吉祥人寿保险公司发展战略研究

发布时间：2018-01-26 10:31

本文关键词： 吉祥人寿保险公司企业战略 PEST SWOT　出处：《中南大学》2014年硕士论文　论文类型：学位论文

【摘要】：近年来,中国的寿险业取得了长足发展,寿险市场主体快速增多、保费规模大幅增长,整个行业开始进入全面开放、加快发展的新阶段,未来市场前景广阔。在此背景下,吉祥人寿保险股份有限公司于2012年成功开业。作为湖南省本土的首家地方保险法人机构,它的成立对于促进湖南的经济社会发展具有重要意义。作为一家新公司,吉祥人寿需要有一个明晰的发展战略,指导企业在激烈的市场竞争中求得生存,并为未来的发展奠定坚实基础。论文采用PEST、五力模型的等分析方法,从宏观、行业层面,全面分析了吉祥人寿所处的外部环境；采用SWOT分析模型,对吉祥人寿的内部条件进行了深入分析,在归纳和比较吉祥人寿的竞争优势和劣势、机会和威胁的基础之上,推出了吉祥人寿的发展战略应选择成长型发展战略,即要充分利用其政府资源和股东优势,在公司发展初期立足湖南、深耕湖南市场,然后再向全国经济发达地区进行扩张,通过加大产品创新、提供优质服务打开其他市场,迅速提升公司的业务规模和品牌影响力,打造核心能力,最终形成差异化的竞争优势。最后,论文提出了战略实施的具体措施和建议。
[Abstract]:In recent years, the life insurance industry in China has made great progress, the main body of life insurance market has increased rapidly, the insurance premium scale has increased significantly, the whole industry has begun to enter a new stage of comprehensive opening and accelerating development. In this context, Jixiang Life Insurance Co., Ltd. successfully opened on 2012. It is the first local insurance corporation in Hunan Province. Its establishment is of great significance for promoting the economic and social development of Hunan. As a new company, auspicious Life needs to have a clear development strategy, guide enterprises to survive in the fierce market competition, and lay a solid foundation for the future development. The paper adopts PEST. The equal analysis method of the five forces model, from the macro level, the industry level, has comprehensively analyzed the auspicious life insurance in the external environment; Using SWOT analysis model, the internal conditions of auspicious life are deeply analyzed, on the basis of summarizing and comparing the competitive advantages and disadvantages, opportunities and threats of auspicious life. Put forward the development strategy of auspicious life insurance should choose the growth development strategy, that is, to make full use of its government resources and shareholders advantage, in the early stage of the development of the company based on Hunan, deep cultivation of Hunan market. Then to expand into the economically developed regions of the country, through increasing product innovation, providing quality services to open other markets, rapidly enhance the business scale and brand influence, build core competencies. Finally, the paper puts forward the specific measures and suggestions for the implementation of the strategy.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F842.3;F272

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