本文選題：平安財(cái)險(xiǎn) + 發(fā)展戰(zhàn)略��； 參考：《陜西師范大學(xué)》2014年碩士論文

【摘要】：中國保險(xiǎn)市場發(fā)展了近30年,發(fā)展迅速,特別是2001年中國加入WTO,中國保險(xiǎn)業(yè)對國外市場分階段進(jìn)行了開放,保險(xiǎn)業(yè)的發(fā)展日新月異。但是,2007年美國爆發(fā)了金融危機(jī),2009年歐洲又爆發(fā)了歐債危機(jī),全世界的金融界都受到了沖擊。中國作為經(jīng)濟(jì)發(fā)展的新興市場承擔(dān)了拉動(dòng)國際經(jīng)濟(jì)復(fù)蘇的角色,這對中國保險(xiǎn)業(yè)的發(fā)展不得不說是一次機(jī)遇。平安產(chǎn)險(xiǎn)是我國國內(nèi)具有優(yōu)良品牌形象的財(cái)產(chǎn)保險(xiǎn)企業(yè),特別是2009年平安財(cái)險(xiǎn)保費(fèi)收入超過太保,成為國內(nèi)占市場份額第二位的產(chǎn)險(xiǎn)企業(yè)。近年來平安產(chǎn)險(xiǎn)不斷受到外資保險(xiǎn)企業(yè)、國內(nèi)保險(xiǎn)公司的擠壓,產(chǎn)險(xiǎn)公司間的競爭越來越激烈。如何保住第二,趕超第一,保持競爭活力是平安財(cái)險(xiǎn)要面臨的問題。這需要平安財(cái)險(xiǎn)不斷調(diào)整公司的發(fā)展戰(zhàn)略,找到適合企業(yè)發(fā)展的展略,提高公司的核心競爭力,在保險(xiǎn)競爭市場上爭取更大份額,不斷發(fā)展壯大。 本文運(yùn)用發(fā)展戰(zhàn)略和企業(yè)管理理論知識。首先分析國內(nèi)保險(xiǎn)公司的背景及特點(diǎn),在這種背景下成長起來的平安財(cái)險(xiǎn)的發(fā)展歷程,以及在發(fā)展過程中遇到的問題。其次從政治、經(jīng)濟(jì)、社會(huì)文化等方面分析了平安財(cái)險(xiǎn)公司所面臨的國際、國內(nèi)以及平安自身的內(nèi)外部環(huán)境。在此基礎(chǔ)上,通過波特五力模型分析方法,分析了潛在進(jìn)入者、現(xiàn)有競爭對手、供應(yīng)者能力、投保人需求及替代品或服務(wù)五方力量對平安產(chǎn)險(xiǎn)的競爭力的影響。采用SWOT分析方法對平安財(cái)險(xiǎn)優(yōu)勢、劣勢、機(jī)會(huì)、威脅進(jìn)行了分析,并進(jìn)行了矩陣構(gòu)造,分析不同情況下平安財(cái)險(xiǎn)應(yīng)做的相應(yīng)措施。最后,根據(jù)五力模型及SWOT分析結(jié)果提出了平安財(cái)險(xiǎn)公司提高公司競爭力應(yīng)進(jìn)行的戰(zhàn)略選擇,包括人才戰(zhàn)略的實(shí)施、選擇差異化競爭戰(zhàn)略以及業(yè)務(wù)結(jié)構(gòu)均衡化發(fā)展戰(zhàn)略。 通過分析得出,在現(xiàn)在激烈的競爭環(huán)境中,保險(xiǎn)公司要不斷根據(jù)自身所處的環(huán)境和背景,分析自身的面臨的優(yōu)勢、劣勢、機(jī)會(huì)和威脅,制定適合自身發(fā)展的競爭戰(zhàn)略,在發(fā)展的過程中始終保持核心競爭力,才能在保險(xiǎn)市場上不被淘汰。
[Abstract]:China's insurance market has developed rapidly for nearly 30 years, especially when China joined the WTO in 2001, the Chinese insurance industry has opened up to foreign markets in stages, and the insurance industry is developing with each passing day. However, the financial crisis broke out in the United States in 2007, and the European debt crisis in Europe in 2009. As an emerging market of economic development, China has assumed the role of pulling the international economic recovery, which has to be said to be an opportunity for the development of China's insurance industry. Ping an property insurance is a property insurance enterprise with a good brand image in our country, especially in 2009, Ping an property insurance premium income exceeded Taibao, becoming the second largest property insurance enterprise in China with market share. In recent years, Ping an property insurance has been continuously squeezed by foreign insurance companies and domestic insurance companies, and the competition between property insurance companies is becoming more and more fierce. How to keep second, catch up first, keep competitive vigor is the problem that Ping an property insurance must face. This requires Ping an property insurance to constantly adjust the company's development strategy, to find a strategy suitable for the development of enterprises, to improve the core competitiveness of the company, to strive for a greater share in the insurance competition market, and to continue to develop and expand. This article uses the development strategy and the enterprise management theory knowledge. Firstly, this paper analyzes the background and characteristics of domestic insurance companies, the development course of Ping an property insurance and the problems encountered in the process of development. Secondly, it analyzes the internal and external environment of Ping an property Insurance Company from the aspects of politics, economy, social culture and so on. On the basis of this, this paper analyzes the influence of potential entrants, existing competitors, suppliers' ability, the demand of policy holder and the power of substitute or service on the competitiveness of Ping an property insurance through Porter's five-force model analysis method. SWOT analysis method is used to analyze the advantages, disadvantages, opportunities and threats of Ping an property insurance, and the matrix construction is carried out to analyze the corresponding measures to be taken by Ping an property insurance under different circumstances. Finally, according to the results of five forces model and SWOT analysis, this paper puts forward the strategic choice for Ping an property Insurance Company to improve its competitiveness, including the implementation of talent strategy, the choice of differentiated competition strategy and the balanced development strategy of business structure. Through analysis, in the current fierce competition environment, insurance companies should constantly analyze their strengths, weaknesses, opportunities and threats according to their own environment and background, and formulate competitive strategies suitable for their own development. In the process of development, always maintain the core competitiveness, in order not to be eliminated in the insurance market.
【學(xué)位授予單位】：陜西師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F842.3;F273.1

【參考文獻(xiàn)】

相關(guān)期刊論文 前6條

1 黃鈺婷;論中資壽險(xiǎn)公司的經(jīng)營戰(zhàn)略[J];保險(xiǎn)研究;2002年08期

2 魏華林;黃余莉;;我國壽險(xiǎn)營銷方式轉(zhuǎn)變研究[J];保險(xiǎn)研究;2012年04期

3 宇文晶;;保險(xiǎn)營銷路在何方[J];科技信息;2008年28期

4 徐二明,王智慧;企業(yè)戰(zhàn)略管理理論的發(fā)展與流派[J];首都經(jīng)濟(jì)貿(mào)易大學(xué)學(xué)報(bào);1999年01期

5 張荊安;;當(dāng)前保險(xiǎn)行業(yè)網(wǎng)絡(luò)營銷模式探析[J];現(xiàn)代商業(yè);2010年17期

6 王啟姣;;西方主要發(fā)達(dá)國家保險(xiǎn)營銷模式及借鑒[J];中國證券期貨;2011年09期

，

本文編號：2092132