中国人保财险泉州市分公司车险业务竞争策略研究
发布时间：2019-03-13 09:32
【摘要】：伴随着中国汽车产业的飞速发展,汽车保险市场发展迅猛,成为财险保险公司最重要的竞争市场。中国人保财险泉州分公司在泉州车险市场激烈的竞争中,市场份额逐年减少,主要竞争对手平安紧跟其后,市场份额差距所剩无几,被赶超的风险在逐渐加大。本文详细介绍了车险市场的行业特点和发展态势,根据竞争战略的相关理论,对泉州车险市场进行深入分析,剖析内部经营管理上存在的问题,试图通过MBA所学知识,提出了中国人保财险泉州分公司车险的竞争战略和具体实施方案,以接受市场竞争者的挑战,进一步增强核心竞争力,实现品牌价值提升,保持并扩大在泉州车险保险市场中的领先优势。 本文首先对人保财险泉州分公司车险业务所处的外部环境进行了分析,认为其在车险市场上具有较大的发展空间和机会。在此基础上,运用SWOT分析和一般竞争战略模型等战略分析工具,通过SWOT分析矩阵,选择其可以选择的市场战略。通过研究发现人保财险泉州公司车险业务上在服务网点、客户资源、经营实力等方面具有优势,但是由于理赔服务不到位、渠道经营混乱、品牌营销不够等限制了其竞争优势的发挥,导致市场竞争能力弱。为此,其要提升市场竞争力,必须要进行市场竞争策略的调整,而差异化战略是人保财险泉州市分公司车险竞争战略的必然选择,其中,营销渠道差异化、服务差异化是实施差异化的关键环节。本文最后为人保财险泉州公司的营销渠道差异化、服务差异化的实施提出了具体的建议和思路,希望通过组织机构、内部资源等调整达到差异化竞争战略的实现,最终实现人保财险泉州分公司提升车险市场竞争力,强化市场老大地位的美好愿景。
[Abstract]:With the rapid development of Chinese automobile industry, the automobile insurance market has developed rapidly and becomes the most important competitive market of the insurance company. In the fierce competition of Quanzhou auto-insurance market, the Chinese People's Insurance Co., Ltd., the market share is decreasing year by year, and the main competitor is closely following the market share gap, and the risk of catching up is gradually increasing. In this paper, the characteristics and development trend of the vehicle insurance market are introduced in detail. According to the relevant theory of the competition strategy, the Quanzhou car insurance market is analyzed, the problems existing in the internal management and management are analyzed, and the knowledge of the MBA is tried through the MBA. The competition strategy and specific implementation of the vehicle insurance in Quanzhou Branch of the Chinese People's Insurance Co., Ltd. are put forward, in order to accept the challenge of the market competitors, to further enhance the core competitiveness, to realize the promotion of brand value, to maintain and expand the leading advantage in the Quanzhou car insurance market. In this paper, the external environment of the vehicle insurance business in Quanzhou Branch of the People's Insurance Co., Ltd. is analyzed, and it is considered to have a large development space and machine in the vehicle insurance market. On this basis, the strategic analysis tools such as the SWOT analysis and the general competitive strategy model are used to select the market warfare which can be selected through the SWOT analysis matrix. In the light of the research, the company has the advantages of the service point, the customer resource, the operating strength and so on. However, because the claim service is not in place, the channel management is chaotic, the brand marketing is not enough, the competitive advantage is limited, and the market competitiveness is caused. In order to improve the competitiveness of the market, it is necessary to adjust the market competition strategy, and the differentiation strategy is the inevitable choice of the competition strategy of the vehicle insurance in the city branch of the People's Insurance and Finance, in which the differentiation of the marketing channels and the differentiation of the service are the key rings for implementing the differentiation. In the end, this paper puts forward some concrete suggestions and ideas for the differentiation of the marketing channel and the service differentiation of the company in Quanzhou. It is hoped that the differentiation of the competitive strategy can be achieved through the adjustment of the organization and the internal resources. Now, it will finally be realized that the company of Quanzhou Branch of the People's Insurance of the People's Republic of China will improve the competitiveness of the car insurance market and strengthen the better position of the market leader.
【学位授予单位】：厦门大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272;F842.3
本文编号：2439275
[Abstract]:With the rapid development of Chinese automobile industry, the automobile insurance market has developed rapidly and becomes the most important competitive market of the insurance company. In the fierce competition of Quanzhou auto-insurance market, the Chinese People's Insurance Co., Ltd., the market share is decreasing year by year, and the main competitor is closely following the market share gap, and the risk of catching up is gradually increasing. In this paper, the characteristics and development trend of the vehicle insurance market are introduced in detail. According to the relevant theory of the competition strategy, the Quanzhou car insurance market is analyzed, the problems existing in the internal management and management are analyzed, and the knowledge of the MBA is tried through the MBA. The competition strategy and specific implementation of the vehicle insurance in Quanzhou Branch of the Chinese People's Insurance Co., Ltd. are put forward, in order to accept the challenge of the market competitors, to further enhance the core competitiveness, to realize the promotion of brand value, to maintain and expand the leading advantage in the Quanzhou car insurance market. In this paper, the external environment of the vehicle insurance business in Quanzhou Branch of the People's Insurance Co., Ltd. is analyzed, and it is considered to have a large development space and machine in the vehicle insurance market. On this basis, the strategic analysis tools such as the SWOT analysis and the general competitive strategy model are used to select the market warfare which can be selected through the SWOT analysis matrix. In the light of the research, the company has the advantages of the service point, the customer resource, the operating strength and so on. However, because the claim service is not in place, the channel management is chaotic, the brand marketing is not enough, the competitive advantage is limited, and the market competitiveness is caused. In order to improve the competitiveness of the market, it is necessary to adjust the market competition strategy, and the differentiation strategy is the inevitable choice of the competition strategy of the vehicle insurance in the city branch of the People's Insurance and Finance, in which the differentiation of the marketing channels and the differentiation of the service are the key rings for implementing the differentiation. In the end, this paper puts forward some concrete suggestions and ideas for the differentiation of the marketing channel and the service differentiation of the company in Quanzhou. It is hoped that the differentiation of the competitive strategy can be achieved through the adjustment of the organization and the internal resources. Now, it will finally be realized that the company of Quanzhou Branch of the People's Insurance of the People's Republic of China will improve the competitiveness of the car insurance market and strengthen the better position of the market leader.
【学位授予单位】：厦门大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272;F842.3
【参考文献】
相关期刊论文 前3条
1 河南省商业车险调研课题组;;现行机动车辆商业保险制度完善研究[J];金融理论与实践;2011年09期
2 朱正;;日本车险市场发展之启示[J];上海保险;2010年07期
3 吴红一;;析车险销售渠道多元化发展模式[J];上海保险;2011年05期
，本文编号：2439275
本文链接：https://www.wllwen.com/jingjilunwen/bxjjlw/2439275.html
