GPIC鄭州中心支公司發(fā)展戰(zhàn)略研究
發(fā)布時間：2018-07-29 08:55
【摘要】：隨著市場經(jīng)濟(jì)的發(fā)展和改革開放的深入,中國保險市場上的保險主體迅速增加,保險市場的競爭日趨激烈。在這個沒有硝煙的戰(zhàn)場上,如何鞏固和保持強(qiáng)大的市場競爭力成為保險企業(yè)面臨的重大課題。中國人壽財(cái)產(chǎn)保險股份有限公司鄭州市中心支公司(簡稱國壽財(cái)險鄭州中支)自2007年成立以來,依托中國人壽集團(tuán)強(qiáng)大的品牌優(yōu)勢,快速占領(lǐng)鄭州市場。2015年保費(fèi)收入24.49億元,占鄭州市場份額21.16%,排名鄭州市場第一位。但是公司在保費(fèi)規(guī)模不斷增大的同時,也出現(xiàn)客戶滿意度下降、公司利潤下降等問題。面對如此激烈的競爭環(huán)境和不斷變化的社會環(huán)境,國壽財(cái)險鄭州中支應(yīng)加快企業(yè)價值鏈優(yōu)化,實(shí)施差異化服務(wù)戰(zhàn)略,提升核心競爭力,實(shí)現(xiàn)企業(yè)永續(xù)經(jīng)營。本文以戰(zhàn)略管理理論為基礎(chǔ),運(yùn)用PEST、五力模型、SWOT分析、文獻(xiàn)研究等方法研究國壽財(cái)險鄭州中支的發(fā)展戰(zhàn)略。首先對公司內(nèi)部環(huán)境、外部環(huán)境進(jìn)行分析,得出目前國壽財(cái)險鄭州中支發(fā)展的優(yōu)勢、劣勢,以及新的發(fā)展時期所面臨的機(jī)遇、威脅。再通過SWOT分析提出公司要想實(shí)現(xiàn)打造具有地域特色的一流財(cái)險公司的總體目標(biāo),就應(yīng)抓住當(dāng)前保險業(yè)發(fā)展的機(jī)遇,彌補(bǔ)內(nèi)部劣勢;發(fā)揮公司品牌的絕對優(yōu)勢,減少或弱化外部威脅。依據(jù)SWOT分析企業(yè)應(yīng)通過優(yōu)化理賠價值鏈提升公司核心競爭力;從價值的成本視角分析降低公司經(jīng)營成本,提升公司盈利能力;實(shí)施差異化服務(wù)戰(zhàn)略,細(xì)化客戶服務(wù)體系,提升公司續(xù)保率;在戰(zhàn)略實(shí)施過程中企業(yè)內(nèi)部應(yīng)提供技術(shù)資源能力、產(chǎn)品創(chuàng)新能力、市場營銷能力和企業(yè)文化四個方面的支持,同時對戰(zhàn)略實(shí)施加以嚴(yán)格規(guī)范的內(nèi)部控制,并提出了支撐和保障戰(zhàn)略實(shí)施的策略和措施。本文對國壽財(cái)險鄭州中支的發(fā)展戰(zhàn)略具有較強(qiáng)的現(xiàn)實(shí)指導(dǎo)意義,同時對國內(nèi)其它地市級保險公司也具有一定的參考價值。
[Abstract]:With the development of the market economy and the deepening of reform and opening up, the insurance subject in China's insurance market has increased rapidly and the competition of the insurance market is becoming increasingly fierce. On this battlefield without smoke, how to consolidate and maintain a strong market competitiveness has become a major issue for the insurance enterprises. China Life Insurance Limited by Share Ltd Zhengzhou Zheng. Since its founding in 2007, the central branch of the State Central Branch of the state (abbreviated as the central branch of the national life insurance Zhengzhou), relying on the strong brand advantage of China Life Group, has quickly occupied 2 billion 449 million yuan in the.2015 annual premium income of the Zhengzhou market, accounting for 21.16% of Zhengzhou's market share, and ranked first in the Zhengzhou market. However, the public company also appears to have customers while the scale of premiums is increasing. In the face of the fierce competition environment and the changing social environment, the national life insurance in Zhengzhou should speed up the optimization of the enterprise value chain, implement the differential service strategy, improve the core competitiveness and realize the sustainable management of the enterprise. This paper, based on the strategic management theory, uses the PEST, five force model, SWOT analysis, literature research and other methods to study the development strategy of the central branch of the national life insurance and financial insurance in Zhengzhou. First, the internal environment and external environment of the company are analyzed, and the advantages, disadvantages, opportunities and threats facing the development of the current national life insurance and the new development period are obtained, and the SWOT analysis suggests that the company will want to build a land. The overall goal of the first-class property insurance companies with regional characteristics should seize the opportunity of the development of the current insurance industry, make up the internal disadvantages, give full play to the absolute advantage of the company brand, reduce or weaken the external threats. According to the SWOT analysis, the enterprise should improve the core competitiveness of the company by optimizing the value chain of claims and reduce the management of the company from the perspective of the cost of value. Cost, enhance the company's profitability, implement the differential service strategy, refine the customer service system and improve the company's renewal rate; in the process of implementing the strategy, the enterprise should support the four aspects of technical resources, product innovation, marketing ability and enterprise culture, and the internal control of strategic implementation. And put forward the strategy and measures to support and guarantee the implementation of the strategy. This paper has a strong practical guiding significance for the development strategy of the national life insurance in Zhengzhou, and also has a certain reference value to other domestic and municipal insurance companies.
