中文摘要
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円,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円,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, ii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。

关键词:车险;差异化;竞争战略
ABSTRACT
The insurance industry in China, after 30 years of reform and opening up
especially for the recent 10 years of development, has entered a new stage of
development, standing at a new, higher level. In 2006,the State Council passed the
opinions ” of the State Council on the reform and development of insurance industry,
pointed out the direction for the development of China&39;s Insurance industry. Although,
our country insurance premium amount obtained rapid growth, but regardless of the
depth and density of insurance and other measures, and the western developed countries,
the insurance industry still has a big gap.
Property insurance is a property and related interests insured an insurance,
including property insurance, liability insurance, credit insurance. Property insurance
plays an important role in the management of social security, social risk management
and social credit management. As China&39;s car ownership continues to improve, in recent
years, the auto insurance business property insurance in the proportion has exceeded
60%, the insurance business is good or bad, plays a very important role for the whole of
the stable development of insurance industry. In accordance with the signing of China&39;s
accession to the WTO agreement,China strictly fulfill commitments related to the. In
February 14,2012, China and the United States both sides issued a ” joint statement ”
on the strengthening of bilateral economic cooperation, in March 30th the same year,
China promulgated the State Council on modified &39; motor vehicle traffic accident
responsibility compulsory insurance regulations 1 decision ,decided to foreign insurance
companies to open the motor insurance compulsory insurance business, this also indicates
that the auto insurance business China&39;s overall opening. In our country insurance product
high homogenization, industry body increases quickly, the full opening of the reality, the
insurance business competition will enter a more competitive era.
Qingdao city is one of the country&39;s first 14 coastal open port city, in 1994 and was
listed as one of the 15 deputy provincial city, in recent years in the background of the
rapid development of the national economy, the economy of Qingdao city has been the
rapid development. In 2004 August, the China Insurance Regulatory Commission
(hereinafter referred to as the China Insurance Regulatory Commission ) approval,
Qingdao Supervision Bureau was formally established, responsible for the Qingdao
insurance regulatory work, institution in Qingdao City branch of the domestic insurance
companies are the provincial branch system. Y is a company with strong shareholder
background of the property insurance company, Ltd. was established in recent years in
particular, relying on the strong support of shareholders, laying completed the provincial
branch network, in recent years the auto insurance business has been rapid development.
According to the Y company&39;s overall planning and layout, the company has set up a
branch in Qingdao city ( hereinafter referred to as the Y Qingdao branch ), business
scale constantly expanding.
In the background of the auto insurance business development, in recent years
Qingdao auto insurance agent fast increase and natural growth of automobile insurance
market premium situation, Y company in Qingdao City, the auto insurance business
development has encountered hitherto unknown difficulties and challenges. In this case,
how to face the development of auto insurance business the company faced problems
and difficulties, and can establish insurance competitive strategy is feasible under the
new situation, to maintain the Y company in the Qingdao property market long-term,
steady development has important significance.
Based on the enterprise strategy and the related theory, combined with the
background of the development of insurance industry in our country, learn the advanced
experience of developed countries, to select the competitive strategy of Y company in
Qingdao City, the auto insurance business as the research object,using PEST, SWOT,
five forces analysis model, a detailed analysis of Y company Qingdao branch
development of auto insurance business the company&39;s competitive advantages and
disadvantages, put forward Y company in Qingdao City, the auto insurance business
model classification of differentiation, channel classification of differentiation and poor
customer service competition strategy of alienation, also proposed the effective
implementation of the competitive strategy and safeguard measures, of Y Qingdao
branch continuously upgrade the core competition ability of insurance business, to keep
healthy, with important significance to sustainable development, but also the insurance
competition strategy choice of small and medium-sized companies in the industry to
provide certain reference.
Keywords: Auto insurance; DifTerentiation; Competitive strategy
第一章绪论
1 -1选题背景和意义
我国改革幵放30多年,尤其是近10年以来,保险0业获得了快速的发展。2006
年,国务院第138次常务会议通过了《国务院关于保险业改革发展的若干意见》,
意见中指出了十六大以来,我国保险业发展取得了重大成就,明确的提出了保险
业的发展思路和要求,为保险业的发展指明了方向。截止到2012年底,我国保险
业累计实现保费收入15488亿元,其中财产险保费收入5530亿元,人身险保费收
入9958亿元。财产险保费收入五年增长了 165%多(2007年,我国财产保险业实
现保费收入2086亿元。),我国产险业获得了蓬勃发展。②
近年来,随着汽车工业的快速发展,我国汽车保有量得到快速的提升。与此
同时,我国的汽车保险业也获得了蓬勃的发展,在整个产险的保费来源中,车险
业务的占比近60%多,是产险业务中当之无愧的第一大险种。

改革幵放以来,中资的产险公司一直是我国车险业务发展过程中的主力军,
中资产险公司的保费收入在全行业中的占比具有绝对优势。随着我国加入WTO相
关承诺的逐步兑现,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》,我国决定对外资公司放幵交强险业务。2012年3月30
円,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》,
修改后的《交强险条例》允许国外的产险公司经营交强险业务,这预示着国内车
险市场的全面放;JT-。

青岛产险市场在全国保险业快速发展的大背景下,市场规模也在迅速的提升。