工银安盛保险陕西分公司银行保险业务经营战略研究

发布时间：2018-05-24 14:07

本文选题：工银安盛人寿 + 银行系保险公司　；参考：《兰州交通大学》2015年硕士论文

【摘要】：本文为探寻适合工银安盛人寿保险有限公司陕西分公司银行保险业务发展的具有可操作性的经营策略,研究了国内银保股权并购合作的新形势,借鉴了海内外保险公司先进的银行保险经营战略。同时指引其核心优势,抓住当前市场机遇,利用我国银保股权合作保险公司对工银安盛陕西分公司银保营销竞争问题的分析,提升公司的核心竞争力。本文在调查和分析了大量的文献基础上,结合市场工作实践,研究了中国及陕西省寿险行业的近况,确定了工银安盛人寿陕西分公司进入到目标竞争市场的营销战略理论选择。波特五力模型和SWOT战略理论的应用,分析了工银安盛陕西分公司自身及竞争对手的优势和劣势,同时探究了目标市场中陕西分公司的机会与威胁,并最终以差异化竞争战略为分公司建立主要营销策略,联合其强大的股东市场竞争力,迅猛占据陕西银保市场,使之实现工银安盛陕西分公司的经营目标。因此,该研究对作为银行系寿险公司的工银安盛陕西分公司在区域竞争市场上合理和有效的采用经营战略,并到达市场优势地位。
[Abstract]:In order to explore the operational management strategy for the development of bancassurance business in Shanxi Branch, this paper studies the new situation of merger and acquisition cooperation of domestic bank insurance. It draws lessons from the advanced bancassurance management strategy of domestic and overseas insurance companies. At the same time, we should guide its core advantages, seize the current market opportunities, and use the analysis of China's Bancassurance Equity Cooperative Insurance Company to analyze the competitive problems of Bancassurance marketing in AXA Shaanxi Branch, so as to enhance the core competitiveness of the company. Based on the investigation and analysis of a large number of documents and combined with market practice, this paper studies the recent situation of life insurance industry in China and Shaanxi Province, and determines the selection of marketing strategy for AXA Life Insurance Shaanxi Branch to enter the target competitive market. With the application of Porter's five Force Model and SWOT's strategic theory, this paper analyzes the strengths and weaknesses of AXA Shaanxi Branch and its competitors, and probes into the opportunities and threats of Shaanxi Branch in the target market. Finally, the main marketing strategy of the branch company is established with the differentiated competition strategy, combined with its strong market competitiveness of shareholders, so as to rapidly occupy the market of Shaanxi Bank and Insurance Co., Ltd., so that it can realize the management goal of the branch of ICBC AXA Shaanxi Branch. Therefore, this research adopts the management strategy reasonably and effectively in the regional competitive market for the bank AXA Shaanxi branch, which is a bank life insurance company, and reaches the market advantage position.
【学位授予单位】：兰州交通大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.2;F842.4

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