本文選題：汽車保險(xiǎn) + 發(fā)展戰(zhàn)略��； 參考：《吉林大學(xué)》2017年碩士論文

【摘要】：伴隨新保險(xiǎn)“國(guó)十條”的發(fā)布,“互聯(lián)網(wǎng)+”等新型商業(yè)模式的到來(lái),我國(guó)財(cái)產(chǎn)保險(xiǎn)業(yè)面臨著前所未有的歷史機(jī)遇。同時(shí),保險(xiǎn)市場(chǎng)的逐步開放,主體的不斷增多,市場(chǎng)競(jìng)爭(zhēng)也日趨激烈。由于非理性的市場(chǎng)競(jìng)爭(zhēng)只能給公司的發(fā)展埋下隱患,中小財(cái)產(chǎn)保險(xiǎn)公司的發(fā)展形勢(shì)十分嚴(yán)峻。如何抓住市場(chǎng)機(jī)遇,找準(zhǔn)市場(chǎng)定位,提升與大型保險(xiǎn)公司的資源競(jìng)爭(zhēng)能力,是中小財(cái)險(xiǎn)公司面臨的重要課題。在多年來(lái)對(duì)財(cái)產(chǎn)保險(xiǎn)市場(chǎng)的實(shí)地調(diào)查下,本人選取一汽集團(tuán)設(shè)立的鑫安汽車保險(xiǎn)股份有限公司作為中小財(cái)險(xiǎn)公司代表,力求通過(guò)對(duì)新興汽車保險(xiǎn)公司的研究,對(duì)中小財(cái)險(xiǎn)公司如何走出一條合理的市場(chǎng)發(fā)展戰(zhàn)略起到一定借鑒作用。首先,本文就鑫安汽車保險(xiǎn)公司的現(xiàn)狀和發(fā)展情況進(jìn)行了概述,就其在各個(gè)領(lǐng)域取得的發(fā)展和成績(jī)進(jìn)行了闡述,同時(shí)提出盡管公司在產(chǎn)品、技術(shù)、渠道及客戶服務(wù)等方面完成了大量基礎(chǔ)工作,但作為中小保險(xiǎn)公司群體的一員,在行業(yè)中仍面臨很大的競(jìng)爭(zhēng)壓力,也遠(yuǎn)未形成自己的核心競(jìng)爭(zhēng)力。所以,公司應(yīng)將研究和制定科學(xué)的發(fā)展戰(zhàn)略作為迫在眉睫的重要任務(wù)。其次,本文對(duì)鑫安汽車保險(xiǎn)公司進(jìn)行了內(nèi)外部環(huán)境分析及SWOT分析。外部環(huán)境方面,利用PEST分析法對(duì)宏觀經(jīng)濟(jì)總體環(huán)境進(jìn)行分析。行業(yè)競(jìng)爭(zhēng)環(huán)境方面,利用波特五力分析模型對(duì)財(cái)產(chǎn)保險(xiǎn)行業(yè)環(huán)境進(jìn)行細(xì)致剖析。內(nèi)部環(huán)境方面,分析了公司自身的資源和能力等因素。最后,結(jié)合對(duì)公司現(xiàn)狀的了解和內(nèi)外部環(huán)境的分析結(jié)果,對(duì)公司進(jìn)行了SWOT分析,總結(jié)公司發(fā)展所面臨的機(jī)會(huì)、威脅、優(yōu)勢(shì)及劣勢(shì)等,分析了四大戰(zhàn)略組合,提出公司當(dāng)前的發(fā)展戰(zhàn)略選擇應(yīng)當(dāng)采取SO增長(zhǎng)型戰(zhàn)略,要充分把握外部環(huán)境的發(fā)展機(jī)會(huì),發(fā)揮公司自身的優(yōu)勢(shì)。再次,本文闡述了鑫安汽車保險(xiǎn)公司當(dāng)前的發(fā)展戰(zhàn)略的目標(biāo)、思路和戰(zhàn)略實(shí)施。結(jié)合SWOT分析結(jié)果,參考波特三大競(jìng)爭(zhēng)戰(zhàn)略,本文得出,公司應(yīng)當(dāng)采取增長(zhǎng)型發(fā)展戰(zhàn)略,充分把握外部環(huán)境的發(fā)展機(jī)會(huì),發(fā)揮公司自身的優(yōu)勢(shì),同時(shí),在業(yè)務(wù)層面,實(shí)施差異化競(jìng)爭(zhēng)戰(zhàn)略,在產(chǎn)品開發(fā)、銷售渠道、客戶服務(wù)等方面力爭(zhēng)與競(jìng)爭(zhēng)對(duì)手產(chǎn)生明顯差別,以獲得相對(duì)競(jìng)爭(zhēng)優(yōu)勢(shì)的戰(zhàn)略。具體發(fā)展戰(zhàn)略包括五個(gè)方面,公司層面應(yīng)充分把握外部環(huán)境的發(fā)展機(jī)會(huì),發(fā)揮公司自身的優(yōu)勢(shì),積極推進(jìn)集團(tuán)化及股權(quán)多元化;業(yè)務(wù)層面應(yīng)推進(jìn)非車險(xiǎn)產(chǎn)品創(chuàng)新,同時(shí)打造特色車險(xiǎn)產(chǎn)品,提升差異化水平;銷售渠道方面應(yīng)立足傳統(tǒng)車行渠道,大力研究發(fā)展互聯(lián)網(wǎng)保險(xiǎn)商業(yè)新模式;客戶管理方面應(yīng)提升管理意識(shí)和客戶服務(wù)意識(shí),不斷完善客戶精細(xì)管理;品牌管理方面應(yīng)該依托一汽集團(tuán)的品牌進(jìn)行打造和宣傳,建設(shè)有公司特色的專業(yè)汽車保險(xiǎn)品牌;成本管理方面應(yīng)該從管理、內(nèi)控到業(yè)務(wù)流程等方面加強(qiáng)精細(xì)化管理。最后,本文提出了四大戰(zhàn)略保障措施,包括制度機(jī)制保障、人力資源保障、文化建設(shè)保障、信息系統(tǒng)建設(shè)保障。
[Abstract]:With the release of the new insurance, the arrival of the new business model, such as the Internet, China's property insurance industry is facing unprecedented historical opportunities. At the same time, with the gradual opening of the insurance market, the increase of the main body, the market competition is becoming increasingly fierce. Because the irrational market competition can only bury hidden trouble for the development of the company, the development situation of the small and medium property insurance company is very severe. How to seize the market opportunity, find out the market position, and improve the ability to compete with the large insurance companies is an important issue facing the small and medium property insurance companies. Under the field investigation of the property insurance market for many years, I choose Xinan Automobile Insurance Co., Ltd, which was set up by FAW Group, as the representative of small and medium property insurance company, and try my best to study the new automobile insurance company. It can be used as a reference for medium and small property insurance companies to walk out of a reasonable market development strategy. First of all, this paper gives an overview of the current situation and