Y公司青岛市车险业务竞争战略研究
发布时间：2019-04-12 14:58
【摘要】：我国保险业,经过改革开放30年特别是最近10多年的快速发展,已经进入了一个崭新的发展阶段,站在了一个新的、更高的起跑线上。2006年,国务院审议通过了《国务院关于保险业改革发展的若干意见》,为我国保险业的发展指明了方向。虽然,我国保险业保费总量得到了快速的增长,但无论从保险深度和保险密度等方面衡量,与西方发达国家的保险业还存在着很大的差距。 财产保险是以财产及其有关利益为保险标的的一种保险,包括财产损失保险、责任保险、信用保险等。财产保险在社会保障管理、社会风险管理及社会信用管理等方面发挥着重要的作用。随着我国汽车保有量的不断提高,近些年来,财产保险业务中车险业务的占比已超过60%,车险业务的经营好坏,对于整个产险业的稳定发展起着非常重要的作用。按照中国加入WTO时签订的协议,我国严格的履行了入世时的相关承诺。2012年2月14日,中国和美国双方发布了《关于加强中美经济合作关系的联合声明》,2012年3月30日,我国公布了《国务院关于修改机动车交通事故责任强制保险条例的决定》,决定对外资保险公司放开交强险业务,这也就预示着我国车险业务的全面放开。在我国车险产品高度同质化、行业主体快速增加、市场全面对外开放的现实情况下,车险业务的竞争将进入一个更加激烈的时代。 青岛市是国家最早设立的14个沿海开放港口城市之一,1994年又被国务院列为全国15个副省级城市之一,近些年来在国家宏观经济高速发展的大背景下,青岛市的经济也得到了快速的发展。2004年8月,经中国保险监督管理委员会(以下简称保监会)批准,中国保险监督管理委员会青岛监管局(以下简称青岛保监局)正式成立,负责青岛市保险业监管工作,国内各产险公司在青岛市的分支机构也都为省级分公司建制。Y公司是一家拥有强大股东背景的产险公司,公司成立特别是近几年来,依托股东的强力支持,基本完成了全国省级分公司网点的铺设,近年来车险业务也得到了快速的发展。按照Y公司的整体规划和布局,该公司在青岛市也设立了分公司(以下简称Y公司青岛分公司),业务规模在不断的壮大。 在上述车险业务发展的大背景下,Y公司青岛分公司车险业务的发展经过创业期的快速增长后,逐步进入发展的“瓶颈”阶段。在此种情况下,如何正视公司车险业务发展所面临的问题和困难,并在新的形势下能够制定切实可行的车险竞争策略,对保持Y公司在青岛市产险市场的长期、稳健发展都具有重要意义。 本文以企业战略等相关管理理论为基础,结合我国财产保险行业发展的大背景,借鉴发达国家的先进经验,以Y公司青岛市车险业务竞争战略选择为研究对象,运用PEST、SWOT、五力等分析工具模型,详细剖析了Y公司青岛分公司车险业务发展的竞争优势和劣势,所面临的机遇和威胁,提出了Y公司青岛市车险业务车型分类差异化、渠道分类差异化及客户服务差异化竞争战略的选择方案,同时也提出了有效的实施上述竞争战略的措施和保障,对Y公司青岛分公司不断提升车险业务的核心竞争能力,保持公司健康、可持续发展具有重要的意义,也对行业内的中小产险公司的车险竞争战略的选择,提供了一定的参考。
[Abstract]:China's insurance industry, through the reform and opening-up in the past 30 years, especially the rapid development of the last 10 years, has entered a new stage of development, standing in a new and higher starting line. In 2006, the State Council considered the adoption of the State Council's Views on the Development of the Insurance Industry, The direction is pointed out for the development of the insurance industry in our country. Although China's insurance premium has been growing rapidly, the insurance industry in the western developed countries still has a big gap, whether it is measured from the insurance depth and the insurance density. Property insurance is a kind of insurance with property and its related interests as the subject of insurance, including property damage insurance, liability insurance, credit insurance The property insurance plays an important role in social security management, social risk management and social credit management. In recent years, the proportion of the car insurance business in the property insurance business has been more than 60%, and the operation of the car insurance business is very important for the stable development of the whole insurance industry in recent years. China and the United States issued a joint statement on strengthening the relationship between China and the United States on February 14,2012. On the day, my country released the Decision of the State Council on the Regulation of the Compulsory Insurance of Motor Vehicle Traffic Accident, and decided to release the traffic insurance business for the foreign insurance company, which also indicates the overall discharge of the car insurance business in China. On the other hand, the competition of the car insurance business will enter a more fierce competition in the case of the high degree of homogenization of the automobile insurance products, the rapid growth of the industrial main body and the overall opening of the market As one of the first 14 coastal open port cities established by the State, in 1994, the State Council was one of the 15 sub-provincial cities in the country. In recent years, the economy of Qingdao has been developed rapidly in the background of the high-speed development of the country's macro-economy. In August, after the approval of the China Insurance Regulatory Commission (hereinafter referred to as the CIRC), the China Insurance Regulatory Commission (hereinafter referred to as the "Qingdao Baoji Bureau") was formally established to be responsible for the supervision of the insurance of Qingdao The operation of the pipe and the domestic insurance companies in Qingdao are also the provincial branch offices. The company is formed. Y is a risk-producing company with a strong shareholder background. In recent years, the company has set up especially in recent years, relying on the strong support of the shareholders, basically completed the laying of the branch of the provincial branch of the whole country, and in recent years, the car insurance business has also been fast In accordance with the overall planning and layout of the Company, the company has also set up a branch in Qingdao (hereinafter referred to as Y Company, Qingdao Branch), and the business scale is continuously In the background of the development of the above-mentioned vehicle insurance business, the development of the car insurance business of the Company of Qingdao Branch of the Company has gone through the rapid growth of the start-up period, and gradually entered the development of the "Bottleneck" stage. In this case, how to face the problems and difficulties faced by the development of the company's car insurance business, and to be able to develop practical vehicle-risk competition strategy in the new situation, to keep the long-term and steady development of the Y-Company in Qingdao's production insurance market Based on the relevant management theories such as the enterprise strategy, this paper, based on the development of the property insurance industry in our country, draws on the advanced experience of the developed countries, and chooses the competition strategy of the vehicle insurance business in the Y company as the research object, and uses the PEST, the SWOT and the five-force. Based on the analysis tool model, the competitive advantage and disadvantage of the development of the car insurance business in Qingdao Branch of Y Company are analyzed in detail, and the opportunities and threats to the development of the vehicle insurance business of Qingdao Branch of the Company are analyzed in detail. The classification and differentiation of the vehicle insurance business model, the differentiation of the channel classification and the differentiated competition of the customer service are put forward. The choice of strategy is also put forward to effectively implement the measures and guarantee of the above-mentioned competition strategy, and the company of Qingdao Branch of Y Company is constantly improving the core competitiveness of the vehicle insurance business and keeping the company's healthy and sustainable development It is of great significance, and is also the choice of the competition strategy for the car insurance of small and medium-sized and small-sized companies in the industry.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F842.634
