【摘要】：隨著中國(guó)經(jīng)濟(jì)改革的進(jìn)一步深化,保險(xiǎn)業(yè)機(jī)遇與挑戰(zhàn)并存。一方面,經(jīng)濟(jì)規(guī)模的擴(kuò)大、社會(huì)財(cái)富的增長(zhǎng)以及城鄉(xiāng)居民收入大幅增長(zhǎng),促進(jìn)保險(xiǎn)需求快速增長(zhǎng)；另一方面市場(chǎng)競(jìng)爭(zhēng)日激趨激烈,參與競(jìng)爭(zhēng)的主體日益增多,保險(xiǎn)公司傳統(tǒng)的經(jīng)營(yíng)模式受到嚴(yán)峻挑戰(zhàn)。如何在新環(huán)境下改善和修正不合時(shí)宜的經(jīng)營(yíng)模式,制定適合自身發(fā)展的競(jìng)爭(zhēng)戰(zhàn)略,提升市場(chǎng)競(jìng)爭(zhēng)能力,成為各大保險(xiǎn)公司面臨的重要任務(wù)。 本文以人保財(cái)險(xiǎn)廣東省分公司為研究對(duì)象,采取理論與實(shí)證分析相結(jié)合的方式,運(yùn)用PEST分析法對(duì)人保財(cái)險(xiǎn)廣東省分公司所處的外部環(huán)境進(jìn)行分析,找出該公司面臨的機(jī)會(huì)和威脅,再?gòu)馁Y源和能力兩方面對(duì)該公司的內(nèi)部環(huán)境進(jìn)行分析,指出該公司的優(yōu)勢(shì)和劣勢(shì)。在此基礎(chǔ)上運(yùn)用SWOT分析,將人保財(cái)險(xiǎn)廣東省分公司的機(jī)會(huì)、威脅、優(yōu)勢(shì)和劣勢(shì)相結(jié)合起來,指出差異化戰(zhàn)略是適合該公司發(fā)展的競(jìng)爭(zhēng)戰(zhàn)略。 在確定差異化競(jìng)爭(zhēng)戰(zhàn)略后,提出人保財(cái)險(xiǎn)廣東省分公司實(shí)施該戰(zhàn)略的實(shí)現(xiàn)路徑,重點(diǎn)在于推進(jìn)產(chǎn)品差異化、品牌差異化、服務(wù)差異化和渠道差異化等策略,通過實(shí)施差異化戰(zhàn)略確保公司的競(jìng)爭(zhēng)優(yōu)勢(shì),鞏固公司的市場(chǎng)地位。最后,論述了實(shí)施差異化戰(zhàn)略的保障措施,提出應(yīng)進(jìn)一步深化組織結(jié)構(gòu)改革、建立科學(xué)人力資源管理體系、強(qiáng)化信息技術(shù)支持力度和深化企業(yè)文化建設(shè),確保差異化戰(zhàn)略的順利實(shí)施。
[Abstract]:With the further deepening of China's economic reform, opportunities and challenges coexist in the insurance industry. On the one hand, the expansion of economic scale, the growth of social wealth and the substantial increase of income of urban and rural residents, promote the rapid growth of insurance demand; on the other hand, the market competition is becoming more and more fierce, and the main body participating in the competition is increasing day by day. The traditional business model of insurance company is faced with severe challenge. How to improve and modify the anachronistic business model, formulate the competitive strategy suitable for their own development, and promote the market competition ability in the new environment have become the important tasks faced by the major insurance companies. This paper takes PICC Guangdong Branch as the research object, adopts the combination of theory and empirical analysis, using PEST analysis method to analyze the external environment of PICC Guangdong Branch. To find out the opportunities and threats faced by the company, and then analyze the internal environment of the company in terms of resources and capabilities, and point out its strengths and weaknesses. Based on the analysis of SWOT, this paper combines the opportunities, threats, advantages and disadvantages of PICC Guangdong Branch, and points out that the differentiation strategy is a competitive strategy suitable for the development of PICC. After determining the strategy of differentiated competition, this paper puts forward the implementation path of PICC Guangdong Branch, which focuses on promoting product differentiation, brand differentiation, service differentiation and channel differentiation, etc. Through the implementation of differentiation strategy to ensure the company's competitive advantage, consolidate the company's market position. Finally, the paper discusses the safeguard measures of implementing differentiation strategy, and puts forward that we should further deepen the reform of organizational structure, establish a scientific human resource management system, strengthen the support of information technology and deepen the construction of enterprise culture. Ensure the smooth implementation of differentiation strategy.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F842.3

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