development of Xinan Automobile Insurance Company, describes its development and achievements in various fields, and points out that despite the company's products and technology, A great deal of basic work has been accomplished in the aspects of channel and customer service, but as a member of small and medium-sized insurance companies, it still faces great competition pressure in the industry, and it is far from forming its own core competitiveness. Therefore, the company should study and formulate scientific development strategy as an urgent and important task. Secondly, this article carries on the internal and external environment analysis and the SWOT analysis to the Xin an automobile insurance company. In terms of external environment, PEST analysis is used to analyze the overall macroeconomic environment. In the aspect of competition environment of industry, the paper analyzes the environment of property insurance industry with Porter's five-force analysis model. Internal environment, analysis of the company's own resources and capabilities and other factors. Finally, combined with the understanding of the current situation of the company and the results of the analysis of the internal and external environment, the SWOT analysis of the company, summarized the opportunities, threats, strengths and weaknesses faced by the development of the company, analyzed the four strategic combinations. The paper puts forward that the company should adopt the so growth strategy in its current development strategy, fully grasp the development opportunities of the external environment and give full play to the advantages of the company itself. Thirdly, this paper expounds the aim, train of thought and implementation of the current development strategy of Xinan Automobile Insurance Company. Combined with the results of SWOT analysis and referring to Porter's three competitive strategies, this paper concludes that the company should adopt a growth-oriented development strategy, fully grasp the development opportunities of the external environment, give play to its own advantages, and at the same time, at the business level, Implement the strategy of differentiation competition, strive to produce obvious difference with competitors in product development, sales channel, customer service and so on, in order to obtain the strategy of relative competitive advantage. The specific development strategy includes five aspects: the company should fully grasp the development opportunities of the external environment, give play to the company's own advantages, actively promote collectivization and equity diversification, business level should promote innovation of non-auto insurance products, At the same time, we should build special auto insurance products to improve the level of differentiation; sales channels should be based on the traditional car business channels, vigorously research and development of new business models of Internet insurance; customer management should enhance the awareness of management and customer service awareness, Continuously improve customer fine management; brand management should rely on the brand of FAW Group to build and promote, build a professional auto insurance brand with company characteristics; cost management should be from the management, Internal control to business processes and other aspects to strengthen fine management. Finally, this paper puts forward four strategic safeguard measures, including system mechanism guarantee, human resource guarantee, cultural construction guarantee, information system construction guarantee.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F842.3;F272

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