【摘要】：中國的保險業(yè)經(jīng)過了60多年的飛速發(fā)展，已經(jīng)成長為國際六大保險市場之一，為中國的經(jīng)濟發(fā)展、社會進步以及民生改善發(fā)揮了極其重要的作用。改革開放以來，保險的市場主體從最早的“老三家”發(fā)展到幾百家，跨國保險巨頭和國內各路資本紛紛搶灘中國保險業(yè)，以期分享中國改革開放和經(jīng)濟快速發(fā)展所帶來的巨大機遇。然而，中國的保險業(yè)，特別是壽險業(yè)發(fā)展至今，還是遭遇了諸多的困惑和難題，比如，市場集中度過高，產(chǎn)品定位過于同質化，，中小外資保險機構生存環(huán)境欠佳，老百姓保險消費理念有偏差，等等。這些問題都成了限制中國壽險業(yè)發(fā)展的因素，特別是中小保險公司的生存困局，可以說是未來中國壽險業(yè)能否進一步發(fā)展壯大，中國壽險市場能否繼續(xù)保持國際吸引力的關鍵因素。 本文以安聯(lián)人壽保險中國有限公司為研究對象，運用戰(zhàn)略管理理論的基本模型和分析方法，旨在為公司研究和制定競爭戰(zhàn)略。首先，運用PEST工具對安聯(lián)人壽保險中國有限公司所處的宏觀環(huán)境進行研究，運用五力模型分析行業(yè)競爭狀況，找出公司所面臨的機會和威脅。接著，分析公司的資源和能力等內部環(huán)境，找出公司內部的優(yōu)勢和劣勢。而后結合國內外的發(fā)展經(jīng)驗判斷中國保險公司的發(fā)展趨勢，在此基礎上，運用SWOT分析和一般競爭戰(zhàn)略模型，通過對安聯(lián)人壽保險中國有限公司可采取的競爭戰(zhàn)略進行了比較分析。然后，根據(jù)公司內部價值鏈的關鍵環(huán)節(jié)分析，確定安聯(lián)人壽保險中國有限公司差異化戰(zhàn)略的重點是產(chǎn)品差異化、服務差異化、營銷渠道差異化、人員差異化和品牌差異化。最后，文章還提出了一系列推動戰(zhàn)略穩(wěn)步實施的保障體系。 本文在研究過程中運用了相關戰(zhàn)略管理理論，采用相應的戰(zhàn)略分析工具，為安聯(lián)人壽保險中國有限公司進行了整體戰(zhàn)略定位設計和實施規(guī)劃，具有較強的可操作性。同時，該研究對本行業(yè)中其它企業(yè)也具有一定的參考價值。
[Abstract]:After more than 60 years of rapid development, China's insurance industry has grown into one of the six major international insurance markets, which has played an extremely important role in China's economic development, social progress and livelihood improvement. Since the reform and opening up, the main body of the insurance market has grown from the first "old three" to several hundred. Multinational insurance giants and domestic capital have one after another seized the position of the Chinese insurance industry. With a view to sharing China's reform and opening up and rapid economic development brought about great opportunities. However, China's insurance industry, especially the life insurance industry, has encountered many puzzles and difficulties. For example, the market concentration is too high, the product positioning is too homogenous, and the survival environment of the small and medium-sized foreign-funded insurance institutions is poor. The common people insurance consumption idea has deviation, and so on. These problems have become factors that limit the development of China's life insurance industry, especially the difficulties in the survival of small and medium-sized insurance companies, which can be said to be whether China's life insurance industry can further develop and expand in the future. China's life insurance market can continue to maintain the international attractiveness of the key factors. Based on the basic model and analytical method of strategic management theory, this paper aims to study and formulate competitive strategy for the company. First of all, using PEST tools to study the macro environment of Allianz Life Insurance China Co., Ltd., using the five-force model to analyze the competitive situation of the industry, to find out the opportunities and threats faced by the company. Then, analyze the company's internal environment, such as resources and capabilities, to find out the company's internal strengths and weaknesses. Then combined with the development experience at home and abroad to judge the development trend of Chinese insurance companies, on the basis of this, using SWOT analysis and general competitive strategy model, This paper makes a comparative analysis of the competitive strategy that Allianz Life Insurance China Limited can adopt. Then, according to the analysis of the key links in the internal value chain of the company, it is determined that the key points of the differentiation strategy of Allianz Life Insurance China Limited are product differentiation, service differentiation, marketing channel differentiation, personnel differentiation and brand differentiation. Finally, the article also puts forward a series of guarantee systems to promote the steady implementation of the strategy. In the course of the research, this paper uses the relevant strategic management theory and the corresponding strategic analysis tools to carry out the overall strategic positioning design and implementation planning for Allianz Life Insurance China Co., Ltd., which has strong maneuverability. At the same time, this research also has certain reference value to other enterprises in this industry.
【學位授予單位】：湖南大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F842.3;F272

【參考文獻】

相關期刊論文 前10條

1 趙蕾;張慶洪;;新巴塞爾協(xié)議對保險企業(yè)操作風險管理的啟示[J];商業(yè)研究;2006年23期

2 孫潔;賈波;;壽險理賠管理中的風險控制與風險防范問題探析[J];保險研究;2008年08期

3 張風科;;中國保險業(yè)發(fā)展與消費增長的關系研究[J];保險研究;2011年12期

4 劉平;陳世璋;;2008年我國保險業(yè)發(fā)展綜述[J];重慶工商大學學報(社會科學版);2009年06期

5 王汝志;;知識營銷——構筑壽險公司競爭優(yōu)勢[J];改革與戰(zhàn)略;2006年03期

6 馬蔡琛;鄒宏魁;;中國金融混業(yè)經(jīng)營制度變遷的經(jīng)濟學分析[J];河北學刊;2009年01期

7 孫瑞娟;;我國保險企業(yè)風險管理研究[J];合作經(jīng)濟與科技;2008年10期

8 展凱;;保險公司風險管理理論與實務[J];金融經(jīng)濟;2008年08期

9 易敏;論金融服務營銷[J];技術經(jīng)濟與管理研究;2003年05期

10 姜曉男;;企業(yè)多元化發(fā)展戰(zhàn)略研究[J];遼寧行政學院學報;2011年05期

本文編號：2418509