基于二元视角的XX保险公司发展战略研究

发布时间：2018-01-18 02:21

本文关键词：基于二元视角的XX保险公司发展战略研究　出处：《南华大学》2015年硕士论文　论文类型：学位论文

【摘要】：XX保险公司成立近三十年,已经成为行业的领导者之一,具有品牌、人员等优势,然而在二元发展的机遇面前,如何解决行业壁垒,改变以往对于农村市场不重视而导致的农村市场份额不足,竞争力不足等问题已经成为企业二元发展的关键。在公司二元发展的策略影响下,本文就XX保险公司如何实施二元策略,以实现农村与城市市场共同发展为目标展开研究,以调查法、文献研究法和理论研究法作为主要研究方法,通过调查XX保险公司发展的宏观环境和行业环境,发现当前XX保险公司二元发展战略的主要阻碍是城市市场新进入企业多导致竞争日益激烈,农村市场份额大部分被其它公司瓜分导致开拓该市场存在困难。对此,本文结合公司的人力资源和品牌优势以及政府提出的城乡统筹发展战略带来的机遇进行研究,确定公司应该通过产品和营销的差异化来实现二元发展。具体策略为:首先针对农村市场需求,研发出符合需求的产品,采用集会推广等营销方式进行产品营销;其次建立企业APP平台,利用该平台实现城市和农村市场产品的销售,真正达到资源整合和优化配置的目的。在确定二元发展战略后,公司还应该从完善组织结构,加强人员培训管理等层面进行改进,保证策略的实施。研究针对XX保险公司实际经营情况以及保险行业的市场环境提出二元发展战略,它不仅可以指导XX保险公司发展战略的实施也为保险行业同类公司二元发展提供借鉴,有效补充了保险公司二元发展的理论研究,具有一定的理论价值和积极的实践指导意义。
[Abstract]:Xx insurance company was founded nearly 30 years, has become one of the industry leaders, with brand, personnel and other advantages, but in the face of dual development opportunities, how to solve industry barriers. Changing the lack of rural market share and competitiveness caused by the lack of attention to the rural market has become the key to the dual development of enterprises, under the influence of the strategy of dual development of companies. In this paper, XX insurance company how to implement the dual strategy to achieve the development of rural and urban markets as the goal of the study, with the investigation method, literature research and theoretical research as the main research methods. By investigating the macro environment and industry environment of XX insurance company's development, it is found that the main obstacle of XX insurance company's dual development strategy is that more and more enterprises enter the city market, which leads to the increasingly fierce competition. The fact that most of the rural market share has been divided up by other companies has made it difficult to develop the market. Combined with the company's human resources and brand advantages as well as the government's urban and rural development strategy brought opportunities to study. Determine that the company should achieve dual development through product and marketing differentiation. The specific strategy is: first of all, to meet the needs of the rural market, to develop products that meet the needs. The product marketing is carried out by means of assembly promotion and other marketing methods. Secondly, the enterprise APP platform is established, which is used to realize the sales of the products in the urban and rural markets, so as to achieve the purpose of resource integration and optimal allocation. After the dual development strategy has been determined. The company should also improve its organizational structure and personnel training management. According to XX insurance company's actual operation situation and the insurance industry market environment put forward the dual development strategy. It can not only guide the implementation of XX insurance company development strategy, but also provide reference for the development of similar companies in the insurance industry, effectively complement the theoretical research of insurance company dual development. It has certain theoretical value and positive practical significance.
【学位授予单位】：南华大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F842.3;F272

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