LA人寿保险股份有限公司竞争战略研究

发布时间：2017-12-30 21:46

本文关键词：LA人寿保险股份有限公司竞争战略研究　出处：《山东大学》2017年硕士论文　论文类型：学位论文

【摘要】：近年来,保险业进入第四次主体大扩容阶段,各路资本疯狂涌入保险业,另一方面,市场竞争激烈,中小保险公司经营业绩不佳。LA人寿是江苏省首家地方法人寿险公司,成立于2011年,目前已设立江苏、安徽、河南、北京、四川、山东、河北、上海、湖南九家省级分公司,在快速发展的同时,也面临诸多的困难,如市场竞争日益激烈、专业人才储备不足、新设机构发展不平衡、新兴渠道发展较慢等问题。本文通过研究LA人寿竞争战略的选择、实施和保障措施,对我国中小寿险公司的竞争战略研究提供参考。本文依据竞争战略理论,采用规范研究法、案例研究法、问卷调查法等研究方法以及PEST分析、波特五力竞争模型、EFE矩阵模型、IFE矩阵模型和价值链分析等分析工具,对LA人寿内外部环境以及优势劣势资源分析进行了系统分析,通过分析发现,LA人寿的外部环境机会是:寿险业仍处于黄金发展期,发展速度显著高于GDP增速,行业前景受到产业资本青睐;国家出台了若干鼓励保险业发展的积极政策;社会结构中人口老龄化和新型城镇化将继续,刺激保险需求增长;互联网寿险公司等新主体出现,推动互联网保险等新业务发展;各地方政府重视地方金融体系建设,鼓励当地寿险法人机构发展;广大人民群众保险意识日益提高。威胁是:市场竞争主体较多,且新进入者越来越多,行业竞争激烈;产品同质化严重,产品创新能力较弱;服务举措同质化,缺乏针对客户需求的高附加值服务;行业发展方式粗放,竞争导致费率降低、销售成本上升,承保利润越来越薄;大公司凭借规模经济效应,对中小寿险公司的竞争压力越来越大;轻资产化成新公司发展趋势,重资产的原有渠道面临挑战。内部优势是:国有控股,市场化运作;股东实力较强,具有持续出资能力;偿付能力充足,承保和抗风险能力较强;公司经营稳健,风险控制到位;在江苏省内有独特的发展优势;机构布局速度较快;集中化运营管理模式,成本控制较好;各业务渠道均衡发展,员工创业热情较高。劣势:总部位于南京,相对北上广深这样保险总部云集的地区来说,人才招聘存在局限性;总部多数工作人员缺乏总部工作经验,对分支机构的指导和管控能力不足;薪酬水平缺乏竞争力,难以吸引高水平人才;精算师人员较少,产品创新能力不足,产品缺乏领先市场的竞争力;江苏省外机构缺乏核心竞争力,尚未建立成熟可复制的成功模式;销售模式和手段传统,未有领先行业的销售创新;销售渠道间互动不足,未有效进行资源整合;机构开设调研不足,部分机构开设不成功。采用SWOT分析,本研究认为LA人寿应采用集中化战略,并进一步从产品开发、营销、承保、再保、理赔、投资、客户服务、续期、文化建设、组织架构、人力资源、财务管理、风险管理和信息系统等方面提出了 LA人寿集中化战略的具体实施以及为了确保战略实施的具体保障措施如聚焦高价值保障型产品开发;加强个险、银行保险、团险、网销四个销售渠道的发展及资源融合;调整组织架构,增设综合开拓部、续期管理部、分公司合规管理部等。本文的创新为:市场竞争主体日益增多,地方寿险法人公司已不适合走传统寿险企业全面布局的发展道路,而应因地制宜,在多维度上进行聚焦,集中化战略将成为地方法人为代表的中小寿险公司快速发展的有效路径。本文尚存的问题为:研究未涉及公司治理问题;提出的战略实施措施和保障措施,没有针对推进顺序、完成时间制定具体的行事历,未进行费用测算以明确投产比,是否能取得预期效果需要实践检验。
[Abstract]:In recent years, the insurance industry into the fourth main stage of expansion, each capital crazy influx of the insurance industry, on the other hand, the fierce market competition, small and medium-sized insurance companies operating the poor performance of.LA life in Jiangsu province was the first local legal life insurance company, founded in 2011, has been set up in Jiangsu, Anhui, Henan, Beijing, Sichuan, Shandong Hebei, Shanghai, Hunan, nine provincial branches, in the rapid development at the same time, it also faces many difficulties, such as the increasingly fierce market competition, lack of professional talents, the new mechanism of unbalanced development, emerging channel development is slower. Through the study of LA life competition strategy choice, implementation and guarantee measures and provide a reference to the research on the competitive strategy of small and medium-sized life insurance companies in China. Based on the theory of competitive strategy, using normative research method, case study method, questionnaire method and PEST analysis, Potter five Competitive forces model, EFE matrix, IFE matrix analysis tool model and value chain analysis, the LA life of internal and external environment as well as the advantages and disadvantages of resources were analyzed, the analysis found that the external environment chances LA life is: the life insurance industry is still in the golden period of development, the pace of development is significantly higher than the GDP growth rate, industry prospects such as industrial capital favored policy of some countries; encourage the development of the insurance industry; the aging of the population in the social structure and the new urbanization will continue to stimulate demand growth, insurance; Internet life insurance company and other new subjects, to promote the Internet insurance and other new business development; the local government attaches great importance to the construction of the local financial system, to encourage the development of legal institutions local life insurance; the masses insurance awareness is increasing. The threat is more: the main body of market competition, and new entrants to the increasingly