HZ人寿保险公司产品创新战略研究

发布时间：2018-03-30 14:24

本文选题：产品创新　切入点：差异化竞争　出处：《山东大学》2014年硕士论文

【摘要】：自改革开放恢复保险业在中国的发展以来,我国寿险业取得了快速的发展。保险业已经成为我国金融市场和国民经济的重要组成部分。由于我国保险业开放较晚,发展较为滞后,我国寿险市场仍有巨大开发潜力。同时,竞争主体的进一步扩大也使市场竞争更为激烈。根据开业的时间和所占市场份额,寿险公司在竞争中逐渐形成三批阵营：以国寿、平安为代表的第一阵营,以新华、泰康为代表的第二阵营和以阳光、生命为代表的第三阵营。面对消费者日益增长的对于寿险产品多样化和个性化的需求,在营销模式的高度趋同、销售队伍的高度类似、管理模式大体一致的经营现状下,寿险公司无法予以有效满足。面对巨大的国内保险消费市场,想要在市场竞争中占据优势,各寿险公司需要考虑开创差异化经营局面。寿险产品是市场竞争的基础,也是寿险公司经营的基石。我国人寿保险产品伴随着行业的发展由早期的传统险单一险种逐渐发展为目前的人寿保险、健康保险、意外保险三大类,以人寿保险为主的经营局面,在一定程度上满足了市场的需求。然而各家寿险公司在产品的市场定位和营销模式上的近乎高度一致造成了寿险产品的同质化局面,且日渐落后于消费者的需求,寿险产品状况亟需改变。本文以产品创新战略为研究主题,具体分析了作为第三阵营之一的HZ人寿保险公司产品创新战略的路径和方法。首先,本文对产品创新战略的相关理论做了介绍,为后面的HZ人寿保险公司产品创新战略的理论研究和具体设计做了铺垫。接下来简要介绍了我国寿险业的发展历程及寿险产品的发展概况、HZ人寿保险公司产品的概况,随后就HZ人寿保险公司面临的外部竞争环境进行了分析,在外部环境分析的基础上对HZ人寿保险公司现有寿险产品的生命周期和竞争优势、劣势,面临的机会及威胁进行了分析,HZ人寿保险公司目前的产品在市场中并无明显竞争优势,随即简要说明了HZ人寿保险公司的寿险产品发展中存在的问题及产品创新对于HZ人寿保险公司打造差异化竞争的意义。紧接着运用产品整体概念理论、寿险产品的六个维度、蓝海战略对寿险产品的创新进行了深入的分析,提出了HZ人寿保险公司产品创新的战略选择。通过对现有寿险产品进行优化设计、创新寿险产品给付方式进入新业务领域和发挥互联渠道开发新产品三种方式对HZ人寿保险公司的产品创新战略做出了具体的方案。论文的最后也对产品创新战略实施的原则及保障措施进行了简要的说明。本文对于HZ人寿保险公司未来产品的开发具有一定的指导意义,对于行业内的其他寿险公司也具有一定程度上的参考意义。
[Abstract]:Since the reform and opening up to the outside world, the insurance industry has made rapid progress in China. The insurance industry has become an important part of the financial market and the national economy. The development of China's life insurance market is lagging behind, and there is still great potential for development in our country's life insurance market. At the same time, the further expansion of the main body of competition also makes the market more competitive. In the competition, life insurance companies gradually formed three groups of camps: the first camp, represented by Guoshou and Ping an, the second camp represented by Xinhua and Taikang, and the second camp represented by Sunshine, The third camp represented by life. In the face of the growing demand of consumers for diversification and individuation of life insurance products, under the operating situation where the marketing model is highly convergent, the sales force is highly similar, and the management mode is generally the same, Faced with the huge domestic insurance consumer market, the life insurance companies need to consider creating a differentiated business situation if they want to take advantage of the market competition. Life insurance products are not only the basis of market competition, but also the cornerstone of life insurance companies. With the development of the industry, our life insurance products have gradually developed from the early traditional insurance single insurance to the current life insurance, health insurance. The three major categories of accident insurance, with life insurance as the main business, To a certain extent, the market demand has been satisfied. However, the close agreement between the various life insurance companies in the market positioning and marketing mode has resulted in the homogenization of life insurance products, and has gradually fallen behind the needs of consumers. The condition of life insurance products is in urgent need of change. This paper takes the product innovation strategy as the research topic, and analyzes the path and method of product innovation strategy of HZ Life Insurance Company as one of the third camp. Firstly, this paper introduces the relevant theory of product innovation strategy. It paves the way for the theoretical research and concrete design of the product innovation strategy of HZ Life Insurance Company. Then it briefly introduces the development course of life insurance industry and the development of life insurance products in HZ Life Insurance Company. Then it analyzes the external competitive environment faced by HZ Life Insurance Company, and analyzes the life cycle, competitive advantages and disadvantages of the existing life insurance products of HZ Life Insurance Company on the basis of the analysis of external environment. The opportunities and threats faced by HZ Life Insurance Company are analyzed. The current products of HZ Life Insurance Company do not have a clear competitive advantage in the market. Then it briefly explains the problems existing in the development of life insurance products of HZ Life Insurance Company and the significance of product innovation for HZ Life Insurance Company to create differentiated competition. The blue sea strategy has carried on the thorough analysis to the life insurance product innovation, has proposed the HZ life insurance company product innovation strategic choice, through carries on the optimized design to the existing life insurance product, Three ways of innovating life insurance product payment into new business field and developing new product through interconnect channels have made concrete plan to product innovation strategy of HZ life insurance company. Finally, the paper also has made concrete plan to product innovation strategy of HZ life insurance company. The implementation of the principles and safeguards are briefly explained. This paper has certain guiding significance for the future product development of HZ Life Insurance Company. Other life insurance companies in the industry also have a certain degree of reference significance.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F842.3;F273.1

【参考文献】