国有保险公司天津车险市场竞争策略研究

发布时间：2019-03-05 14:57

【摘要】：随着时间迈入21世纪，中国经济发展速度日趋稳健，居民在安居乐业的同时，，对物质生活的要求也在不断提升，突出表现为中国的居民汽车保有量的不断增长，随之而来的是消费者对汽车保险需求的不断提升。面对着巨大的市场前景，我国从事车险经营的主体也从2001年的19家增加到2012年底的52家，众多保险经营主体参与到业务竞争中来，促进了车险业务的市场化程度。2013年底，仅在天津地区内，分公司级别的产险经营主体就有19家，人保财险天津分公司除了要面对平安、太保两位老对手外，还要迎接来自新的中小市场主体的挑战。天津市车险业务市场的竞争日趋激烈，特别是2013年底，天津市紧急实施机动车限购政策以后，新车业务增长受到了严重冲击。面对来自外部的各种困难与挑战，天津公司将如何进行战略选择转型。本文在进行保险理论概述以及分析国内外车险行业情况后，从人保财险天津分公司自身出发，对企业车险业务所处的宏观和微观环境进行了深入和细致的外部条件分析，结合企业自身资源进行优劣势分析，运用PEST分析工具，认为公司在车险市场竞争中仍然大有可为。在此前提下，运用SWOT分析法和波特五力模型等分析工具，对人保财险天津分公司车险业务战略选择进行分析，制定可行性战略。通过分析看出，人保财险天津分公司在品牌建设、人才队伍建设、技术创新、网络资源建设、销售渠道铺设等方面具有一定优势，但存在管理理念陈旧老化、企业组织结构繁杂、渠道管理混乱、销售人员水平参差不齐、员工发展空间受制约等问题、从而导致了公司发展不力，车险优质业务流失严重，承保利润率有限等潜在问题，导致市场竞争能力不能得到有效发挥。因此，人保财险天津市分公司有必要进行积极而有效的战略调整及规划，建立“大车险”格局，公司上下各部门联动作业，各司其职，发挥专业优势，做好“个性化”、“差异化”客户服务工作、控制赔付成本、发展个人代理人业务、开辟银保合作、社区门店直销等新兴业务渠道。本文最后为人保财险天津分公司车险业务发展提出了详细而具体的解决办法和思路，希望通过组织结构优化，内部资源整合等途径，实现人保财险天津市分公司车险业务发展的有效提升，增强市场竞争能力，维护行业领军者地位。
[Abstract]:As time goes into the 21st century, China's economic development is becoming more and more robust. While residents live and work in peace and contentment, the requirements for material life are also constantly rising, highlighting the continuous increase in the number of Chinese residents' car ownership. What comes with it is the ever-increasing demand for auto insurance on the part of consumers. Facing the huge market prospect, the main body engaged in automobile insurance management in our country also increased from 19 in 2001 to 52 at the end of 2012. Many insurance operators participated in the business competition and promoted the marketization degree of automobile insurance business at the end of 2013. In Tianjin area alone, there are 19 property insurance operators at branch level. Besides facing Ping an and Taibao's two old rivals, PICC Tianjin Branch has to meet the challenge from the new small and medium-sized market subjects. The competition of Tianjin automobile insurance business market is becoming more and more fierce, especially at the end of 2013, the growth of new car business has been seriously impacted after the urgent implementation of the policy of motor vehicle purchase restriction in Tianjin. Facing all kinds of difficulties and challenges from the outside, how will Tianjin Company carry on the strategic choice transformation. After summarizing the insurance theory and analyzing the situation of automobile insurance industry both at home and abroad, this paper analyzes the macro-and micro-environment of the automobile insurance business from the view of Tianjin Branch of PICC, and makes a thorough and detailed analysis of the external conditions. Combining the advantages and disadvantages of the enterprise's own resources and using the PEST analysis tool, the author thinks that the company still has great potential in the market competition of automobile insurance. On this premise, using SWOT analysis method and Porter five forces model and other analysis tools, this paper analyzes the choice of automobile insurance business strategy of PICC Tianjin Branch, and formulates the feasibility strategy. Through the analysis, we can see that PICC Tianjin Branch has some advantages in brand building, talent team construction, technical innovation, network resources construction, marketing channel laying and so on, but the management concept is old and old. The complex organizational structure of the enterprise, the confusion of the channel management, the uneven level of the sales staff, and the restriction of the development space of the employees have led to the potential problems such as the weak development of the company, the serious loss of the high-quality business of automobile insurance, the limited underwriting profit margin, and so on. Leading to the market competitiveness can not be effectively brought into play. Therefore, it is necessary for Tianjin Branch of PICC to carry out active and effective strategic adjustment and planning, to establish the pattern of "big car insurance", to link up and down departments of the company, to perform their respective duties, to give full play to their professional advantages, and to do a good job of "individuation." "differentiated" customer service work, control compensation costs, develop personal agent business, open up bank and insurance cooperation, direct sales of community stores and other emerging business channels. Finally, this paper puts forward detailed and concrete solutions and ideas for the development of the automobile insurance business of PICC Tianjin Branch, hoping to optimize the organizational structure and integrate the internal resources, etc. To improve the development of automobile insurance business of PICC Tianjin Branch, enhance the market competitiveness, and maintain the position of industry leader.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F842.3

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