本文選題：平安財險 + 發(fā)展戰(zhàn)略　； 參考：《陜西師范大學(xué)》2014年碩士論文

【摘要】：中國保險市場發(fā)展了近30年,發(fā)展迅速,特別是2001年中國加入WTO,中國保險業(yè)對國外市場分階段進行了開放,保險業(yè)的發(fā)展日新月異。但是,2007年美國爆發(fā)了金融危機,2009年歐洲又爆發(fā)了歐債危機,全世界的金融界都受到了沖擊。中國作為經(jīng)濟發(fā)展的新興市場承擔了拉動國際經(jīng)濟復(fù)蘇的角色,這對中國保險業(yè)的發(fā)展不得不說是一次機遇。平安產(chǎn)險是我國國內(nèi)具有優(yōu)良品牌形象的財產(chǎn)保險企業(yè),特別是2009年平安財險保費收入超過太保,成為國內(nèi)占市場份額第二位的產(chǎn)險企業(yè)。近年來平安產(chǎn)險不斷受到外資保險企業(yè)、國內(nèi)保險公司的擠壓,產(chǎn)險公司間的競爭越來越激烈。如何保住第二,趕超第一,保持競爭活力是平安財險要面臨的問題。這需要平安財險不斷調(diào)整公司的發(fā)展戰(zhàn)略,找到適合企業(yè)發(fā)展的展略,提高公司的核心競爭力,在保險競爭市場上爭取更大份額,不斷發(fā)展壯大。 本文運用發(fā)展戰(zhàn)略和企業(yè)管理理論知識。首先分析國內(nèi)保險公司的背景及特點,在這種背景下成長起來的平安財險的發(fā)展歷程,以及在發(fā)展過程中遇到的問題。其次從政治、經(jīng)濟、社會文化等方面分析了平安財險公司所面臨的國際、國內(nèi)以及平安自身的內(nèi)外部環(huán)境。在此基礎(chǔ)上,通過波特五力模型分析方法,分析了潛在進入者、現(xiàn)有競爭對手、供應(yīng)者能力、投保人需求及替代品或服務(wù)五方力量對平安產(chǎn)險的競爭力的影響。采用SWOT分析方法對平安財險優(yōu)勢、劣勢、機會、威脅進行了分析,并進行了矩陣構(gòu)造,分析不同情況下平安財險應(yīng)做的相應(yīng)措施。最后,根據(jù)五力模型及SWOT分析結(jié)果提出了平安財險公司提高公司競爭力應(yīng)進行的戰(zhàn)略選擇,包括人才戰(zhàn)略的實施、選擇差異化競爭戰(zhàn)略以及業(yè)務(wù)結(jié)構(gòu)均衡化發(fā)展戰(zhàn)略。 通過分析得出,在現(xiàn)在激烈的競爭環(huán)境中,保險公司要不斷根據(jù)自身所處的環(huán)境和背景,分析自身的面臨的優(yōu)勢、劣勢、機會和威脅,制定適合自身發(fā)展的競爭戰(zhàn)略,在發(fā)展的過程中始終保持核心競爭力,才能在保險市場上不被淘汰。
[Abstract]:China's insurance market has developed rapidly for nearly 30 years, especially when China joined the WTO in 2001, the Chinese insurance industry has opened up to foreign markets in stages, and the insurance industry is developing with each passing day. However, the financial crisis broke out in the United States in 2007, and the European debt crisis in Europe in 2009. As an emerging market of economic development, China has assumed the role of pulling the international economic recovery, which has to be said to be an opportunity for the development of China's insurance industry. Ping an property insurance is a property insurance enterprise with a good brand image in our country, especially in 2009, Ping an property insurance premium income exceeded Taibao, becoming the second largest property insurance enterprise in China with market share. In recent years, Ping an property insurance has been continuously squeezed by foreign insurance companies and domestic insurance companies, and the competition between property insurance companies is becoming more and more fierce. How to keep second, catch up first, keep competitive vigor is the problem that Ping an property insurance must face. This requires Ping an property insurance to constantly adjust the company's development strategy, to find a strategy suitable for the development of enterprises, to improve the core competitiveness of the company, to strive for a greater share in the insurance competition market, and to continue to develop and expand. This article uses the development strategy and the enterprise management theory knowledge. Firstly, this paper analyzes the background and characteristics of domestic insurance companies, the development course of Ping an property insurance and the problems encountered in the process of development. Secondly, it analyzes the internal and external environment of Ping an property Insurance Company from the aspects of politics, economy, social culture and so on. On the basis of this, this paper analyzes the influence of potential entrants, existing competitors, suppliers' ability, the demand of policy holder and the power of substitute or service on the competitiveness of Ping an property insurance through Porter's five-force model analysis method. SWOT analysis method is used to analyze the advantages, disadvantages, opportunities and threats of Ping an property insurance, and the matrix construction is carried out to analyze the corresponding measures to be taken by Ping an property insurance under different circumstances. Finally, according to the results of five forces model and SWOT analysis, this paper puts forward the strategic choice for Ping an property Insurance Company to improve its competitiveness, including the implementation of talent strategy, the choice of differentiated competition strategy and the balanced development strategy of business structure. Through analysis, in the current fierce competition environment, insurance companies should constantly analyze their strengths, weaknesses, opportunities and threats according to their own environment and background, and formulate competitive strategies suitable for their own development. In the process of development, always maintain the core competitiveness, in order not to be eliminated in the insurance market.
【學(xué)位授予單位】：陜西師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F842.3;F273.1

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