鑫安汽车保险公司核心竞争力研究

发布时间：2018-02-07 09:45

本文关键词： 核心竞争力五力分析 SWOT　出处：《吉林大学》2014年硕士论文　论文类型：学位论文

【摘要】：鑫安汽车保险股份有限公司（下文简称“鑫安保险”）成立于2012年6月，是国内第三家专业汽车保险公司，也是国内由汽车集团发起的第二家专业汽车保险公司。面对公司发展的实际需要与日益激烈的竞争环境，如何培养公司核心竞争力成为鑫安保险急待解决的重要问题。 1990年，著名管理学家普拉哈拉德（Prahalad）和哈梅尔（Hamel）提出了核心竞争力理论，使得核心竞争力研究成为企业界和学术界所关注的热点，并成为20世纪90年代之后企业管理实践最为重要的理念之一。核心竞争力理论是一种极具生命力的企业战略理念，从某种意义上说，该理论揭开了现代企业成功的真实密码。培育核心竞争力，对于企业的持续发展具有重大的战略意义。本文首先就鑫安保险成立两年来的发展情况进行了概述，就其在相关领域取得的进展和成绩进行了阐述，同时提出尽管公司在产品、市场、服务等方面做了大量的工作，但作为中小保险公司群体的一员，在行业中仍面临很大的竞争压力，也远未形成自己的核心竞争力，应该从现在开始就着手考虑并积极培育、催生自身的核心竞争力，通过一系列策略、方案的有效实施，尽快形成竞争优势，以更好地应对外部变化和竞争环境，实现可持续发展。本文基于五力分析模型对财产保险行业环境进行了分析，并对鑫安保险的内部环境进行分析。基于对波特“价值链”分析模型的借鉴，梳理了财产保险公司的主要价值活动，在此基础上，将产品创新能力、市场营销能力、客户服务能力、成本控制能力界定为鑫安保险核心竞争力的构建要素，并就各要素对于财产保险公司打造核心竞争力的重要意义逐一阐释。本文在第四部分对所提出的四项核心竞争力构建要素的提升策略分别阐述。在产品创新能力提升方面提出如下策略：沿汽车产业链开发保险产品，，延伸保险服务领域；打造品牌专属产品，满足特色需求，提升产品差异化水平；积极利用“车联网”技术，通过技术创新打造专业化产品。在市场营销能力提升方面提出如下策略：充分利用一汽集团销售网络，构建4S店销售渠道；充分利用一汽集团数字营销平台，构建电网销新兴渠道；充分利用一汽金融平台资源，实现交叉销售。在客户服务能力提升方面提出如下策略：以呼叫中心建设为载体，构建客户服务平台；加强客服队伍建设，提高客户服务品质；加强客户信息管理，提高客户续保率。在成本控制能力提升方面提出如下策略：稳步推进机构铺设，走低成本、渗透式扩张之路；建立完善的成本控制体系，推行全面预算管理；深入推进精细化管理工作，有效降低成本水平。最后，对策略实施过程中的具体方案、配套机制、工作方法、保障措施等予以展开，并尽可能地依据公司在经营发展过程中面对的实际问题提出具有针对性的解决方案。
[Abstract]:Xinan Automobile Insurance Co., Ltd (hereinafter referred to as "Xin'an Insurance") was established in June 2012. It is the third professional auto insurance company in China. It is also the second professional automobile insurance company initiated by automobile group in China. Facing the actual needs of the development of the company and the increasingly fierce competition environment, how to cultivate the core competitiveness of the company has become an urgent problem to be solved by Xinan Insurance. In 1990, the famous management experts Prahalad and Hamel put forward the core competence theory, which made the core competence research become the focus of the business and academic circles. It has become one of the most important concepts in enterprise management practice since 1990s. The core competence theory is a kind of enterprise strategic idea with great vitality, in a sense, This theory uncovers the true code of modern enterprise success and has great strategic significance for the sustainable development of enterprises. This paper first summarizes the development of Xinan Insurance in the past two years, expounds its progress and achievements in related fields, and points out that although the company has done a lot of work in the fields of products, markets, services, etc. However, as a member of the small and medium-sized insurance companies, they still face great competition pressure in the industry, and far from forming their own core competitiveness, we should start to consider and actively cultivate from now on, and give birth to their own core competitiveness. Through a series of strategies and the effective implementation of the scheme, the competitive advantage can be formed as soon as possible, in order to better cope with the external changes and competitive environment, and to realize the sustainable development. This paper analyzes the environment of property insurance industry based on the five-force analysis model, and analyzes the internal environment of Xinan insurance. Based on the reference of Porter's "value chain" analysis model, this paper combs the main value activities of property insurance companies. On this basis, the product innovation ability, marketing ability, customer service ability, cost control ability are defined as the construction elements of Xinan insurance core competitiveness. And explain the importance of each element to property insurance company to build core competence one by one. In the 4th part of this paper, the promotion strategies of the four core competitiveness elements proposed are described separately. The following strategies are put forward in improving the innovation ability of the products: developing insurance products along the automobile industry chain and extending the insurance service field; Create brand-specific products, meet special needs, improve the level of product differentiation, make active use of "car networking" technology, Through technical innovation to create specialized products. In the aspect of improving marketing ability, the following strategies are put forward: making full use of FAW Group's sales network, constructing 4S store sales channel, making full use of FAW Group's digital marketing platform, making full use of FAW Group's digital marketing platform, Build a new channel for power grid marketing; make full use of FAW financial platform resources to achieve cross-selling. In terms of customer service capability improvement, put forward the following strategies: building customer service platform with call center construction as carrier; strengthening customer service team construction, Improve customer service quality; strengthen customer information management, improve customer renewal rate. In terms of cost control ability, put forward the following strategies: steadily promote institutional laying, low cost, penetration expansion; Establish a perfect cost control system, carry out comprehensive budget management, advance the fine management work, effectively reduce the cost level. Finally, the specific plan, supporting mechanism, working methods in the process of implementing the strategy, The safeguard measures should be carried out, and the solutions should be put forward according to the practical problems faced by the company in the process of management and development as far as possible.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F842.3

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