工银安盛人寿保险公司竞争战略研究

发布时间：2018-04-14 05:42

本文选题：寿险 + 竞争战略　；参考：《扬州大学》2013年硕士论文

【摘要】：中国加入世贸组织后,保险市场对外逐步开放,人寿保险作为重要的组成部分,在迅速发展和成长。目前,保险企业面临国际和国内双重竞争压力,打造核心竞争力是公司参与竞争、实现战略目标的必然选择。本文对工银安盛人寿保险公司竞争战略进行研究分析,以此引导其充分利用自身优势,抓住当前市场的机遇,提高公司的核心竞争力。在阅读大量文献和实地调查的基础上,本文研究了中国寿险行业的现状,根据目标市场选择理论确定了工银安盛人寿保险公司应参与竞争的目标市场。在此基础上,运用波特五力模型和SWOT分析总结出工银安盛人寿保险公司相对于竞争对手的优势与劣势,以及目标市场环境中的机会与威胁,最终确定工银安盛人寿保险公司应采取的差异化竞争战略为锁定中高端客户群体,建设理财顾问销售渠道,运用好产品组合策略,迅速稳健占有市场,结合其他方面优势形成强大的市场竞争力,从而保证工银安盛人寿保险公司经营目标的实现。本论文对工银安盛人寿保险公司竞争战略的研究对于寿险公司如何以合理的市场竞争战略参与市场竞争会起到一定的借鉴作用。
[Abstract]:After China's entry into the WTO, the insurance market has been gradually opened to the outside world, and life insurance, as an important part, is developing and growing rapidly.At present, insurance enterprises are faced with both international and domestic competition pressure, and building core competitiveness is the inevitable choice for companies to participate in competition and achieve their strategic objectives.This paper studies and analyzes the competitive strategy of ICBC AXA Life Insurance Company, so as to guide it to make full use of its own advantages, seize the opportunity of the current market, and improve the core competitiveness of the company.On the basis of reading a large number of documents and field investigations, this paper studies the current situation of life insurance industry in China, and determines the target market in which AXA Life Insurance Company of ICBC should participate in the competition according to the theory of target market selection.On this basis, the paper summarizes the advantages and disadvantages of AXA Life Insurance Company relative to its competitors, and the opportunities and threats in the target market environment by using Porter's five-force model and SWOT analysis.Finally, the differentiated competitive strategy that should be adopted by ICBC AXA Life Insurance Company is to lock down the middle and high-end customer groups, to build the sales channels of financial advisers, to make good use of the product combination strategy, and to quickly and steadily occupy the market.Combined with other advantages to form a strong market competitiveness, so as to ensure the realization of the business objectives of AXA Life Insurance Company.In this paper, the research on the competitive strategy of AXA Life Insurance Company will play a certain reference role in how to participate in the market competition with reasonable market competition strategy.
【学位授予单位】：扬州大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272;F842.3

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