中国人寿河南分公司农村业务发展战略研究

发布时间：2018-06-23 02:01

本文选题：河南国寿 + 农村业务　；参考：《中南林业科技大学》2013年硕士论文

【摘要】：农业是国民经济的基础,农民是中国的国民主体,没有农民的安定,就没有中国社会的安定。当前,中国农村人口正在经历比城市更加快速的老龄化进程,农民养老困难逐渐增多,同时不断走高的重大疾病发生率使农民抵抗风险的能力进一步减弱,为农民建立完善的风险保障体系是建立社会主义新农村的迫切需要。经过努力,我国的社会保险制度正在逐步完善与推广,实现对城乡居民的全面覆盖指日可待。然而,社会保险终究只能为农民提供最基本的风险保障,其保障金额与种类远远不能满足农民的实际需求,这为商业保险公司参与社会保障体系的建设提供了契机。中国人寿保险股份有限公司做为我国最大的商业保险集团,一直以来积极响应政府的号召,努力开拓农村保险业务,尤其是其河南分公司(以下简称河南国寿)积极承办了河南地区的新农合业务,创造了享誉全国的“新乡模式”,并通过经办政策性的农村保险业务积累了大量农村业务的经验与网点,已经在河南保险市场占据了领导者的地位。然而随着整个保险业的发展,行业竞争日趋激烈,如何才能在竞争中扬长避短、继续保持行业第一的位置?这对中国人寿河南分公司而言是一个极具现实意义的课题。本文从战略管理理论为主要基础,分别运用SWOT分析工具对河南国寿的外部发展环境与内部发展环境进行了深入的剖析,构建了SWOT分析矩阵。在此基础之上,提出了河南国寿未来三年的农村业务发展战略目标,并从产品、渠道和服务三个方面对其发展战略进行定位,最后提出了开发有效需求、加强产品创新、完善销售渠道和提升服务水平四种措施以确保农村业务战略目标顺利实现。
[Abstract]:Agriculture is the foundation of the national economy, and the peasants are the main body of the Chinese people. Without the stability of the peasants, there will be no stability of the Chinese society. At present, the rural population in China is undergoing a faster aging process than in the cities, the difficulties of the peasants in providing for the aged are increasing gradually, and the increasing incidence of major diseases further weakens the ability of farmers to resist risks. Establishing a perfect risk guarantee system for farmers is an urgent need for the establishment of a new socialist countryside. Through hard work, the social insurance system of our country is being perfected and popularized step by step, and the comprehensive coverage of urban and rural residents can be realized in the near future. However, social insurance can only provide farmers with the most basic risk protection, and the amount and type of social insurance can not meet the actual needs of farmers, which provides an opportunity for commercial insurance companies to participate in the construction of social security system. As the largest commercial insurance group in China, China Life Insurance Co., Ltd. has been actively responding to the government's call to develop rural insurance business. In particular, its Henan branch (hereinafter referred to as Henan Guoshou) has actively undertaken the new rural cooperative business in Henan, creating a "new rural model" that enjoys national reputation. And through the policy of rural insurance business accumulated a large number of rural business experience and network, has occupied a leading position in Henan insurance market. However, with the development of the insurance industry, the competition in the industry is becoming increasingly fierce. How can we continue to maintain the position of industry first in the competition? This for China Life Henan Branch is a very practical significance of the subject. Based on the strategic management theory, this paper analyzes the external development environment and internal development environment of Henan Guoshou by using SWOT analysis tools, and constructs the SWOT analysis matrix. On this basis, the strategic goal of Henan Guoshou's rural business development in the next three years is put forward, and its development strategy is positioned from three aspects: product, channel and service. Finally, it proposes to develop effective demand and strengthen product innovation. Improve the sales channel and improve the service level to ensure the successful realization of rural business strategic objectives.
【学位授予单位】：中南林业科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F842.3

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