青島人保公司競爭戰(zhàn)略研究
發(fā)布時間：2018-10-24 08:28
【摘要】：2004至2013年我國非壽險業(yè)蓬勃發(fā)展，業(yè)務增速大體保持在13%—15%之間，2013年高達26%。雖然市場費率每年都在下滑，但保險業(yè)務卻逐年上升，充分說明了市場發(fā)展空間潛力巨大。在改革開放的偉大政策下，我國的經(jīng)濟得以迅速發(fā)展，伴著如今的網(wǎng)絡時代，全球經(jīng)濟逐漸融為一體，滲透于各個方面，不確定因素逐年增加。在人們物質文化生活提高的同時，保險業(yè)越來越受到人們的重視，保險業(yè)在全球一體化的市場上進入騰飛階段的同時也進入了激烈的競爭狀態(tài)，行業(yè)激烈競爭的特征十分明顯。隨著山東金融改革22條的出臺，未來的5-10年會為成為金融業(yè)的黃金時期，也是保險行業(yè)的轉軌期。如何改善了公司經(jīng)營管理基礎，，促進了業(yè)務發(fā)展，提高了盈利能力，逐步進入良性發(fā)展的軌道成為公司的當務之急，也是我研究此論題的主要目的。 本文的總體思路是:以戰(zhàn)略管理理論、市場營銷理論和創(chuàng)新理論為基礎，結合企業(yè)具體的經(jīng)營狀況，主要分四步闡明： (1)通過對公司所處的外部總體環(huán)境和行業(yè)發(fā)展趨勢進行深入的分析，辯證地、系統(tǒng)地、動態(tài)地分析青島人保公司的優(yōu)勢和劣勢，識別所面臨的機會與威脅，從總體上把握青島地區(qū)保險行業(yè)主要競爭對手的基本情況，預測未來競爭發(fā)展的態(tài)勢；提出了公司面臨宏觀經(jīng)濟的高速增長帶來的市場需求以及市場環(huán)境逐步規(guī)范的機會的同時，也面臨金融危機的不良影響，雖然市場主體不斷增加但行業(yè)寡頭壟斷的趨勢也在增強，造成諸多負面影響。從行業(yè)發(fā)展趨勢來說，效益競爭、技術競爭、管理競爭和服務競爭將成為未來最重要的競爭手段。 (2)分析該公司的自身的資源和能力等內部環(huán)境，指出該公司的優(yōu)勢和劣勢，為公司規(guī)避劣勢，抓住機會，抵御威脅，發(fā)揮優(yōu)勢，制定總的有效競爭戰(zhàn)略提供理論依據(jù)； (3)運用SWOT分析和一般競爭戰(zhàn)略模型，結合青島人保公司的機會和優(yōu)勢，有針對性地提出差異化戰(zhàn)略是公司競爭戰(zhàn)略目標的必然選擇，并圍繞目標提出所要采取的競爭戰(zhàn)略措施； (4)識別阻礙戰(zhàn)略實現(xiàn)過程中的重要問題，選擇實施擬定戰(zhàn)略的戰(zhàn)術方法，提出產(chǎn)品創(chuàng)新、營銷渠道創(chuàng)新和服務創(chuàng)新是實施差異化的關鍵環(huán)節(jié)，此外，論述實施競爭戰(zhàn)略的保障措施，包括調整組織結構、改革人力資源管理、加強基礎管理等，確保戰(zhàn)略目標的實現(xiàn)。
[Abstract]:China's non-life insurance industry flourished from 2004 to 2013, with business growth roughly between 13% and 15%, up to 26% in 2013. Although the market rate is declining every year, but the insurance business is rising year by year, which fully shows the great potential of the market development space. Under the great policy of reform and opening up, the economy of our country has been developed rapidly. With the network age, the global economy gradually melts into one, permeates all aspects, and the uncertain factors increase year by year. With the improvement of people's material and cultural life, more and more attention has been paid to the insurance industry. At the same time, the insurance industry has entered the stage of takeoff in the global integration market, and has also entered into the fierce competition state. The characteristics of the fierce competition in the industry are very obvious. With the introduction of 22 items of financial reform in Shandong Province, the next 5-10 years will be a golden period for the financial industry and a transitional period for the insurance industry. How to improve the foundation of company management, promote the business development, improve the profitability, step by step into the track of healthy development has become the top priority of the company, but also the main purpose of my research on this topic. The overall idea of this paper is: based on the strategic management theory, marketing theory and innovation theory, combined with the specific business situation of the enterprise, It is mainly divided into four steps: (1) through the in-depth analysis of the overall external environment and the industry development trend of the company, the strengths and weaknesses of Qingdao PICC are analyzed dialectically, systematically and dynamically. To identify the opportunities and threats, to grasp the basic situation of the main competitors in Qingdao insurance industry, and to predict the development of the future competition; It is pointed out that while the company is faced with the market demand brought by the rapid growth of the macro economy and the opportunity of gradually standardizing the market environment, it also faces the adverse effects of the financial crisis. Although the main body of the market is increasing, the trend of oligopoly is also increasing, resulting in many negative effects. In terms of industry development trend, benefit competition, technology competition, management competition and service competition will become the most important means of competition in the future. (2) analyze the internal environment of the company's own resources and capabilities. The advantages and disadvantages of the company are pointed out to provide theoretical basis for the company to avoid disadvantages, seize opportunities, resist threats, give full play to its advantages, and formulate its overall effective competitive strategy. (3) using SWOT analysis and general competitive strategy model, Combining the opportunities and advantages of Qingdao PICC, the paper puts forward the differentiation strategy is the inevitable choice of the competitive strategic goal of the company, and puts forward the competitive strategic measures to be taken around the target. (4) identify the important problems that hinder the realization of the strategy, choose the tactical method to implement the strategy, propose that product innovation, marketing channel innovation and service innovation are the key links of the implementation of differentiation. This paper discusses the guarantee measures of implementing the competition strategy, including adjusting the organizational structure, reforming the human resource management, strengthening the basic management, etc, to ensure the realization of the strategic goal.
