本文選題：壽險 + 市場競爭地位�。� 參考：《山東大學(xué)》2014年碩士論文

【摘要】：本文以山東各家壽險公司作為研究對象,以市場競爭地位的判定為出發(fā)點,通過研究不同市場競爭地位公司如何選擇適當(dāng)?shù)母偁帒?zhàn)略,探索開展行業(yè)合作的空間和領(lǐng)域。希望提出的各類戰(zhàn)略重點能夠幫助企業(yè)充分發(fā)揮競爭優(yōu)勢,減少惡性競爭,提高市場價值層次。 本文在文獻研究和行業(yè)數(shù)據(jù)調(diào)研的基礎(chǔ)上,通過定性分析、比較分析,研究影響企業(yè)市場地位五大要素,并通過定量分析、類比分析等方式,研究近十年以來山東壽險市場的變化趨勢及存在的問題。運用戰(zhàn)略競爭理論的五力模型對不同市場地位壽險公司所面臨的市場威脅逐一剖析,將戰(zhàn)略競爭理論的相關(guān)思想與山東市場特點相結(jié)合,得出類型化的戰(zhàn)略體系。在此基礎(chǔ)上,融合競爭合作理論,對山東壽險市場監(jiān)管、行業(yè)組織和媒體輿論提出對策建議。 本文共分為六個部分。第一章為導(dǎo)論,介紹本文的選題背景、研究意義、運用方法創(chuàng)新性等問題；第二章為相關(guān)文獻綜述,簡要介紹了戰(zhàn)略競爭理論、藍海戰(zhàn)略和競爭優(yōu)勢理論的有關(guān)知識體系；第三章分析十年來山東壽險行業(yè)的大量數(shù)據(jù),對山東壽險市場的現(xiàn)狀及存在的主要問題進行剖析,對當(dāng)前各家壽險企業(yè)經(jīng)營戰(zhàn)略共識歸納總結(jié)；第四章分析影響企業(yè)市場地位的有關(guān)要素,對其影響機制進行了詳細(xì)闡述,并對當(dāng)前壽險企業(yè)的市場競爭地位做大致劃分；第五章對四種主要競爭主體展開深入剖析,并通過五力模型分析找出其競爭優(yōu)勢,并給出戰(zhàn)略建議；第六章圍繞如何優(yōu)化壽險行業(yè)外部環(huán)境建設(shè)展開論述,在政府監(jiān)管、行業(yè)組織和媒體輿論三個方面分別給出對策建議。 本文的主要創(chuàng)新在于：對壽險企業(yè)市場競爭地位的評價分析,以一種簡化易行的方式研究行業(yè)競爭格局；在以山東壽險市場競爭主體為對象的研究過程中,對波特的戰(zhàn)略競爭理論的實踐方法加以延伸,拓展了戰(zhàn)略管理到市場應(yīng)用的實踐方法；將視野從業(yè)內(nèi)拓展至周邊,引入行業(yè)外部環(huán)境運作新思路,對媒體如何發(fā)揮監(jiān)督和指導(dǎo)作用提出新建議。 通過此次研究,我們能夠?qū)ι綎|壽險市場當(dāng)前的競爭狀態(tài)、矛盾短板有一個基本的認(rèn)識,并能通過分析對市場未來走向有初步的把握。本文的研究結(jié)論有助于幫助企業(yè)發(fā)揮自身競爭優(yōu)勢,提高競爭層次,并希望通過本文,促進行業(yè)構(gòu)建良性競爭合作模式,探索一條跨出行業(yè)、吸引社會共同參與的和諧競爭之路,提升整個壽險行業(yè)的競爭實力。
[Abstract]:This paper takes every life insurance company in Shandong province as the research object, regards the market competition position as the starting point, explores the space and the domain of the trade cooperation by studying how to choose the appropriate competitive strategy of the different market competitive position companies. It is hoped that all kinds of strategic emphases can help enterprises to give full play to their competitive advantages, reduce vicious competition and improve market value levels. On the basis of literature research and industry data research, this paper studies five factors that affect the market position of enterprises through qualitative analysis, comparative analysis, and quantitative analysis, analogy analysis, etc. This paper studies the changing trend and existing problems of Shandong life insurance market in recent ten years. By using the five-force model of strategic competition theory, this paper analyzes the market threats faced by life insurance companies with different market positions one by one, and combines the relevant ideas of strategic competition theory with the market characteristics of Shandong Province, and obtains a typed strategic system. On this basis, combining the theory of competition and cooperation, the author puts forward countermeasures and suggestions to the supervision of Shandong life insurance market, industry organization and media opinion. This paper is divided into six parts. The first chapter is the introduction, which introduces the background of the topic, the significance of the research, the innovation of the method, the second chapter is the literature review, briefly introduces the strategic competition theory, blue sea strategy and competitive advantage theory of the relevant knowledge system; The third chapter analyzes a large number of data of Shandong life insurance industry in the past ten years, analyzes the current situation and main problems of Shandong life insurance market, and summarizes the current common understanding of the management strategy of various life insurance enterprises. The fourth chapter analyzes the relevant factors that affect the market position of the enterprise, expounds its influence mechanism in detail, and roughly divides the market competitive position of the current life insurance enterprises; the fifth chapter makes a thorough analysis of the four main competition subjects. And through the analysis of the five forces model to find out its competitive advantages, and give strategic suggestions; Chapter VI discusses how to optimize the life insurance industry external environment construction, in the government supervision, industry organization and media public opinion three aspects respectively give the countermeasures and suggestions. The main innovation of this paper lies in: evaluating and analyzing the market competitive status of life insurance enterprises, studying the competition pattern of the industry in a simplified and feasible way, and taking the main body of Shandong life insurance market as the object of the research, It extends the practical method of Porter's strategic competition theory, expands the practical method of strategic management to market application, extends the field of vision from the industry to the periphery, and introduces a new idea of the operation of the external environment of the industry. Put forward new suggestions on how to exert the supervision and guidance role of the media. Through this study, we can have a basic understanding of the current competitive state of Shandong life insurance market, and can have a preliminary understanding of the future trend of the market through analysis. The conclusion of this paper is helpful to help enterprises to develop their own competitive advantages and improve the level of competition. Through this paper, the author hopes to promote the construction of a healthy competition and cooperation model, and explore a step out of the industry. Attract the harmonious competition road of social participation, enhance the competitive strength of the whole life insurance industry.
【學(xué)位授予單位】：山東大學(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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