山东地区不同市场竞争地位寿险公司战略研究

发布时间：2018-06-23 18:00

本文选题：寿险 + 市场竞争地位　；参考：《山东大学》2014年硕士论文

【摘要】：本文以山东各家寿险公司作为研究对象,以市场竞争地位的判定为出发点,通过研究不同市场竞争地位公司如何选择适当的竞争战略,探索开展行业合作的空间和领域。希望提出的各类战略重点能够帮助企业充分发挥竞争优势,减少恶性竞争,提高市场价值层次。本文在文献研究和行业数据调研的基础上,通过定性分析、比较分析,研究影响企业市场地位五大要素,并通过定量分析、类比分析等方式,研究近十年以来山东寿险市场的变化趋势及存在的问题。运用战略竞争理论的五力模型对不同市场地位寿险公司所面临的市场威胁逐一剖析,将战略竞争理论的相关思想与山东市场特点相结合,得出类型化的战略体系。在此基础上,融合竞争合作理论,对山东寿险市场监管、行业组织和媒体舆论提出对策建议。本文共分为六个部分。第一章为导论,介绍本文的选题背景、研究意义、运用方法创新性等问题；第二章为相关文献综述,简要介绍了战略竞争理论、蓝海战略和竞争优势理论的有关知识体系；第三章分析十年来山东寿险行业的大量数据,对山东寿险市场的现状及存在的主要问题进行剖析,对当前各家寿险企业经营战略共识归纳总结；第四章分析影响企业市场地位的有关要素,对其影响机制进行了详细阐述,并对当前寿险企业的市场竞争地位做大致划分；第五章对四种主要竞争主体展开深入剖析,并通过五力模型分析找出其竞争优势,并给出战略建议；第六章围绕如何优化寿险行业外部环境建设展开论述,在政府监管、行业组织和媒体舆论三个方面分别给出对策建议。本文的主要创新在于：对寿险企业市场竞争地位的评价分析,以一种简化易行的方式研究行业竞争格局；在以山东寿险市场竞争主体为对象的研究过程中,对波特的战略竞争理论的实践方法加以延伸,拓展了战略管理到市场应用的实践方法；将视野从业内拓展至周边,引入行业外部环境运作新思路,对媒体如何发挥监督和指导作用提出新建议。通过此次研究,我们能够对山东寿险市场当前的竞争状态、矛盾短板有一个基本的认识,并能通过分析对市场未来走向有初步的把握。本文的研究结论有助于帮助企业发挥自身竞争优势,提高竞争层次,并希望通过本文,促进行业构建良性竞争合作模式,探索一条跨出行业、吸引社会共同参与的和谐竞争之路,提升整个寿险行业的竞争实力。
[Abstract]:This paper takes every life insurance company in Shandong province as the research object, regards the market competition position as the starting point, explores the space and the domain of the trade cooperation by studying how to choose the appropriate competitive strategy of the different market competitive position companies. It is hoped that all kinds of strategic emphases can help enterprises to give full play to their competitive advantages, reduce vicious competition and improve market value levels. On the basis of literature research and industry data research, this paper studies five factors that affect the market position of enterprises through qualitative analysis, comparative analysis, and quantitative analysis, analogy analysis, etc. This paper studies the changing trend and existing problems of Shandong life insurance market in recent ten years. By using the five-force model of strategic competition theory, this paper analyzes the market threats faced by life insurance companies with different market positions one by one, and combines the relevant ideas of strategic competition theory with the market characteristics of Shandong Province, and obtains a typed strategic system. On this basis, combining the theory of competition and cooperation, the author puts forward countermeasures and suggestions to the supervision of Shandong life insurance market, industry organization and media opinion. This paper is divided into six parts. The first chapter is the introduction, which introduces the background of the topic, the significance of the research, the innovation of the method, the second chapter is the literature review, briefly introduces the strategic competition theory, blue sea strategy and competitive advantage theory of the relevant knowledge system; The third chapter analyzes a large number of data of Shandong life insurance industry in the past ten years, analyzes the current situation and main problems of Shandong life insurance market, and summarizes the current common understanding of the management strategy of various life insurance enterprises. The fourth chapter analyzes the relevant factors that affect the market position of the enterprise, expounds its influence mechanism in detail, and roughly divides the market competitive position of the current life insurance enterprises; the fifth chapter makes a thorough analysis of the four main competition subjects. And through the analysis of the five forces model to find out its competitive advantages, and give strategic suggestions; Chapter VI discusses how to optimize the life insurance industry external environment construction, in the government supervision, industry organization and media public opinion three aspects respectively give the countermeasures and suggestions. The main innovation of this paper lies in: evaluating and analyzing the market competitive status of life insurance enterprises, studying the competition pattern of the industry in a simplified and feasible way, and taking the main body of Shandong life insurance market as the object of the research, It extends the practical method of Porter's strategic competition theory, expands the practical method of strategic management to market application, extends the field of vision from the industry to the periphery, and introduces a new idea of the operation of the external environment of the industry. Put forward new suggestions on how to exert the supervision and guidance role of the media. Through this study, we can have a basic understanding of the current competitive state of Shandong life insurance market, and can have a preliminary understanding of the future trend of the market through analysis. The conclusion of this paper is helpful to help enterprises to develop their own competitive advantages and improve the level of competition. Through this paper, the author hopes to promote the construction of a healthy competition and cooperation model, and explore a step out of the industry. Attract the harmonious competition road of social participation, enhance the competitive strength of the whole life insurance industry.
【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;F272

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