【學(xué)位授予單位】：鄭州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2016
【分類號】：F842.7
本文編號：2152158
[Abstract]:With the development of the market economy and the deepening of reform and opening up, the insurance subject in China's insurance market has increased rapidly and the competition of the insurance market is becoming increasingly fierce. On this battlefield without smoke, how to consolidate and maintain a strong market competitiveness has become a major issue for the insurance enterprises. China Life Insurance Limited by Share Ltd Zhengzhou Zheng. Since its founding in 2007, the central branch of the State Central Branch of the state (abbreviated as the central branch of the national life insurance Zhengzhou), relying on the strong brand advantage of China Life Group, has quickly occupied 2 billion 449 million yuan in the.2015 annual premium income of the Zhengzhou market, accounting for 21.16% of Zhengzhou's market share, and ranked first in the Zhengzhou market. However, the public company also appears to have customers while the scale of premiums is increasing. In the face of the fierce competition environment and the changing social environment, the national life insurance in Zhengzhou should speed up the optimization of the enterprise value chain, implement the differential service strategy, improve the core competitiveness and realize the sustainable management of the enterprise. This paper, based on the strategic management theory, uses the PEST, five force model, SWOT analysis, literature research and other methods to study the development strategy of the central branch of the national life insurance and financial insurance in Zhengzhou. First, the internal environment and external environment of the company are analyzed, and the advantages, disadvantages, opportunities and threats facing the development of the current national life insurance and the new development period are obtained, and the SWOT analysis suggests that the company will want to build a land. The overall goal of the first-class property insurance companies with regional characteristics should seize the opportunity of the development of the current insurance industry, make up the internal disadvantages, give full play to the absolute advantage of the company brand, reduce or weaken the external threats. According to the SWOT analysis, the enterprise should improve the core competitiveness of the company by optimizing the value chain of claims and reduce the management of the company from the perspective of the cost of value. Cost, enhance the company's profitability, implement the differential service strategy, refine the customer service system and improve the company's renewal rate; in the process of implementing the strategy, the enterprise should support the four aspects of technical resources, product innovation, marketing ability and enterprise culture, and the internal control of strategic implementation. And put forward the strategy and measures to support and guarantee the implementation of the strategy. This paper has a strong practical guiding significance for the development strategy of the national life insurance in Zhengzhou, and also has a certain reference value to other domestic and municipal insurance companies.
【學(xué)位授予單位】：鄭州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2016
【分類號】：F842.7
【參考文獻(xiàn)】
相關(guān)期刊論文 前2條
1 叢翔媛;;淺談市場細(xì)分原理與企業(yè)目標(biāo)市場的選擇[J];商場現(xiàn)代化;2014年14期
2 沈南寧;;中小規(guī)模產(chǎn)險公司面臨的挑戰(zhàn)及戰(zhàn)略選擇[J];保險研究;2007年11期
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