【摘要】：隨著經(jīng)濟(jì)改革的深化和市場(chǎng)化進(jìn)程的推進(jìn),我國(guó)保險(xiǎn)行業(yè)已經(jīng)進(jìn)入到重要的發(fā)展階段。一方面,經(jīng)過(guò)20多年的發(fā)展,我國(guó)保險(xiǎn)行業(yè)已經(jīng)取得長(zhǎng)足進(jìn)步,人們保險(xiǎn)意識(shí)不斷提高、保險(xiǎn)市場(chǎng)壟斷程度逐漸降低；另一方面,市場(chǎng)競(jìng)爭(zhēng)激烈程度的提高要求保險(xiǎn)公司改變現(xiàn)有的發(fā)展模式,將競(jìng)爭(zhēng)重點(diǎn)轉(zhuǎn)移到產(chǎn)品和服務(wù)水平的提高上。與一般企業(yè)相區(qū)別,保險(xiǎn)公司作為經(jīng)營(yíng)風(fēng)險(xiǎn)的市場(chǎng)主體,在競(jìng)爭(zhēng)戰(zhàn)略的制定上存在一定的特殊性。因此,如何選擇、制定和實(shí)施科學(xué)合理的競(jìng)爭(zhēng)戰(zhàn)略,成為保險(xiǎn)公司經(jīng)營(yíng)管理者必須要關(guān)注和解決的問(wèn)題之一。 在結(jié)合中外研究現(xiàn)狀的基礎(chǔ)上,本文首先對(duì)平頂山財(cái)險(xiǎn)公司的內(nèi)外部競(jìng)爭(zhēng)環(huán)境和資源條件進(jìn)行了分析。在此基礎(chǔ)上開(kāi)展了SWOT分析,通過(guò)結(jié)合CPIC總公司競(jìng)爭(zhēng)戰(zhàn)略和指導(dǎo)思想,本文選擇和確定了差異化競(jìng)爭(zhēng)戰(zhàn)略。為了保障競(jìng)爭(zhēng)戰(zhàn)略方案的順利實(shí)施,本文從品牌、服務(wù)、營(yíng)銷以及人力資源等不同方面制定了具體措施,從而提高平頂山財(cái)險(xiǎn)公司市場(chǎng)地位與核心競(jìng)爭(zhēng)力。
[Abstract]:With the deepening of economic reform and the promotion of marketization, China's insurance industry has entered an important stage of development. On the one hand, after more than 20 years of development, China's insurance industry has made considerable progress, people's awareness of insurance has been improved, the degree of monopoly of the insurance market has gradually decreased; On the other hand, the improvement of market competition requires insurance companies to change the existing development model and shift the competition emphasis to the improvement of product and service level. Different from general enterprises, insurance companies, as the main body of business risk, have some particularity in the formulation of competitive strategy. Therefore, how to choose, formulate and implement a scientific and reasonable competitive strategy has become one of the problems that insurance company managers must pay attention to and solve. Based on the present situation of domestic and foreign research, this paper firstly analyzes the internal and external competitive environment and resource conditions of Pingdingshan property Insurance Company. On this basis, SWOT analysis is carried out. By combining the competitive strategy and guiding ideology of CPIC head office, this paper selects and determines the differentiated competitive strategy. In order to ensure the smooth implementation of competitive strategy, this paper formulates specific measures from different aspects, such as brand, service, marketing and human resources, so as to improve the market position and core competitiveness of Pingdingshan property Insurance Company.
【學(xué)位授予單位】：廣西大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F271;F842.3

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本文編號(hào)：2319897