ)上,本文研究了中國壽險行業(yè)的現(xiàn)狀,根據(jù)目標(biāo)市場選擇理論確定了工銀安盛人壽保險公司應(yīng)參與競爭的目標(biāo)市場。在此基礎(chǔ)上,運(yùn)用波特五力模型和SWOT分析總結(jié)出工銀安盛人壽保險公司相對于競爭對手的優(yōu)勢與劣勢,以及目標(biāo)市場環(huán)境中的機(jī)會與威脅,最終確定工銀安盛人壽保險公司應(yīng)采取的差異化競爭戰(zhàn)略為鎖定中高端客戶群體,建設(shè)理財顧問銷售渠道,運(yùn)用好產(chǎn)品組合策略,迅速穩(wěn)健占有市場,結(jié)合其他方面優(yōu)勢形成強(qiáng)大的市場競爭力,從而保證工銀安盛人壽保險公司經(jīng)營目標(biāo)的實(shí)現(xiàn)。 本論文對工銀安盛人壽保險公司競爭戰(zhàn)略的研究對于壽險公司如何以合理的市場競爭戰(zhàn)略參與市場競爭會起到一定的借鑒作用。
[Abstract]:After China's entry into the WTO, the insurance market has been gradually opened to the outside world, and life insurance, as an important part, is developing and growing rapidly.At present, insurance enterprises are faced with both international and domestic competition pressure, and building core competitiveness is the inevitable choice for companies to participate in competition and achieve their strategic objectives.This paper studies and analyzes the competitive strategy of ICBC AXA Life Insurance Company, so as to guide it to make full use of its own advantages, seize the opportunity of the current market, and improve the core competitiveness of the company.On the basis of reading a large number of documents and field investigations, this paper studies the current situation of life insurance industry in China, and determines the target market in which AXA Life Insurance Company of ICBC should participate in the competition according to the theory of target market selection.On this basis, the paper summarizes the advantages and disadvantages of AXA Life Insurance Company relative to its competitors, and the opportunities and threats in the target market environment by using Porter's five-force model and SWOT analysis.Finally, the differentiated competitive strategy that should be adopted by ICBC AXA Life Insurance Company is to lock down the middle and high-end customer groups, to build the sales channels of financial advisers, to make good use of the product combination strategy, and to quickly and steadily occupy the market.Combined with other advantages to form a strong market competitiveness, so as to ensure the realization of the business objectives of AXA Life Insurance Company.In this paper, the research on the competitive strategy of AXA Life Insurance Company will play a certain reference role in how to participate in the market competition with reasonable market competition strategy.
【學(xué)位授予單位】：揚(yáng)州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F272;F842.3

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