太平洋财产保险广西分公司车险业务发展策略研究

发布时间：2018-05-26 17:26

本文选题：太保产险 + 广西分公司　；参考：《广西大学》2014年硕士论文

【摘要】：近年来,在国民经济持续发展以及汽车保有量不断增加的驱动下,我国乃至广西车险市场进一步扩大。同时,随着紫金保险、中银保险、北部湾保险等竞争主体的加入,广西车险市场的竞争愈演愈烈。在车险市场全面开放的竞争格局下,人保财险、太保产险、平安产险“三大巨头”的绝对优势地位得到下滑,尤其是太平洋财产保险广西分公司的市场地位受到了一定的威胁和挑战。在此背景下,如何深入分析太保产险广西分公司车险业务的优势和劣势以及外部环境带来的机遇和挑战,制定和实施切实可行的车险发展策略,从而促进其整个业务体系的可持续发展,是太保产险广西分公司在激烈的车险市场竞争中保持优势地位的重要课题。本文通过综合运用PEST分析、波特五力分析、SWOT战略分析等研究方法,分析了太平洋财产保险广西分公司车险业务的现状以及外部环境,总结了自身具有的优势和劣势以及外部环境带来的机会和威胁,在此基础上运用SWOT战略分析提出了差异化的竞争战略。最后,根据4Ps市场营销理论并基于差异化战略提出太平洋财产保险广西分公司在车险产品、价格、渠道、促销及服务方面的发展策略以及组织、人才、资金、激励制度、管理等方面的保障措施,试图为促进太平洋财产保险广西分公司车险业务的又好又快发展提供借鉴和参考。
[Abstract]:In recent years, driven by the sustained development of the national economy and the increasing number of vehicles, the auto insurance market in China and even Guangxi has been further expanded. At the same time, with the entry of Zijin Insurance, Bank of China Insurance and Beibu Gulf Insurance, the competition of Guangxi auto insurance market becomes more and more intense. With the overall opening of the auto insurance market, the absolute dominant position of the "three giants" of PICC, Taibao, and Ping an has declined. In particular, the market position of Pacific property Insurance Guangxi Branch has been threatened and challenged. In this context, how to deeply analyze the advantages and disadvantages of the auto insurance business of Taibao property Insurance Guangxi Branch, as well as the opportunities and challenges brought by the external environment, and formulate and implement feasible development strategy of auto insurance. In order to promote the sustainable development of its whole business system, it is an important task for Taibao Guangxi Branch to maintain its dominant position in the fierce market competition of auto insurance. This paper analyzes the current situation and external environment of the auto insurance business of Pacific property Insurance Guangxi Branch through the comprehensive use of PEST analysis and Porter's five-force analysis and strategic analysis of SWOT. This paper summarizes the advantages and disadvantages of oneself and the opportunities and threats brought by external environment, and puts forward a differentiated competitive strategy based on SWOT strategy analysis. Finally, according to the 4Ps marketing theory and based on the differentiation strategy, the paper puts forward the development strategy and organization, talent, fund, incentive system of Pacific property Insurance Guangxi Branch in auto insurance products, prices, channels, promotions and services. This paper tries to provide reference and reference for promoting the good and fast development of auto insurance business of Pacific property Insurance Guangxi Branch.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F271;F842.634

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