太平洋产险黑龙江分公司战略转型的策略研究

发布时间：2018-11-13 14:16

【摘要】：改革开放以来，经历20多年发展的中国保险业，是各行业中发展最迅猛的，但是行业长期积累的一些矛盾和问题逐步显现，我国保险市场目前还是一个以同质化产品竞争为主的市场，特别是近几年来，保险市场主体迅速扩大，市场竞争异常激烈，虽然各家保险公司都有着各自不同的发展策略，但保险业整体仍处在“产品销售导向”阶段。产品同质化程度高，服务水平低，客户的真实保障需求并没有得到有效满足，片面追求市场份额、理赔难的现象仍时有发生。保险发展策略的滞后正严重制约着行业的健康持续发展。太平洋财产保险公司作为我国第三大产险公司，，几年来在企业规模、市场份额、经营效益方面寻求平衡与发展，在提高市场核心竞争力、控制企业综合成本率、增强公司服务理念方面不断加以创新，在我国财产保险市场上依旧占居第二份额，市场平均增速、综合成本率、经营利润率均超越行业平均水平，被认为是全行业经营效益最优的公司之一。近年来，黑龙江分公司在经营上实现了超常规、跨越式发展，在市场定位、经营策略、销售能力、团队建设等方面取得了不斐的业绩。本文在推进“以客户需求为导向”战略转型的前提下，对中国太平洋财产保险股份有限公司黑龙江分公司的战略转型进行了系统的研究。论文首先对黑龙江分公司近年来的经营状况、存在的问题、宏观环境、转型的必要性等进行了详尽的分析；其次，充分利用SWOT理论分析了公司当前发展中面临的机会、威胁、优势和劣势，提出了战略转型的必要性；最后，结合太平洋产险黑龙江分公司的自身实际情况，提出了“以客户需求为导向”战略转型策略和战略转型的保障性措施，对于黑龙江分公司的未来发展有着十分重要的借鉴意义。
[Abstract]:Since the reform and opening up, China's insurance industry, which has experienced more than 20 years of development, has been the most rapidly developing industry, but some contradictions and problems accumulated by the industry over a long period of time have gradually emerged. At present, the insurance market of our country is still a market dominated by the competition of homogeneous products. Especially in recent years, the main body of the insurance market has expanded rapidly and the market competition is extremely fierce, although each insurance company has its own different development strategies. However, the insurance industry as a whole is still in the stage of "product sales-oriented". The product homogenization is high, the service level is low, the customer's real safeguard demand has not been met effectively, the one-sided pursuit of market share, the phenomenon of the claim difficulty still occurs from time to time. The lag of insurance development strategy is seriously restricting the healthy and sustainable development of the industry. As the third largest property insurance company in China, Pacific property Insurance Company has been seeking balance and development in the aspects of enterprise scale, market share and operating efficiency in recent years, in order to improve the core competitiveness of the market and control the comprehensive cost rate of the enterprise. To enhance the service concept of the company to constantly innovate, in China's property insurance market still occupy the second share, the average growth rate of the market, comprehensive cost rate, operating profit margin are above the average level of the industry, It is considered to be one of the most profitable companies in the whole industry. In recent years, Heilongjiang Branch has achieved extraordinary and leap-forward development in its management, and has made remarkable achievements in market positioning, management strategy, sales ability, team building, etc. In this paper, the strategic transformation of Heilongjiang Branch of China Pacific property Insurance Co., Ltd. is systematically studied on the premise of "customer-oriented" strategic transformation. Firstly, the paper makes a detailed analysis of the management situation, the existing problems, the macro environment and the necessity of the transformation of Heilongjiang Branch in recent years. Secondly, the paper makes full use of SWOT theory to analyze the opportunities, threats, strengths and weaknesses faced by the company in its current development, and puts forward the necessity of strategic transformation. Finally, according to the actual situation of Heilongjiang Branch of Pacific property Insurance Company, this paper puts forward the strategy of "customer-demand-oriented" strategic transformation and the safeguard measures of strategic transformation. For the future development of Heilongjiang Branch has a very important reference significance.
【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F842.3

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