發(fā)布時間：2018-03-30 14:24

  本文選題：產(chǎn)品創(chuàng)新　切入點(diǎn)：差異化競爭　出處：《山東大學(xué)》2014年碩士論文

【摘要】：自改革開放恢復(fù)保險業(yè)在中國的發(fā)展以來,我國壽險業(yè)取得了快速的發(fā)展。保險業(yè)已經(jīng)成為我國金融市場和國民經(jīng)濟(jì)的重要組成部分。由于我國保險業(yè)開放較晚,發(fā)展較為滯后,我國壽險市場仍有巨大開發(fā)潛力。同時,競爭主體的進(jìn)一步擴(kuò)大也使市場競爭更為激烈。根據(jù)開業(yè)的時間和所占市場份額,壽險公司在競爭中逐漸形成三批陣營：以國壽、平安為代表的第一陣營,以新華、泰康為代表的第二陣營和以陽光、生命為代表的第三陣營。面對消費(fèi)者日益增長的對于壽險產(chǎn)品多樣化和個性化的需求,在營銷模式的高度趨同、銷售隊伍的高度類似、管理模式大體一致的經(jīng)營現(xiàn)狀下,壽險公司無法予以有效滿足。面對巨大的國內(nèi)保險消費(fèi)市場,想要在市場競爭中占據(jù)優(yōu)勢,各壽險公司需要考慮開創(chuàng)差異化經(jīng)營局面。 壽險產(chǎn)品是市場競爭的基礎(chǔ),也是壽險公司經(jīng)營的基石。我國人壽保險產(chǎn)品伴隨著行業(yè)的發(fā)展由早期的傳統(tǒng)險單一險種逐漸發(fā)展為目前的人壽保險、健康保險、意外保險三大類,以人壽保險為主的經(jīng)營局面,在一定程度上滿足了市場的需求。然而各家壽險公司在產(chǎn)品的市場定位和營銷模式上的近乎高度一致造成了壽險產(chǎn)品的同質(zhì)化局面,且日漸落后于消費(fèi)者的需求,壽險產(chǎn)品狀況亟需改變。 本文以產(chǎn)品創(chuàng)新戰(zhàn)略為研究主題,具體分析了作為第三陣營之一的HZ人壽保險公司產(chǎn)品創(chuàng)新戰(zhàn)略的路徑和方法。首先,本文對產(chǎn)品創(chuàng)新戰(zhàn)略的相關(guān)理論做了介紹,為后面的HZ人壽保險公司產(chǎn)品創(chuàng)新戰(zhàn)略的理論研究和具體設(shè)計做了鋪墊。接下來簡要介紹了我國壽險業(yè)的發(fā)展歷程及壽險產(chǎn)品的發(fā)展概況、HZ人壽保險公司產(chǎn)品的概況,隨后就HZ人壽保險公司面臨的外部競爭環(huán)境進(jìn)行了分析,在外部環(huán)境分析的基礎(chǔ)上對HZ人壽保險公司現(xiàn)有壽險產(chǎn)品的生命周期和競爭優(yōu)勢、劣勢,面臨的機(jī)會及威脅進(jìn)行了分析,HZ人壽保險公司目前的產(chǎn)品在市場中并無明顯競爭優(yōu)勢,隨即簡要說明了HZ人壽保險公司的壽險產(chǎn)品發(fā)展中存在的問題及產(chǎn)品創(chuàng)新對于HZ人壽保險公司打造差異化競爭的意義。緊接著運(yùn)用產(chǎn)品整體概念理論、壽險產(chǎn)品的六個維度、藍(lán)海戰(zhàn)略對壽險產(chǎn)品的創(chuàng)新進(jìn)行了深入的分析,提出了HZ人壽保險公司產(chǎn)品創(chuàng)新的戰(zhàn)略選擇。通過對現(xiàn)有壽險產(chǎn)品進(jìn)行優(yōu)化設(shè)計、創(chuàng)新壽險產(chǎn)品給付方式進(jìn)入新業(yè)務(wù)領(lǐng)域和發(fā)揮互聯(lián)渠道開發(fā)新產(chǎn)品三種方式對HZ人壽保險公司的產(chǎn)品創(chuàng)新戰(zhàn)略做出了具體的方案。論文的最后也對產(chǎn)品創(chuàng)新戰(zhàn)略實施的原則及保障措施進(jìn)行了簡要的說明。本文對于HZ人壽保險公司未來產(chǎn)品的開發(fā)具有一定的指導(dǎo)意義,對于行業(yè)內(nèi)的其他壽險公司也具有一定程度上的參考意義。
[Abstract]:Since the reform and opening up to the outside world, the insurance industry has made rapid progress in China. The insurance industry has become an important part of the financial market and the national economy. The development of China's life insurance market is lagging behind, and there is still great potential for development in our country's life insurance market. At the same time, the further expansion of the main body of competition also makes the market more competitive. In the competition, life insurance companies gradually formed three groups of camps: the first camp, represented by Guoshou and Ping an, the second camp represented by Xinhua and Taikang, and the second camp represented by Sunshine, The third camp represented by life. In the face of the growing demand of consumers for diversification and individuation of life insurance products, under the operating situation where the marketing model is highly convergent, the sales force is highly similar, and the management mode is generally the same, Faced with the huge domestic insurance consumer market, the life insurance companies need to consider creating a differentiated business situation if they want to take advantage of the market competition. Life insurance products are not only the basis of market competition, but also the cornerstone of life insurance companies. With the development of the industry, our life insurance products have gradually developed from the early traditional insurance single insurance to the current life insurance, health insurance. The three major categories of accident insurance, with life insurance as the main business, To a certain extent, the market demand has been satisfied. However, the close agreement between the various life insurance companies in the market positioning and marketing mode has resulted in the homogenization of life insurance products, and has gradually fallen behind the needs of consumers. The condition of life insurance products is in urgent need of change. This paper takes the product innovation strategy as the research topic, and analyzes the path and method of product innovation strategy of HZ Life Insurance Company as one of the third camp. Firstly, this paper introduces the relevant theory of product innovation strategy. It paves the way for the theoretical research and concrete design of the product innovation strategy of HZ Life Insurance Company. Then it briefly introduces the development course of life insurance industry and the development of life insurance products in HZ Life Insurance Company. Then it analyzes the external competitive environment faced by HZ Life Insurance Company, and analyzes the life cycle, competitive advantages and disadvantages of the existing life insurance products of HZ Life Insurance Company on the basis of the analysis of external environment. The opportunities and threats faced by HZ Life Insurance Company are analyzed. The current products of HZ Life Insurance Company do not have a clear competitive advantage in the market. Then it briefly explains the problems existing in the development of life insurance products of HZ Life Insurance Company and the significance of product innovation for HZ Life Insurance Company to create differentiated competition. The blue sea strategy has carried on the thorough analysis to the life insurance product innovation, has proposed the HZ life insurance company product innovation strategic choice, through carries on the optimized design to the existing life insurance product, Three ways of innovating life insurance product payment into new business field and developing new product through interconnect channels have made concrete plan to product innovation strategy of HZ life insurance company. Finally, the paper also has made concrete plan to product innovation strategy of HZ life insurance company. The implementation of the principles and safeguards are briefly explained. This paper has certain guiding significance for the future product development of HZ Life Insurance Company. Other life insurance companies in the industry also have a certain degree of reference significance.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F842.3;F273.1

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