《案例》：A财险公司—车险费率市场化背景下车险业务发展战略研究

发布时间：2019-06-10 02:22

【摘要】：随着车险市场的扩大,车险收费标准与风险程度不相匹配的问题日益体现,在这一市场环境下,对车险费率改革的探索从未停止。新一轮的车险费改在2015年6月1日启动试点后,于2016年7月1日起正式面向全国推广。本轮车险费率改革带来的变化包括:一、电销及网销车险失去了原本15%的价格优惠;二、车险定价加入零整比;三、车险定价增加车型费率表;四、出险次数将直接影响保费折扣。本文以A财险公司为例,分析新一轮车险费率市场化对A财产保险公司带来的一系列影响,包括:一、核心渠道优势丧失,现有销售渠道格局打破;二、公司经营方面面临车险保费充足率下降、综合成本率上升、经营压力加大等问题。本文从解决问题的角度出发,理论结合实际,先使用PEST工具和波特“五力模型”,对企业的外部环境进行分析,得出企业在当前所处的外部机会和外部威胁;接着从企业资源、企业文化、企业能力方面展开,分析A财险公司的内部环境中的优势和劣势;在此基础上,运用SWOT分析框架,确定战略定位,再进一步针对A财险公司面临的问题,探索企业在该形势下的车险发展战略。并且通过分析,得出最适合A财险公司的发展战略为积极型的SO战略,并提出了相应的差异化发展战略实施建议。本文希望通过对车险费率市场化环境下A财险公司的发展战略的探索与研究,帮助其进一步推动及完善车险业务发展战略,促进其车险业务的健康发展,同时也为其他主体的车险经营提供建议和参考,对我国各财产保险公司改善经营管理以及车险费率改革的进一步完善具有一定意义。
[Abstract]:With the expansion of the car insurance market, the problem that the vehicle insurance charge standard does not match the risk degree is increasingly manifested. In this market environment, the exploration of the car insurance rate reform has never stopped. After the new round of car insurance fees was launched on June 1, 2015, it will be officially rolled out to the whole country on July 1, 2016. The changes brought about by the reform of the current round of car insurance rates include: first, electric sales and online car insurance have lost the original 15% price preference; second, the car insurance pricing has been added to the zero-integral ratio; third, the car insurance pricing has increased the vehicle fee table; Fourth, the number of risks will directly affect the premium discount. Taking A property insurance company as an example, this paper analyzes a series of effects of the marketization of the new round of car insurance rate on A property insurance company, including: first, the loss of core channel advantage and the breaking of the existing sales channel pattern; Second, the company is faced with the decline of car insurance premium adequacy rate, the rise of comprehensive cost rate, the increase of operating pressure and so on. From the point of view of problem solving, combining theory with practice, this paper first uses PEST tool and Porter's "five forces model" to analyze the external environment of the enterprise, and obtains the external opportunity and external threat of the enterprise at present. Then from the aspects of enterprise resources, corporate culture and enterprise ability, this paper analyzes the advantages and disadvantages in the internal environment of A property insurance company. On this basis, using SWOT analysis framework to determine the strategic positioning, and then in view of the problems faced by A property insurance company, explore the development strategy of car insurance under this situation. Through the analysis, it is concluded that the development strategy most suitable for A property insurance company is the positive SO strategy, and the corresponding suggestions for the implementation of differential development strategy are put forward. Through the exploration and research on the development strategy of A property insurance company under the market-oriented environment of car insurance rate, this paper hopes to help it further promote and perfect the development strategy of automobile insurance business and promote the healthy development of its car insurance business. At the same time, it also provides suggestions and references for the car insurance management of other subjects, which is of certain significance for the improvement of management and the further improvement of the reform of car insurance rate of various property insurance companies in our country.
【学位授予单位】：暨南大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F842.3

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