fierce competition in the industry production; Product homogeneity, product innovation capability is weak; services homogenization, lack of high value-added services according to customer demand; industry extensive mode of development, competition leads to reduced rates, the increase in cost of sales, underwriting profits increasingly thin; large companies with economies of scale, competition becomes more and more big to small and medium-sized life insurance companies; development the trend of asset light into the new company, the original channel heavy assets is facing challenges. The internal advantage is: the operation of the market; state-owned shareholders strength is strong, has the ability to continue funding; solvency, risk resisting ability and strong bearing; the company sound operation, risk control in place; there are unique advantages for development in Jiangsu province; mechanism the layout is faster; the centralized operation and management mode, cost control is better; the business channel balanced development, staff enthusiasm for entrepreneurship is higher. Disadvantages: headquartered in Nanjing, the north of Guangzhou Shenzhen This insurance headquarters area, recruitment limitation; the headquarters of most of the staff headquarters lack work experience, ability to guide and control of the branches of the salary level is insufficient; the lack of competitiveness, it is difficult to attract high level talents; actuarial personnel less, product innovation ability is insufficient, lack of leading product market competitiveness; Jiangsu province institution the lack of core competitiveness, has not yet established a successful model of mature copy; the traditional sales mode and means, not the leading sales innovation industry; sales channels between the interaction, no effect of resource integration; research institutions, part of institutions is not successful. By SWOT analysis, this study suggests that LA life should adopt centralized strategy. And further from the product development, marketing, underwriting, reinsurance, settlement, investment, customer service, renewal, cultural construction, organizational structure, human resources, finance Service management, risk management and information systems and other aspects of the specific implementation of LA life centralized strategy and strategy in order to ensure the implementation of the specific safeguard measures such as the focus of high value security product development; strengthen the insurance, banking and insurance, group insurance, network marketing development and resources four sales channel integration; adjust the organizational structure, adding the integrated development department, renewal of management department, branch compliance management department. The innovation of this paper is: the main body of market competition is increasing, the local life insurance Incorporated Company is not suitable for the path of development of the overall layout of the traditional life insurance companies, and should focus on the multidimensional, centralized strategy will become the effective path of rapid development the local legal person as the representative of the small life insurance company. In this paper some problems: research does not involve the issue of corporate governance; put forward the strategic measures and safeguard measures, aimed at promoting the no In order to finish the time, the specific calendar is drawn up, and the cost is not calculated to make clear the ratio of production. It needs to be tested in practice if it can achieve the expected effect.

【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F842.3;F271

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