保险企业竞争力提升的品牌经济分析

发布时间：2018-06-20 16:39

本文选题：保险品牌 + 风险管理　；参考：《山东大学》2008年硕士论文

【摘要】： 2006年6月颁布的《国务院关于保险业改革发展的若干意见》明确指出保险具有经济补偿、资金融通和社会管理功能,是市场经济条件下风险管理的基本手段,是金融体系和社会保障体系的重要组成部分,在社会主义和谐社会建设中具有重要作用。由此可将保险行业在经济和社会发展进程中具有重要的作用。改革开放特别是党的十六大以来,我国保险业改革发展取得了举世瞩目的成就,但是我们也应该看到我国保险业整体竞争力不强,我国的保险深度和保险密度不仅落后于发达国家,而且落后于许多发展中国家,而导致保险业竞争力不强的主要原因就是保险企业的竞争力不强。随着我国保险行业对外开放,大量资金实力雄厚、管理先进的外资企业将不断进入,我国保险企业将面临更加严峻的挑战,因此提升我国保险企业的竞争力、做大作强中国保险业将成为一个亟待解决的问题。本文主要围绕“保险企业竞争力”这一主题,提出品牌是保险企业竞争力的体现,品牌建设是提升保险企业竞争力的关键。首先本文对保险企业的现状进行了分析,为下文的深入研究做出了铺垫,由此再根据保险产品的特殊性对保险产品的内涵进行了扩展,指出保险产品的功能不仅包括传统观念所认为的经济补偿,而且还包括对风险对象所提供的风险管理,从而改变了以往只注重规模不注重效益的局面,将风险管理提到与经济补偿同等重要的地位。然后,本文对消费者需求进行经济学分析,证明了风险管理对消费者的重要性,并且找到了保险企业提升竞争力的关键,即风险管理服务。接着,本文运用品牌经济理论分析保险企业应该如何提升竞争力,指出保险品牌建设的重点就是提高产品品类度,同时指出保险产品品类应该注重情感利益的塑造,也就是通过提供风险管理服务提高消费者的情感利益。这是因为符合上述品类的品牌主要具有以下几种作用:(1)可以降低消费者的选择成本,使消费者在众多的选择中不假思索地选择此品类的产品,扩大产品的销量;(2)可以降低赔付率,提高企业的利润;(3)能够提高消费者的效用,从而维持老客户,吸引新客户(4)可以避免价格战,给保险企业带来品牌溢价。最后,本文根据以上分析提出如何通过品牌建设提升保险企业的竞争力。
[Abstract]:The State Council's opinions on the Reform and Development of the Insurance Industry, promulgated in June 2006, clearly point out that insurance has the functions of economic compensation, capital financing and social management, and is the basic means of risk management under the market economy. It is an important part of financial system and social security system, and plays an important role in the construction of socialist harmonious society. Thus the insurance industry can play an important role in the process of economic and social development. Since the reform and opening up, especially since the 16th National Congress of the Party, China's insurance industry reform and development has made remarkable achievements, but we should also see that the overall competitiveness of our insurance industry is not strong. China's insurance depth and insurance density lag behind not only developed countries but also many developing countries. The main reason for the weak competitiveness of insurance industry is the weak competitiveness of insurance enterprises. With China's insurance industry opening to the outside world, a large number of capital strength, the management of advanced foreign-funded enterprises will continue to enter, China's insurance enterprises will face more severe challenges, so improve the competitiveness of our insurance enterprises, Making great efforts to strengthen China's insurance industry will become an urgent problem to be solved. This paper focuses on the theme of "the competitiveness of insurance enterprises", and puts forward that brand is the embodiment of the competitiveness of insurance enterprises, and brand building is the key to enhance the competitiveness of insurance enterprises. First of all, this paper analyzes the current situation of insurance enterprises, and makes the groundwork for the following in-depth research, and then expands the connotation of insurance products according to the particularity of insurance products. It is pointed out that the function of insurance products includes not only the economic compensation that is considered by the traditional concept, but also the risk management provided by the risk objects, which has changed the situation of paying attention to the scale and not the benefit in the past. Put risk management as important as economic compensation. Then, this paper makes an economic analysis of consumer demand, proves the importance of risk management to consumers, and finds out the key to enhance the competitiveness of insurance enterprises, namely risk management services. Then, using the brand economic theory, this paper analyzes how insurance enterprises should enhance their competitiveness, and points out that the focus of insurance brand construction is to improve the category of products, and that the category of insurance products should pay attention to the shaping of emotional interests. That is, by providing risk management services to improve the emotional interests of consumers. This is because the brands that conform to the above categories have the following main functions: 1) it can reduce the choice cost of consumers and enable consumers to choose the products of this category without thinking about many choices. Expanding the sales volume of products can reduce the loss rate and increase the profit of enterprises. It can improve the utility of consumers, maintain old customers and attract new customers. It can avoid price war and bring brand premium to insurance enterprises. Finally, according to the above analysis, this paper puts forward how to improve the competitiveness of insurance enterprises through brand building.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F842.3

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