TP人寿衢州公司的聚焦差异化战略研究
发布时间：2019-01-01 18:06
【摘要】：公司的经营战略决定着公司的发展方向和经营目标的实现，TP人寿衢州公司作为一个新进入衢州市场的公司，面临着多变的外部环境、激烈的市场竞争以及众多竞争对手等各种外部威胁，也存在着自身资源和能力的缺陷。在这种内外交迫的形势下，科学的制定恰当的竞争战略支持公司的可持续发展已刻不容缓。本研究结合TP人寿衢州公司的内外部环境实际，结合理论与实践分析，为TP人寿衢州公司制定出适应公司经营发展需要又具有可操作性的竞争战略，确保公司经营目标实现并持续成长。 企业战略管理主要包括战略分析、战略选择、战略实施三个阶段。本文以TP人寿衢州公司为研究对象，首先运用PEST分析模型和五力模型对TP人寿衢州公司所处的宏观环境和行业环境进行全面分析，确定外部环境面临的机会和威胁。接着重点分析公司内部环境，明晰公司内部环境存在的优势和劣势。然后运用SWOT分析模型、IFE和EFE分析模型、一般竞争战略模型，在通过对TP人寿衢州公司的外部机会、威胁和内部优势、劣势进行定性和定量分析的基础上，再对可采取的成本领先战略、差异化战略和聚焦战略三种通用性竞争战略进行了适用性比较分析，，得出聚焦差异化战略是TP人寿衢州公司的较好选择。随后根据客户需求导向确定TP人寿衢州公司差异化战略的重点是品牌、人才、培训、产品、渠道和服务差异化。最后对聚焦差异化战略进行了具体阐述，并以7S模型为基础，提出了培育优秀企业文化、优化经营管理模式、加强人力资源管理、健全内部控制体系、完善信息管理系统、提高战略执行效率等措施确保聚焦差异化战略高效执行，推动公司快速发展，实现战略目标。 相适应的竞争战略制定，能有效支撑公司在市场竞争中立足，提升公司的盈利能力和经营效益。通过对TP人寿衢州公司竞争战略的研究，使研究成果不仅对公司个险业务快速发展具有理论和实践意义，同时，对衢州市保险行业的和谐发展也具有一定的参考价值。
[Abstract]:The management strategy of the company decides the development direction and the realization of the management goal of the company. As a new company entering the Quzhou market, TP Life Quzhou Company is faced with the changeable external environment. Fierce market competition and various external threats, such as many competitors, also have their own resources and capacity defects. In this situation, it is urgent to make appropriate competitive strategy to support the sustainable development of the company. This study combined with the internal and external environment of TP Life Quzhou Company, combined with the theoretical and practical analysis, for the TP Life Quzhou Company to formulate a suitable company business development needs and operational competition strategy. To ensure that the company's business objectives are achieved and continue to grow. Enterprise strategic management mainly includes three stages: strategic analysis, strategic choice and strategic implementation. In this paper, TP Life Quzhou Company is taken as the research object. Firstly, the macro environment and industry environment of TP Life Quzhou Company are comprehensively analyzed by using PEST analysis model and five-force model, and the opportunities and threats to the external environment are determined. Then focus on the analysis of the company's internal environment, clear the strengths and weaknesses of the company's internal environment. Then using SWOT analysis model, IFE and EFE analysis model, general competitive strategy model, through the TP Life Quzhou company external opportunities, threats and internal strengths, weaknesses on the basis of qualitative and quantitative analysis. Then the applicability of cost leading strategy, differentiation strategy and focusing strategy are compared and analyzed. It is concluded that focusing differentiation strategy is a better choice for TP Life Quzhou Company. Then according to customer demand orientation, the focus of differentiation strategy of TP Life Quzhou Company is brand, talent, training, product, channel and service differentiation. Finally, the strategy of focusing on differentiation is elaborated in detail, and based on 7s model, the paper puts forward to cultivate excellent enterprise culture, optimize management mode, strengthen human resource management, perfect internal control system and perfect information management system. Improve the efficiency of strategy implementation to ensure the focus on the efficient implementation of differentiation strategy, promote the rapid development of the company to achieve strategic objectives. The appropriate competitive strategy can effectively support the company in the market competition and enhance the profitability and operating efficiency of the company. Through the research on the competitive strategy of Quzhou Company of TP Life Insurance, the research results not only have theoretical and practical significance for the rapid development of individual insurance business of the company, but also have certain reference value for the harmonious development of insurance industry in Quzhou City.
【学位授予单位】：浙江理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F842.3;F272
本文编号：2397926
[Abstract]:The management strategy of the company decides the development direction and the realization of the management goal of the company. As a new company entering the Quzhou market, TP Life Quzhou Company is faced with the changeable external environment. Fierce market competition and various external threats, such as many competitors, also have their own resources and capacity defects. In this situation, it is urgent to make appropriate competitive strategy to support the sustainable development of the company. This study combined with the internal and external environment of TP Life Quzhou Company, combined with the theoretical and practical analysis, for the TP Life Quzhou Company to formulate a suitable company business development needs and operational competition strategy. To ensure that the company's business objectives are achieved and continue to grow. Enterprise strategic management mainly includes three stages: strategic analysis, strategic choice and strategic implementation. In this paper, TP Life Quzhou Company is taken as the research object. Firstly, the macro environment and industry environment of TP Life Quzhou Company are comprehensively analyzed by using PEST analysis model and five-force model, and the opportunities and threats to the external environment are determined. Then focus on the analysis of the company's internal environment, clear the strengths and weaknesses of the company's internal environment. Then using SWOT analysis model, IFE and EFE analysis model, general competitive strategy model, through the TP Life Quzhou company external opportunities, threats and internal strengths, weaknesses on the basis of qualitative and quantitative analysis. Then the applicability of cost leading strategy, differentiation strategy and focusing strategy are compared and analyzed. It is concluded that focusing differentiation strategy is a better choice for TP Life Quzhou Company. Then according to customer demand orientation, the focus of differentiation strategy of TP Life Quzhou Company is brand, talent, training, product, channel and service differentiation. Finally, the strategy of focusing on differentiation is elaborated in detail, and based on 7s model, the paper puts forward to cultivate excellent enterprise culture, optimize management mode, strengthen human resource management, perfect internal control system and perfect information management system. Improve the efficiency of strategy implementation to ensure the focus on the efficient implementation of differentiation strategy, promote the rapid development of the company to achieve strategic objectives. The appropriate competitive strategy can effectively support the company in the market competition and enhance the profitability and operating efficiency of the company. Through the research on the competitive strategy of Quzhou Company of TP Life Insurance, the research results not only have theoretical and practical significance for the rapid development of individual insurance business of the company, but also have certain reference value for the harmonious development of insurance industry in Quzhou City.
【学位授予单位】：浙江理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F842.3;F272
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