本文關(guān)鍵詞：基于二元視角的XX保險公司發(fā)展戰(zhàn)略研究　出處：《南華大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 二元結(jié)構(gòu) 二元發(fā)展 商業(yè)保險 發(fā)展戰(zhàn)略

【摘要】：XX保險公司成立近三十年,已經(jīng)成為行業(yè)的領(lǐng)導(dǎo)者之一,具有品牌、人員等優(yōu)勢,然而在二元發(fā)展的機(jī)遇面前,如何解決行業(yè)壁壘,改變以往對于農(nóng)村市場不重視而導(dǎo)致的農(nóng)村市場份額不足,競爭力不足等問題已經(jīng)成為企業(yè)二元發(fā)展的關(guān)鍵。在公司二元發(fā)展的策略影響下,本文就XX保險公司如何實施二元策略,以實現(xiàn)農(nóng)村與城市市場共同發(fā)展為目標(biāo)展開研究,以調(diào)查法、文獻(xiàn)研究法和理論研究法作為主要研究方法,通過調(diào)查XX保險公司發(fā)展的宏觀環(huán)境和行業(yè)環(huán)境,發(fā)現(xiàn)當(dāng)前XX保險公司二元發(fā)展戰(zhàn)略的主要阻礙是城市市場新進(jìn)入企業(yè)多導(dǎo)致競爭日益激烈,農(nóng)村市場份額大部分被其它公司瓜分導(dǎo)致開拓該市場存在困難。對此,本文結(jié)合公司的人力資源和品牌優(yōu)勢以及政府提出的城鄉(xiāng)統(tǒng)籌發(fā)展戰(zhàn)略帶來的機(jī)遇進(jìn)行研究,確定公司應(yīng)該通過產(chǎn)品和營銷的差異化來實現(xiàn)二元發(fā)展。具體策略為:首先針對農(nóng)村市場需求,研發(fā)出符合需求的產(chǎn)品,采用集會推廣等營銷方式進(jìn)行產(chǎn)品營銷;其次建立企業(yè)APP平臺,利用該平臺實現(xiàn)城市和農(nóng)村市場產(chǎn)品的銷售,真正達(dá)到資源整合和優(yōu)化配置的目的。在確定二元發(fā)展戰(zhàn)略后,公司還應(yīng)該從完善組織結(jié)構(gòu),加強(qiáng)人員培訓(xùn)管理等層面進(jìn)行改進(jìn),保證策略的實施。研究針對XX保險公司實際經(jīng)營情況以及保險行業(yè)的市場環(huán)境提出二元發(fā)展戰(zhàn)略,它不僅可以指導(dǎo)XX保險公司發(fā)展戰(zhàn)略的實施也為保險行業(yè)同類公司二元發(fā)展提供借鑒,有效補(bǔ)充了保險公司二元發(fā)展的理論研究,具有一定的理論價值和積極的實踐指導(dǎo)意義。
[Abstract]:Xx insurance company was founded nearly 30 years, has become one of the industry leaders, with brand, personnel and other advantages, but in the face of dual development opportunities, how to solve industry barriers. Changing the lack of rural market share and competitiveness caused by the lack of attention to the rural market has become the key to the dual development of enterprises, under the influence of the strategy of dual development of companies. In this paper, XX insurance company how to implement the dual strategy to achieve the development of rural and urban markets as the goal of the study, with the investigation method, literature research and theoretical research as the main research methods. By investigating the macro environment and industry environment of XX insurance company's development, it is found that the main obstacle of XX insurance company's dual development strategy is that more and more enterprises enter the city market, which leads to the increasingly fierce competition. The fact that most of the rural market share has been divided up by other companies has made it difficult to develop the market. Combined with the company's human resources and brand advantages as well as the government's urban and rural development strategy brought opportunities to study. Determine that the company should achieve dual development through product and marketing differentiation. The specific strategy is: first of all, to meet the needs of the rural market, to develop products that meet the needs. The product marketing is carried out by means of assembly promotion and other marketing methods. Secondly, the enterprise APP platform is established, which is used to realize the sales of the products in the urban and rural markets, so as to achieve the purpose of resource integration and optimal allocation. After the dual development strategy has been determined. The company should also improve its organizational structure and personnel training management. According to XX insurance company's actual operation situation and the insurance industry market environment put forward the dual development strategy. It can not only guide the implementation of XX insurance company development strategy, but also provide reference for the development of similar companies in the insurance industry, effectively complement the theoretical research of insurance company dual development. It has certain theoretical value and positive practical significance.
【學(xué)位授予單位】：南華大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F842.3;F272

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本文編號：1439031