【摘要】：伴隨著中國(guó)汽車產(chǎn)業(yè)的飛速發(fā)展,汽車保險(xiǎn)市場(chǎng)發(fā)展迅猛,成為財(cái)險(xiǎn)保險(xiǎn)公司最重要的競(jìng)爭(zhēng)市場(chǎng)。中國(guó)人保財(cái)險(xiǎn)泉州分公司在泉州車險(xiǎn)市場(chǎng)激烈的競(jìng)爭(zhēng)中,市場(chǎng)份額逐年減少,主要競(jìng)爭(zhēng)對(duì)手平安緊跟其后,市場(chǎng)份額差距所剩無幾,被趕超的風(fēng)險(xiǎn)在逐漸加大。本文詳細(xì)介紹了車險(xiǎn)市場(chǎng)的行業(yè)特點(diǎn)和發(fā)展態(tài)勢(shì),根據(jù)競(jìng)爭(zhēng)戰(zhàn)略的相關(guān)理論,對(duì)泉州車險(xiǎn)市場(chǎng)進(jìn)行深入分析,剖析內(nèi)部經(jīng)營(yíng)管理上存在的問題,試圖通過MBA所學(xué)知識(shí),提出了中國(guó)人保財(cái)險(xiǎn)泉州分公司車險(xiǎn)的競(jìng)爭(zhēng)戰(zhàn)略和具體實(shí)施方案,以接受市場(chǎng)競(jìng)爭(zhēng)者的挑戰(zhàn),進(jìn)一步增強(qiáng)核心競(jìng)爭(zhēng)力,實(shí)現(xiàn)品牌價(jià)值提升,保持并擴(kuò)大在泉州車險(xiǎn)保險(xiǎn)市場(chǎng)中的領(lǐng)先優(yōu)勢(shì)。 本文首先對(duì)人保財(cái)險(xiǎn)泉州分公司車險(xiǎn)業(yè)務(wù)所處的外部環(huán)境進(jìn)行了分析,認(rèn)為其在車險(xiǎn)市場(chǎng)上具有較大的發(fā)展空間和機(jī)會(huì)。在此基礎(chǔ)上,運(yùn)用SWOT分析和一般競(jìng)爭(zhēng)戰(zhàn)略模型等戰(zhàn)略分析工具,通過SWOT分析矩陣,選擇其可以選擇的市場(chǎng)戰(zhàn)略。通過研究發(fā)現(xiàn)人保財(cái)險(xiǎn)泉州公司車險(xiǎn)業(yè)務(wù)上在服務(wù)網(wǎng)點(diǎn)、客戶資源、經(jīng)營(yíng)實(shí)力等方面具有優(yōu)勢(shì),但是由于理賠服務(wù)不到位、渠道經(jīng)營(yíng)混亂、品牌營(yíng)銷不夠等限制了其競(jìng)爭(zhēng)優(yōu)勢(shì)的發(fā)揮,導(dǎo)致市場(chǎng)競(jìng)爭(zhēng)能力弱。為此,其要提升市場(chǎng)競(jìng)爭(zhēng)力,必須要進(jìn)行市場(chǎng)競(jìng)爭(zhēng)策略的調(diào)整,而差異化戰(zhàn)略是人保財(cái)險(xiǎn)泉州市分公司車險(xiǎn)競(jìng)爭(zhēng)戰(zhàn)略的必然選擇,其中,營(yíng)銷渠道差異化、服務(wù)差異化是實(shí)施差異化的關(guān)鍵環(huán)節(jié)。本文最后為人保財(cái)險(xiǎn)泉州公司的營(yíng)銷渠道差異化、服務(wù)差異化的實(shí)施提出了具體的建議和思路,希望通過組織機(jī)構(gòu)、內(nèi)部資源等調(diào)整達(dá)到差異化競(jìng)爭(zhēng)戰(zhàn)略的實(shí)現(xiàn),最終實(shí)現(xiàn)人保財(cái)險(xiǎn)泉州分公司提升車險(xiǎn)市場(chǎng)競(jìng)爭(zhēng)力,強(qiáng)化市場(chǎng)老大地位的美好愿景。
[Abstract]:With the rapid development of Chinese automobile industry, the automobile insurance market has developed rapidly and becomes the most important competitive market of the insurance company. In the fierce competition of Quanzhou auto-insurance market, the Chinese People's Insurance Co., Ltd., the market share is decreasing year by year, and the main competitor is closely following the market share gap, and the risk of catching up is gradually increasing. In this paper, the characteristics and development trend of the vehicle insurance market are introduced in detail. According to the relevant theory of the competition strategy, the Quanzhou car insurance market is analyzed, the problems existing in the internal management and management are analyzed, and the knowledge of the MBA is tried through the MBA. The competition strategy and specific implementation of the vehicle insurance in Quanzhou Branch of the Chinese People's Insurance Co., Ltd. are put forward, in order to accept the challenge of the market competitors, to further enhance the core competitiveness, to realize the promotion of brand value, to maintain and expand the leading advantage in the Quanzhou car insurance market. In this paper, the external environment of the vehicle insurance business in Quanzhou Branch of the People's Insurance Co., Ltd. is analyzed, and it is considered to have a large development space and machine in the vehicle insurance market. On this basis, the strategic analysis tools such as the SWOT analysis and the general competitive strategy model are used to select the market warfare which can be selected through the SWOT analysis matrix. In the light of the research, the company has the advantages of the service point, the customer resource, the operating strength and so on. However, because the claim service is not in place, the channel management is chaotic, the brand marketing is not enough, the competitive advantage is limited, and the market competitiveness is caused. In order to improve the competitiveness of the market, it is necessary to adjust the market competition strategy, and the differentiation strategy is the inevitable choice of the competition strategy of the vehicle insurance in the city branch of the People's Insurance and Finance, in which the differentiation of the marketing channels and the differentiation of the service are the key rings for implementing the differentiation. In the end, this paper puts forward some concrete suggestions and ideas for the differentiation of the marketing channel and the service differentiation of the company in Quanzhou. It is hoped that the differentiation of the competitive strategy can be achieved through the adjustment of the organization and the internal resources. Now, it will finally be realized that the company of Quanzhou Branch of the People's Insurance of the People's Republic of China will improve the competitiveness of the car insurance market and strengthen the better position of the market leader.
【學(xué)位授予單位】：廈門大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F272;F842.3

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本文編號(hào)：2439275