【摘要】：隨著中國經(jīng)濟改革的進一步深化,保險業(yè)機遇與挑戰(zhàn)并存。一方面,經(jīng)濟規(guī)模的擴大、社會財富的增長以及城鄉(xiāng)居民收入大幅增長,促進保險需求快速增長；另一方面市場競爭日激趨激烈,參與競爭的主體日益增多,保險公司傳統(tǒng)的經(jīng)營模式受到嚴峻挑戰(zhàn)。如何在新環(huán)境下改善和修正不合時宜的經(jīng)營模式,制定適合自身發(fā)展的競爭戰(zhàn)略,提升市場競爭能力,成為各大保險公司面臨的重要任務(wù)。 本文以人保財險廣東省分公司為研究對象,采取理論與實證分析相結(jié)合的方式,運用PEST分析法對人保財險廣東省分公司所處的外部環(huán)境進行分析,找出該公司面臨的機會和威脅,再從資源和能力兩方面對該公司的內(nèi)部環(huán)境進行分析,指出該公司的優(yōu)勢和劣勢。在此基礎(chǔ)上運用SWOT分析,將人保財險廣東省分公司的機會、威脅、優(yōu)勢和劣勢相結(jié)合起來,指出差異化戰(zhàn)略是適合該公司發(fā)展的競爭戰(zhàn)略。 在確定差異化競爭戰(zhàn)略后,提出人保財險廣東省分公司實施該戰(zhàn)略的實現(xiàn)路徑,重點在于推進產(chǎn)品差異化、品牌差異化、服務(wù)差異化和渠道差異化等策略,通過實施差異化戰(zhàn)略確保公司的競爭優(yōu)勢,鞏固公司的市場地位。最后,論述了實施差異化戰(zhàn)略的保障措施,提出應(yīng)進一步深化組織結(jié)構(gòu)改革、建立科學(xué)人力資源管理體系、強化信息技術(shù)支持力度和深化企業(yè)文化建設(shè),確保差異化戰(zhàn)略的順利實施。
[Abstract]:With the further deepening of China's economic reform, opportunities and challenges coexist in the insurance industry. On the one hand, the expansion of economic scale, the growth of social wealth and the substantial increase of income of urban and rural residents, promote the rapid growth of insurance demand; on the other hand, the market competition is becoming more and more fierce, and the main body participating in the competition is increasing day by day. The traditional business model of insurance company is faced with severe challenge. How to improve and modify the anachronistic business model, formulate the competitive strategy suitable for their own development, and promote the market competition ability in the new environment have become the important tasks faced by the major insurance companies. This paper takes PICC Guangdong Branch as the research object, adopts the combination of theory and empirical analysis, using PEST analysis method to analyze the external environment of PICC Guangdong Branch. To find out the opportunities and threats faced by the company, and then analyze the internal environment of the company in terms of resources and capabilities, and point out its strengths and weaknesses. Based on the analysis of SWOT, this paper combines the opportunities, threats, advantages and disadvantages of PICC Guangdong Branch, and points out that the differentiation strategy is a competitive strategy suitable for the development of PICC. After determining the strategy of differentiated competition, this paper puts forward the implementation path of PICC Guangdong Branch, which focuses on promoting product differentiation, brand differentiation, service differentiation and channel differentiation, etc. Through the implementation of differentiation strategy to ensure the company's competitive advantage, consolidate the company's market position. Finally, the paper discusses the safeguard measures of implementing differentiation strategy, and puts forward that we should further deepen the reform of organizational structure, establish a scientific human resource management system, strengthen the support of information technology and deepen the construction of enterprise culture. Ensure the smooth implementation of differentiation strategy.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F842.3

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