本文编号：2457119
[Abstract]:China's insurance industry, through the reform and opening-up in the past 30 years, especially the rapid development of the last 10 years, has entered a new stage of development, standing in a new and higher starting line. In 2006, the State Council considered the adoption of the State Council's Views on the Development of the Insurance Industry, The direction is pointed out for the development of the insurance industry in our country. Although China's insurance premium has been growing rapidly, the insurance industry in the western developed countries still has a big gap, whether it is measured from the insurance depth and the insurance density. Property insurance is a kind of insurance with property and its related interests as the subject of insurance, including property damage insurance, liability insurance, credit insurance The property insurance plays an important role in social security management, social risk management and social credit management. In recent years, the proportion of the car insurance business in the property insurance business has been more than 60%, and the operation of the car insurance business is very important for the stable development of the whole insurance industry in recent years. China and the United States issued a joint statement on strengthening the relationship between China and the United States on February 14,2012. On the day, my country released the Decision of the State Council on the Regulation of the Compulsory Insurance of Motor Vehicle Traffic Accident, and decided to release the traffic insurance business for the foreign insurance company, which also indicates the overall discharge of the car insurance business in China. On the other hand, the competition of the car insurance business will enter a more fierce competition in the case of the high degree of homogenization of the automobile insurance products, the rapid growth of the industrial main body and the overall opening of the market As one of the first 14 coastal open port cities established by the State, in 1994, the State Council was one of the 15 sub-provincial cities in the country. In recent years, the economy of Qingdao has been developed rapidly in the background of the high-speed development of the country's macro-economy. In August, after the approval of the China Insurance Regulatory Commission (hereinafter referred to as the CIRC), the China Insurance Regulatory Commission (hereinafter referred to as the "Qingdao Baoji Bureau") was formally established to be responsible for the supervision of the insurance of Qingdao The operation of the pipe and the domestic insurance companies in Qingdao are also the provincial branch offices. The company is formed. Y is a risk-producing company with a strong shareholder background. In recent years, the company has set up especially in recent years, relying on the strong support of the shareholders, basically completed the laying of the branch of the provincial branch of the whole country, and in recent years, the car insurance business has also been fast In accordance with the overall planning and layout of the Company, the company has also set up a branch in Qingdao (hereinafter referred to as Y Company, Qingdao Branch), and the business scale is continuously In the background of the development of the above-mentioned vehicle insurance business, the development of the car insurance business of the Company of Qingdao Branch of the Company has gone through the rapid growth of the start-up period, and gradually entered the development of the "Bottleneck" stage. In this case, how to face the problems and difficulties faced by the development of the company's car insurance business, and to be able to develop practical vehicle-risk competition strategy in the new situation, to keep the long-term and steady development of the Y-Company in Qingdao's production insurance market Based on the relevant management theories such as the enterprise strategy, this paper, based on the development of the property insurance industry in our country, draws on the advanced experience of the developed countries, and chooses the competition strategy of the vehicle insurance business in the Y company as the research object, and uses the PEST, the SWOT and the five-force. Based on the analysis tool model, the competitive advantage and disadvantage of the development of the car insurance business in Qingdao Branch of Y Company are analyzed in detail, and the opportunities and threats to the development of the vehicle insurance business of Qingdao Branch of the Company are analyzed in detail. The classification and differentiation of the vehicle insurance business model, the differentiation of the channel classification and the differentiated competition of the customer service are put forward. The choice of strategy is also put forward to effectively implement the measures and guarantee of the above-mentioned competition strategy, and the company of Qingdao Branch of Y Company is constantly improving the core competitiveness of the vehicle insurance business and keeping the company's healthy and sustainable development It is of great significance, and is also the choice of the competition strategy for the car insurance of small and medium-sized and small-sized companies in the industry.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F842.634
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