I
摘 要
随着经济的发展以及人民生活水平的提高,人们对于汽车消费需求也日渐增
强。而如何保障这些汽车消费群体的利益,以免在交通事故发生后减少自己的损
失,在这个环境下车辆保险应运而生。就目前车险公司发展现状来看,尽管其行
业发展时间不长,但市场竞争却尤为激烈,如人保车险公司、平安车险公司以及
太保车险等等。面对如此复杂激烈的市场竞争,如何帮助车险公司构建完善的业
务市场发展战略体系就显得尤为重要了。

基于上述背景,本文就中国人保财险盐城市分公司的车险业务市场竞争战略
进行了研究论述。研究中,本文结合战略管理理论知识联系人保财险盐城市分公
司车险业务实际情况,并综合运用了 PEST 分析法、波特五力分析法对该分公司的
外部竞争环境进行了深入的分析,此外,本文还通过 SWOT 分析法等研究方法对
人保财险盐城市分公司内部管理现状也进行了深入的剖析,并就其存在的问题进
行了归纳总结,为人保财险盐城市分公司车险业务战略体系的制定以及战略规划
的实施提供了充分的依据,也为人保财险盐城市分公司市场竞争战略机制的完善
做出了一项有益的研究尝试和贡献。

第一章 绪 论。本部分主要就本课题研究的背景、研究意义以及研究方法等
方面进行了概述,此外还从国内外在该领域的文献研究材料进行归纳综述;
第二章 战略管理及相关理论基础。本部分则主要就本课题论述过程中所涉及
的一些理论术语和相关概念进行解析,为本文研究做好理论铺垫;
第三章 中国人保财险盐城市分公司车险业务概况。本部分主要就人保财险盐
城市分公司进行简述,并从企业的组织架构、业务能力以及企业文化等角度对公
司整个运营情况进行了简述;
第四章 中国人保财险盐城分公司车险业务外部竞争环境分析。本部分是本文
研究的重点,主要就盐城市分公司车险业务的外部宏观环境进行了深入的分析,
在分析中本部分主要运用管理 PEST 分析法、波特五个力分析法等,为全面了解盐
城市车险业务市场外部发展环境做出了一项有益的研究实践;
第五章 人保财险盐城市分公司车险业务内部环境分析。本部分则主要就盐城
市分公司的内部对车险市场情况进行概述,论述中,本章从公司内控能力、业务
价值链等方面进行了分析,并运用了 SWOT 分析法对其进行了深入剖析;
第六章 人保财险盐城市分公司车险业务竞争战略目标的制定及保障机制。本
部分则主要就盐城市分公司车险业务市场战略目标的制定、车险业务竞争战略的
实施以及实施的保障举措三个层面进行了论述,并提出了一些有针对性意见和建
议,为推动盐城市分公司车险业务市场竞争机制的完善作出了很大的贡献;
最后是研究结论;主要对本文研究的情况进行回顾总结。

关键词:中国人保财险;盐城市;车险;竞争战略;PEST 分析法
III
ABSTRACT
With the development of economy and the improvement of peoples’ living
standards, their demand for automobile consumption is also growing. Then how to
guarantee the interests of automobile consumption groups, in order that reduce their
losses after the occurrence of traffic accidents, vehicle insurance arises under such
circumstance. Based on the current development of vehicle insurance companies,
though the industry development time is not long, yet the market competition is fierce,
such as PICC, Ping’an insurance company and Pacific insurance company. Facing such
a complicated and fierce-competed market, how to help insurance companies to build
perfect business market development strategy system is particularly important.
Based on the above background, this essay studies and illustrates the vehicle
insurance business market competition strategically of Yancheng Branch of PICC. In the
study, this essay combines theoretic knowledge of strategic management with the actual
business situation of Yancheng Branch of PICC and adopts comprehensive PEST
analysis method, porter five-power analysis method to deeply analyze the external
competition circumstance of this branch. In addition, this essay also has a deep analysis
on the internal management situation on Yancheng Branch of PICC by adopting SWOT
analysis method, etc. and has a conclusion on the existing problems, which providing
sufficient basis for the establishment of the vehicle insurance business strategic system
and the implement of strategic plans for Yancheng Branch of PICC. Meanwhile, it shall
make a favorable study and contribution for the perfect of market competition strategy
mechanism of Yancheng Branch of PICC.
Chapter One introduction, this part mainly illustrates the study background of this
topic, research significance and research method, etc. In addition, it also concludes and
summarizes the literature study material in this field domestically and abroad.
Chapter Two: strategic management and correspondent theoretic basis. This part
mainly analyzes some theoretic terms and relevant concepts, which involved in the
process of illustration. It shall make theoretic bedding for the study of this essay.
Chapter Three: the vehicle insurance business introduction of Yancheng Branch of
PICC. This part mainly makes a brief introduction of Yancheng Branch of PICC and a
brief analysis on the whole company operation situation from the angle of the enterprise
organization structure, business skills and enterprise culture, etc.
Chapter Four: the outer competition analysis of vehicle business of Yancheng
Branch of PICC. This part is the key point of this study, which mainly has a deep
analysis of the external macro environment of vehicle business of Yancheng Branch. In
the analysis, this part shall adopt PEST analysis, porter five powers analysis, etc. which
makes a favorable research practice for the comprehensive understanding of external
development environment of Yancheng vehicle insurance business market.
Chapter Five: the internal environment analysis of vehicle business of Yancheng
Branch of PICC. This part mainly discusses the vehicle market situation base of the
internal environment of Yancheng Branch. In the illustration, this chapter analyzes from
the factors of company internal control ability, business value chain, etc. and adopts
SWOT analysis method to have a deep analysis.
Chapter Six: the vehicle business competition strategy target formulation and
guarantee mechanism of Yancheng Branch of PICC. This part mainly demonstrates :
Yancheng Branch vehicle business market strategic target formulation, the
implementation of vehicle business competition strategy and the guarantee measures
and puts forward some corresponding opinions and suggestion, which has a great
contribution to promote the perfect of Yancheng Branch vehicle business market
competition mechanism.
Finally: the research conclusion; Mainly review and summarize on the research of
this essay.
Keywords: PICC, Yancheng city, Vehicle insurance, Competitive strategy, PEST analysis