【摘要】：隨著車險(xiǎn)市場(chǎng)的擴(kuò)大,車險(xiǎn)收費(fèi)標(biāo)準(zhǔn)與風(fēng)險(xiǎn)程度不相匹配的問題日益體現(xiàn),在這一市場(chǎng)環(huán)境下,對(duì)車險(xiǎn)費(fèi)率改革的探索從未停止。新一輪的車險(xiǎn)費(fèi)改在2015年6月1日啟動(dòng)試點(diǎn)后,于2016年7月1日起正式面向全國(guó)推廣。本輪車險(xiǎn)費(fèi)率改革帶來的變化包括:一、電銷及網(wǎng)銷車險(xiǎn)失去了原本15%的價(jià)格優(yōu)惠;二、車險(xiǎn)定價(jià)加入零整比;三、車險(xiǎn)定價(jià)增加車型費(fèi)率表;四、出險(xiǎn)次數(shù)將直接影響保費(fèi)折扣。本文以A財(cái)險(xiǎn)公司為例,分析新一輪車險(xiǎn)費(fèi)率市場(chǎng)化對(duì)A財(cái)產(chǎn)保險(xiǎn)公司帶來的一系列影響,包括:一、核心渠道優(yōu)勢(shì)喪失,現(xiàn)有銷售渠道格局打破;二、公司經(jīng)營(yíng)方面面臨車險(xiǎn)保費(fèi)充足率下降、綜合成本率上升、經(jīng)營(yíng)壓力加大等問題。本文從解決問題的角度出發(fā),理論結(jié)合實(shí)際,先使用PEST工具和波特“五力模型”,對(duì)企業(yè)的外部環(huán)境進(jìn)行分析,得出企業(yè)在當(dāng)前所處的外部機(jī)會(huì)和外部威脅;接著從企業(yè)資源、企業(yè)文化、企業(yè)能力方面展開,分析A財(cái)險(xiǎn)公司的內(nèi)部環(huán)境中的優(yōu)勢(shì)和劣勢(shì);在此基礎(chǔ)上,運(yùn)用SWOT分析框架,確定戰(zhàn)略定位,再進(jìn)一步針對(duì)A財(cái)險(xiǎn)公司面臨的問題,探索企業(yè)在該形勢(shì)下的車險(xiǎn)發(fā)展戰(zhàn)略。并且通過分析,得出最適合A財(cái)險(xiǎn)公司的發(fā)展戰(zhàn)略為積極型的SO戰(zhàn)略,并提出了相應(yīng)的差異化發(fā)展戰(zhàn)略實(shí)施建議。本文希望通過對(duì)車險(xiǎn)費(fèi)率市場(chǎng)化環(huán)境下A財(cái)險(xiǎn)公司的發(fā)展戰(zhàn)略的探索與研究,幫助其進(jìn)一步推動(dòng)及完善車險(xiǎn)業(yè)務(wù)發(fā)展戰(zhàn)略,促進(jìn)其車險(xiǎn)業(yè)務(wù)的健康發(fā)展,同時(shí)也為其他主體的車險(xiǎn)經(jīng)營(yíng)提供建議和參考,對(duì)我國(guó)各財(cái)產(chǎn)保險(xiǎn)公司改善經(jīng)營(yíng)管理以及車險(xiǎn)費(fèi)率改革的進(jìn)一步完善具有一定意義。
[Abstract]:With the expansion of the car insurance market, the problem that the vehicle insurance charge standard does not match the risk degree is increasingly manifested. In this market environment, the exploration of the car insurance rate reform has never stopped. After the new round of car insurance fees was launched on June 1, 2015, it will be officially rolled out to the whole country on July 1, 2016. The changes brought about by the reform of the current round of car insurance rates include: first, electric sales and online car insurance have lost the original 15% price preference; second, the car insurance pricing has been added to the zero-integral ratio; third, the car insurance pricing has increased the vehicle fee table; Fourth, the number of risks will directly affect the premium discount. Taking A property insurance company as an example, this paper analyzes a series of effects of the marketization of the new round of car insurance rate on A property insurance company, including: first, the loss of core channel advantage and the breaking of the existing sales channel pattern; Second, the company is faced with the decline of car insurance premium adequacy rate, the rise of comprehensive cost rate, the increase of operating pressure and so on. From the point of view of problem solving, combining theory with practice, this paper first uses PEST tool and Porter's "five forces model" to analyze the external environment of the enterprise, and obtains the external opportunity and external threat of the enterprise at present. Then from the aspects of enterprise resources, corporate culture and enterprise ability, this paper analyzes the advantages and disadvantages in the internal environment of A property insurance company. On this basis, using SWOT analysis framework to determine the strategic positioning, and then in view of the problems faced by A property insurance company, explore the development strategy of car insurance under this situation. Through the analysis, it is concluded that the development strategy most suitable for A property insurance company is the positive SO strategy, and the corresponding suggestions for the implementation of differential development strategy are put forward. Through the exploration and research on the development strategy of A property insurance company under the market-oriented environment of car insurance rate, this paper hopes to help it further promote and perfect the development strategy of automobile insurance business and promote the healthy development of its car insurance business. At the same time, it also provides suggestions and references for the car insurance management of other subjects, which is of certain significance for the improvement of management and the further improvement of the reform of car insurance rate of various property insurance companies in our country.
【學(xué)位授予單位】：暨南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F842.3

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