P公司贵阳市场商业车险价格竞争策略研究

发布时间：2017-12-31 04:12

本文关键词：P公司贵阳市场商业车险价格竞争策略研究　出处：《贵州大学》2015年硕士论文　论文类型：学位论文

【摘要】：车险是财产保险公司的龙头险种,自2003年中国车险费率市场化试水以来,车险价格竞争一直伴随着市场化的进程。车险价格关系到众多的车主利益,一直是社会公众关注焦点和监管部门的监管重点。论文选取了车险竞争策略作为研究内容,运用产业组织理论的S-C-P范式和五力模型分析贵阳市场的车险价格竞争状况,并以动态竞争战略理论为基础,结合车险费率厘定原理、寡占模式下价格竞争模型,研究分析了寡占市场模式下,P公司如何运用市场共通性和资源相似性和AMC框架识别出其重要竞争对手及其策略,并通过P公司与主要竞争对手A公司的价格竞争互动研究,论证了价格竞争行为是有效市场竞争手段,而且合理的价格竞争能够提升市场份额和获取超过市场平均水平的利润率,在此中,精准定价和差异化价格组合是参与价格竞争的核心能力。论文第一章阐述了研究的目的和背景,整理了目前国内外的研究成果,廓清了车险价格领域的研究现状;第二章介绍了动态竞争基础理论、车辆费率厘定、寡占模式下价格竞争模型,为论证提供必要的理论支持;第三章是以结构-行为-绩效范式和五力模型为工具,全面分析了贵阳车险市场竞争状况和经营环境,此章节还对车险价格竞争历程进行了梳理和回顾;第四章选取两家典型性经营机构--P公司和A公司,对他们的价格竞争策略和竞争互动进行了比较研究,并对比较结果进行评价;第五章则针对第四章的比较结果,就P公司的竞争策略提出经营改进建议,明确了改进的路径和方法,第六章归纳出论文的基本结论和论文存在的创新点及不足。
[Abstract]:Auto insurance is the leading insurance of property insurance companies. Since 2003, the price competition of auto insurance has been accompanied by the process of marketization. Car insurance price is related to the interests of many car owners. It has always been the focus of public attention and regulatory supervision. The thesis selects the automobile insurance competition strategy as the research content. This paper applies S-C-P paradigm and five forces model of industrial organization theory to analyze the status of auto insurance price competition in Guiyang market, and based on the dynamic competitive strategy theory, combined with the principle of car insurance rate determination. Based on the price competition model in oligopoly mode, this paper analyzes how to identify the important competitors and their strategies by using market commonality, resource similarity and AMC framework in oligopoly market. And through the price competition interaction research between P company and the main competitor A company, it is proved that price competition behavior is an effective market competition means. And reasonable price competition can increase market share and gain more profit margin than the market average, in this case. Precision pricing and differential price combination are the core competence to participate in price competition. The first chapter describes the purpose and background of the research, and collates the current research results at home and abroad. The current situation of the research in the field of auto insurance price is clarified. The second chapter introduces the basic theory of dynamic competition, vehicle rate determination, price competition model under oligopoly mode, which provides the necessary theoretical support for the demonstration. The third chapter is based on structure-behavior-performance paradigm and five-force model as a tool, the overall analysis of Guiyang auto insurance market competition and business environment, this chapter also combed and reviewed the process of auto insurance price competition; Chapter 4th selects two typical operating organizations P and A companies to compare their price competition strategies and competition interaction, and evaluate the results of the comparison; According to the comparative results of Chapter 4th, Chapter 5th puts forward some suggestions for the improvement of P Company's competitive strategy, and clarifies the path and method of improvement. Chapter 6th summarizes the basic conclusions of the paper and the innovative points and shortcomings of the paper.
【学位授予单位】：贵州大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F842.634

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