鑫安汽车保险公司发展战略研究

发布时间：2018-05-23 19:19

本文选题：汽车保险 + 发展战略　；参考：《吉林大学》2017年硕士论文

【摘要】：伴随新保险“国十条”的发布,“互联网+”等新型商业模式的到来,我国财产保险业面临着前所未有的历史机遇。同时,保险市场的逐步开放,主体的不断增多,市场竞争也日趋激烈。由于非理性的市场竞争只能给公司的发展埋下隐患,中小财产保险公司的发展形势十分严峻。如何抓住市场机遇,找准市场定位,提升与大型保险公司的资源竞争能力,是中小财险公司面临的重要课题。在多年来对财产保险市场的实地调查下,本人选取一汽集团设立的鑫安汽车保险股份有限公司作为中小财险公司代表,力求通过对新兴汽车保险公司的研究,对中小财险公司如何走出一条合理的市场发展战略起到一定借鉴作用。首先,本文就鑫安汽车保险公司的现状和发展情况进行了概述,就其在各个领域取得的发展和成绩进行了阐述,同时提出尽管公司在产品、技术、渠道及客户服务等方面完成了大量基础工作,但作为中小保险公司群体的一员,在行业中仍面临很大的竞争压力,也远未形成自己的核心竞争力。所以,公司应将研究和制定科学的发展战略作为迫在眉睫的重要任务。其次,本文对鑫安汽车保险公司进行了内外部环境分析及SWOT分析。外部环境方面,利用PEST分析法对宏观经济总体环境进行分析。行业竞争环境方面,利用波特五力分析模型对财产保险行业环境进行细致剖析。内部环境方面,分析了公司自身的资源和能力等因素。最后,结合对公司现状的了解和内外部环境的分析结果,对公司进行了SWOT分析,总结公司发展所面临的机会、威胁、优势及劣势等,分析了四大战略组合,提出公司当前的发展战略选择应当采取SO增长型战略,要充分把握外部环境的发展机会,发挥公司自身的优势。再次,本文阐述了鑫安汽车保险公司当前的发展战略的目标、思路和战略实施。结合SWOT分析结果,参考波特三大竞争战略,本文得出,公司应当采取增长型发展战略,充分把握外部环境的发展机会,发挥公司自身的优势,同时,在业务层面,实施差异化竞争战略,在产品开发、销售渠道、客户服务等方面力争与竞争对手产生明显差别,以获得相对竞争优势的战略。具体发展战略包括五个方面,公司层面应充分把握外部环境的发展机会,发挥公司自身的优势,积极推进集团化及股权多元化;业务层面应推进非车险产品创新,同时打造特色车险产品,提升差异化水平;销售渠道方面应立足传统车行渠道,大力研究发展互联网保险商业新模式;客户管理方面应提升管理意识和客户服务意识,不断完善客户精细管理;品牌管理方面应该依托一汽集团的品牌进行打造和宣传,建设有公司特色的专业汽车保险品牌;成本管理方面应该从管理、内控到业务流程等方面加强精细化管理。最后,本文提出了四大战略保障措施,包括制度机制保障、人力资源保障、文化建设保障、信息系统建设保障。
[Abstract]:With the release of the new insurance, the arrival of the new business model, such as the Internet, China's property insurance industry is facing unprecedented historical opportunities. At the same time, with the gradual opening of the insurance market, the increase of the main body, the market competition is becoming increasingly fierce. Because the irrational market competition can only bury hidden trouble for the development of the company, the development situation of the small and medium property insurance company is very severe. How to seize the market opportunity, find out the market position, and improve the ability to compete with the large insurance companies is an important issue facing the small and medium property insurance companies. Under the field investigation of the property insurance market for many years, I choose Xinan Automobile Insurance Co., Ltd, which was set up by FAW Group, as the representative of small and medium property insurance company, and try my best to study the new automobile insurance company. It can be used as a reference for medium and small property insurance companies to walk out of a reasonable market development strategy. First of all, this paper gives an overview of the current situation and development of Xinan Automobile Insurance Company, describes its development and achievements in various fields, and points out that despite the company's products and technology, A great deal of basic work has been accomplished in the aspects of channel and customer service, but as a member of small and medium-sized insurance companies, it still faces great competition pressure in the industry, and it is far from forming its own core competitiveness. Therefore, the company should study and formulate scientific development strategy as an urgent and important task. Secondly, this article carries on the internal and external environment analysis and the SWOT analysis to the Xin an automobile insurance company. In terms of external environment, PEST analysis is used to analyze the overall macroeconomic environment. In the aspect of competition environment of industry, the paper analyzes the environment of property insurance industry with Porter's five-force analysis model. Internal environment, analysis of the company's own resources and capabilities and other factors. Finally, combined with the understanding of the current situation of the company and the results of the analysis of the internal and external environment, the SWOT analysis of the company, summarized the opportunities, threats, strengths and weaknesses faced by the development of the company, analyzed the four strategic combinations. The paper puts forward that the company should adopt the so growth strategy in its current development strategy, fully grasp the development opportunities of the external environment and give full play to the advantages of the company itself. Thirdly, this paper expounds the aim, train of thought and implementation of the current development strategy of Xinan Automobile Insurance Company. Combined with the results of SWOT analysis and referring to Porter's three competitive strategies, this paper concludes that the company should adopt a growth-oriented development strategy, fully grasp the development opportunities of the external environment, give play to its own advantages, and at the same time, at the business level, Implement the strategy of differentiation competition, strive to produce obvious difference with competitors in product development, sales channel, customer service and so on, in order to obtain the strategy of relative competitive advantage. The specific development strategy includes five aspects: the company should fully grasp the development opportunities of the external environment, give play to the company's own advantages, actively promote collectivization and equity diversification, business level should promote innovation of non-auto insurance products, At the same time, we should build special auto insurance products to improve the level of differentiation; sales channels should be based on the traditional car business channels, vigorously research and development of new business models of Internet insurance; customer management should enhance the awareness of management and customer service awareness, Continuously improve customer fine management; brand management should rely on the brand of FAW Group to build and promote, build a professional auto insurance brand with company characteristics; cost management should be from the management, Internal control to business processes and other aspects to strengthen fine management. Finally, this paper puts forward four strategic safeguard measures, including system mechanism guarantee, human resource guarantee, cultural construction guarantee, information system construction guarantee.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F842.3;F272

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