中国平安财产保险股份有限公司竞争战略研究

发布时间：2018-07-03 03:10

本文选题：平安财险 + 发展战略　；参考：《陕西师范大学》2014年硕士论文

【摘要】：中国保险市场发展了近30年,发展迅速,特别是2001年中国加入WTO,中国保险业对国外市场分阶段进行了开放,保险业的发展日新月异。但是,2007年美国爆发了金融危机,2009年欧洲又爆发了欧债危机,全世界的金融界都受到了冲击。中国作为经济发展的新兴市场承担了拉动国际经济复苏的角色,这对中国保险业的发展不得不说是一次机遇。平安产险是我国国内具有优良品牌形象的财产保险企业,特别是2009年平安财险保费收入超过太保,成为国内占市场份额第二位的产险企业。近年来平安产险不断受到外资保险企业、国内保险公司的挤压,产险公司间的竞争越来越激烈。如何保住第二,赶超第一,保持竞争活力是平安财险要面临的问题。这需要平安财险不断调整公司的发展战略,找到适合企业发展的展略,提高公司的核心竞争力,在保险竞争市场上争取更大份额,不断发展壮大。本文运用发展战略和企业管理理论知识。首先分析国内保险公司的背景及特点,在这种背景下成长起来的平安财险的发展历程,以及在发展过程中遇到的问题。其次从政治、经济、社会文化等方面分析了平安财险公司所面临的国际、国内以及平安自身的内外部环境。在此基础上,通过波特五力模型分析方法,分析了潜在进入者、现有竞争对手、供应者能力、投保人需求及替代品或服务五方力量对平安产险的竞争力的影响。采用SWOT分析方法对平安财险优势、劣势、机会、威胁进行了分析,并进行了矩阵构造,分析不同情况下平安财险应做的相应措施。最后,根据五力模型及SWOT分析结果提出了平安财险公司提高公司竞争力应进行的战略选择,包括人才战略的实施、选择差异化竞争战略以及业务结构均衡化发展战略。通过分析得出,在现在激烈的竞争环境中,保险公司要不断根据自身所处的环境和背景,分析自身的面临的优势、劣势、机会和威胁,制定适合自身发展的竞争战略,在发展的过程中始终保持核心竞争力,才能在保险市场上不被淘汰。
[Abstract]:China's insurance market has developed rapidly for nearly 30 years, especially when China joined the WTO in 2001, the Chinese insurance industry has opened up to foreign markets in stages, and the insurance industry is developing with each passing day. However, the financial crisis broke out in the United States in 2007, and the European debt crisis in Europe in 2009. As an emerging market of economic development, China has assumed the role of pulling the international economic recovery, which has to be said to be an opportunity for the development of China's insurance industry. Ping an property insurance is a property insurance enterprise with a good brand image in our country, especially in 2009, Ping an property insurance premium income exceeded Taibao, becoming the second largest property insurance enterprise in China with market share. In recent years, Ping an property insurance has been continuously squeezed by foreign insurance companies and domestic insurance companies, and the competition between property insurance companies is becoming more and more fierce. How to keep second, catch up first, keep competitive vigor is the problem that Ping an property insurance must face. This requires Ping an property insurance to constantly adjust the company's development strategy, to find a strategy suitable for the development of enterprises, to improve the core competitiveness of the company, to strive for a greater share in the insurance competition market, and to continue to develop and expand. This article uses the development strategy and the enterprise management theory knowledge. Firstly, this paper analyzes the background and characteristics of domestic insurance companies, the development course of Ping an property insurance and the problems encountered in the process of development. Secondly, it analyzes the internal and external environment of Ping an property Insurance Company from the aspects of politics, economy, social culture and so on. On the basis of this, this paper analyzes the influence of potential entrants, existing competitors, suppliers' ability, the demand of policy holder and the power of substitute or service on the competitiveness of Ping an property insurance through Porter's five-force model analysis method. SWOT analysis method is used to analyze the advantages, disadvantages, opportunities and threats of Ping an property insurance, and the matrix construction is carried out to analyze the corresponding measures to be taken by Ping an property insurance under different circumstances. Finally, according to the results of five forces model and SWOT analysis, this paper puts forward the strategic choice for Ping an property Insurance Company to improve its competitiveness, including the implementation of talent strategy, the choice of differentiated competition strategy and the balanced development strategy of business structure. Through analysis, in the current fierce competition environment, insurance companies should constantly analyze their strengths, weaknesses, opportunities and threats according to their own environment and background, and formulate competitive strategies suitable for their own development. In the process of development, always maintain the core competitiveness, in order not to be eliminated in the insurance market.
【学位授予单位】：陕西师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F842.3;F273.1

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