安联人寿保险中国有限公司竞争战略研究
发布时间：2019-01-30 20:52
【摘要】：中国的保险业经过了60多年的飞速发展，已经成长为国际六大保险市场之一，为中国的经济发展、社会进步以及民生改善发挥了极其重要的作用。改革开放以来，保险的市场主体从最早的“老三家”发展到几百家，跨国保险巨头和国内各路资本纷纷抢滩中国保险业，以期分享中国改革开放和经济快速发展所带来的巨大机遇。然而，中国的保险业，特别是寿险业发展至今，还是遭遇了诸多的困惑和难题，比如，市场集中度过高，产品定位过于同质化，，中小外资保险机构生存环境欠佳，老百姓保险消费理念有偏差，等等。这些问题都成了限制中国寿险业发展的因素，特别是中小保险公司的生存困局，可以说是未来中国寿险业能否进一步发展壮大，中国寿险市场能否继续保持国际吸引力的关键因素。 本文以安联人寿保险中国有限公司为研究对象，运用战略管理理论的基本模型和分析方法，旨在为公司研究和制定竞争战略。首先，运用PEST工具对安联人寿保险中国有限公司所处的宏观环境进行研究，运用五力模型分析行业竞争状况，找出公司所面临的机会和威胁。接着，分析公司的资源和能力等内部环境，找出公司内部的优势和劣势。而后结合国内外的发展经验判断中国保险公司的发展趋势，在此基础上，运用SWOT分析和一般竞争战略模型，通过对安联人寿保险中国有限公司可采取的竞争战略进行了比较分析。然后，根据公司内部价值链的关键环节分析，确定安联人寿保险中国有限公司差异化战略的重点是产品差异化、服务差异化、营销渠道差异化、人员差异化和品牌差异化。最后，文章还提出了一系列推动战略稳步实施的保障体系。 本文在研究过程中运用了相关战略管理理论，采用相应的战略分析工具，为安联人寿保险中国有限公司进行了整体战略定位设计和实施规划，具有较强的可操作性。同时，该研究对本行业中其它企业也具有一定的参考价值。
[Abstract]:After more than 60 years of rapid development, China's insurance industry has grown into one of the six major international insurance markets, which has played an extremely important role in China's economic development, social progress and livelihood improvement. Since the reform and opening up, the main body of the insurance market has grown from the first "old three" to several hundred. Multinational insurance giants and domestic capital have one after another seized the position of the Chinese insurance industry. With a view to sharing China's reform and opening up and rapid economic development brought about great opportunities. However, China's insurance industry, especially the life insurance industry, has encountered many puzzles and difficulties. For example, the market concentration is too high, the product positioning is too homogenous, and the survival environment of the small and medium-sized foreign-funded insurance institutions is poor. The common people insurance consumption idea has deviation, and so on. These problems have become factors that limit the development of China's life insurance industry, especially the difficulties in the survival of small and medium-sized insurance companies, which can be said to be whether China's life insurance industry can further develop and expand in the future. China's life insurance market can continue to maintain the international attractiveness of the key factors. Based on the basic model and analytical method of strategic management theory, this paper aims to study and formulate competitive strategy for the company. First of all, using PEST tools to study the macro environment of Allianz Life Insurance China Co., Ltd., using the five-force model to analyze the competitive situation of the industry, to find out the opportunities and threats faced by the company. Then, analyze the company's internal environment, such as resources and capabilities, to find out the company's internal strengths and weaknesses. Then combined with the development experience at home and abroad to judge the development trend of Chinese insurance companies, on the basis of this, using SWOT analysis and general competitive strategy model, This paper makes a comparative analysis of the competitive strategy that Allianz Life Insurance China Limited can adopt. Then, according to the analysis of the key links in the internal value chain of the company, it is determined that the key points of the differentiation strategy of Allianz Life Insurance China Limited are product differentiation, service differentiation, marketing channel differentiation, personnel differentiation and brand differentiation. Finally, the article also puts forward a series of guarantee systems to promote the steady implementation of the strategy. In the course of the research, this paper uses the relevant strategic management theory and the corresponding strategic analysis tools to carry out the overall strategic positioning design and implementation planning for Allianz Life Insurance China Co., Ltd., which has strong maneuverability. At the same time, this research also has certain reference value to other enterprises in this industry.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F842.3;F272
本文编号：2418509
[Abstract]:After more than 60 years of rapid development, China's insurance industry has grown into one of the six major international insurance markets, which has played an extremely important role in China's economic development, social progress and livelihood improvement. Since the reform and opening up, the main body of the insurance market has grown from the first "old three" to several hundred. Multinational insurance giants and domestic capital have one after another seized the position of the Chinese insurance industry. With a view to sharing China's reform and opening up and rapid economic development brought about great opportunities. However, China's insurance industry, especially the life insurance industry, has encountered many puzzles and difficulties. For example, the market concentration is too high, the product positioning is too homogenous, and the survival environment of the small and medium-sized foreign-funded insurance institutions is poor. The common people insurance consumption idea has deviation, and so on. These problems have become factors that limit the development of China's life insurance industry, especially the difficulties in the survival of small and medium-sized insurance companies, which can be said to be whether China's life insurance industry can further develop and expand in the future. China's life insurance market can continue to maintain the international attractiveness of the key factors. Based on the basic model and analytical method of strategic management theory, this paper aims to study and formulate competitive strategy for the company. First of all, using PEST tools to study the macro environment of Allianz Life Insurance China Co., Ltd., using the five-force model to analyze the competitive situation of the industry, to find out the opportunities and threats faced by the company. Then, analyze the company's internal environment, such as resources and capabilities, to find out the company's internal strengths and weaknesses. Then combined with the development experience at home and abroad to judge the development trend of Chinese insurance companies, on the basis of this, using SWOT analysis and general competitive strategy model, This paper makes a comparative analysis of the competitive strategy that Allianz Life Insurance China Limited can adopt. Then, according to the analysis of the key links in the internal value chain of the company, it is determined that the key points of the differentiation strategy of Allianz Life Insurance China Limited are product differentiation, service differentiation, marketing channel differentiation, personnel differentiation and brand differentiation. Finally, the article also puts forward a series of guarantee systems to promote the steady implementation of the strategy. In the course of the research, this paper uses the relevant strategic management theory and the corresponding strategic analysis tools to carry out the overall strategic positioning design and implementation planning for Allianz Life Insurance China Co., Ltd., which has strong maneuverability. At the same time, this research also has certain reference value to other enterprises in this industry.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F842.3;F272
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