【學位授予單位】：中國海洋大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F842.3;F271
本文編號：2290864
[Abstract]:China's non-life insurance industry flourished from 2004 to 2013, with business growth roughly between 13% and 15%, up to 26% in 2013. Although the market rate is declining every year, but the insurance business is rising year by year, which fully shows the great potential of the market development space. Under the great policy of reform and opening up, the economy of our country has been developed rapidly. With the network age, the global economy gradually melts into one, permeates all aspects, and the uncertain factors increase year by year. With the improvement of people's material and cultural life, more and more attention has been paid to the insurance industry. At the same time, the insurance industry has entered the stage of takeoff in the global integration market, and has also entered into the fierce competition state. The characteristics of the fierce competition in the industry are very obvious. With the introduction of 22 items of financial reform in Shandong Province, the next 5-10 years will be a golden period for the financial industry and a transitional period for the insurance industry. How to improve the foundation of company management, promote the business development, improve the profitability, step by step into the track of healthy development has become the top priority of the company, but also the main purpose of my research on this topic. The overall idea of this paper is: based on the strategic management theory, marketing theory and innovation theory, combined with the specific business situation of the enterprise, It is mainly divided into four steps: (1) through the in-depth analysis of the overall external environment and the industry development trend of the company, the strengths and weaknesses of Qingdao PICC are analyzed dialectically, systematically and dynamically. To identify the opportunities and threats, to grasp the basic situation of the main competitors in Qingdao insurance industry, and to predict the development of the future competition; It is pointed out that while the company is faced with the market demand brought by the rapid growth of the macro economy and the opportunity of gradually standardizing the market environment, it also faces the adverse effects of the financial crisis. Although the main body of the market is increasing, the trend of oligopoly is also increasing, resulting in many negative effects. In terms of industry development trend, benefit competition, technology competition, management competition and service competition will become the most important means of competition in the future. (2) analyze the internal environment of the company's own resources and capabilities. The advantages and disadvantages of the company are pointed out to provide theoretical basis for the company to avoid disadvantages, seize opportunities, resist threats, give full play to its advantages, and formulate its overall effective competitive strategy. (3) using SWOT analysis and general competitive strategy model, Combining the opportunities and advantages of Qingdao PICC, the paper puts forward the differentiation strategy is the inevitable choice of the competitive strategic goal of the company, and puts forward the competitive strategic measures to be taken around the target. (4) identify the important problems that hinder the realization of the strategy, choose the tactical method to implement the strategy, propose that product innovation, marketing channel innovation and service innovation are the key links of the implementation of differentiation. This paper discusses the guarantee measures of implementing the competition strategy, including adjusting the organizational structure, reforming the human resource management, strengthening the basic management, etc, to ensure the realization of the strategic goal.
【學位授予單位】：中國海洋大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F842.3;F271
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本文編號：2290864
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