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在过去几十年的中国经济飞速发展过程中，大部分的汽车生产企业和汽车
品牌 4S 店把大部分的精力都放在了销售端，力求快速寻求扩大销量，而在客户
服务方面，则很难达到客户的日益提升的需求。而随着我国汽车销量增速的逐
渐放缓，客户的个性化需求也越发明显，这就对各大品牌汽车的管理端和经销
商端提出了新的挑战。而这其中，给客户提供优质的车险服务就变成了其中一
项重要的发展方向。由于中国汽车的产销量已经连续数年蝉联全球第一，随之
而来的就是中国汽车的保有量也已突破两亿辆，这意味着庞大的汽车销售、售
后市场已逐渐成为各路资本竞相博弈的战场。所以市场的竞争激烈程度可想而
知。车险服务在汽车后市场中显得尤为重要。汽车品牌经销商，如何通过为客
户提供一个专业的、全面的车险服务来培养更多的忠诚客户成为当下一个热门
的课题
而作为汽车品牌厂商，需要做的就是为其品牌 4S 店提供有力的支撑，确保
4S 店能够健康的发展，并未为客户提供最优质的服务，建立良好的口碑。在这
样的背景下，一个能够帮助汽车厂商为其品牌 4S 店提供车险相关的专业咨询服
务，帮助其旗下品牌经销商更好开展相关车险业务的机构就显得尤为重要。长
春鼎佳保险经纪有限公司就是这样一家专注车险服务研究、风险咨询的保险中
介机构。鼎佳公司在帮助汽车品牌 4S 店提升车险服务，搭建风险管理体系方面II
有着多年的研究积累和丰富的经验，面对市场需求的不断增长，鼎佳公司需要
在这个历史的绝佳时机更好的把握机会，大力发展现有的保险咨询业务，与 Y
集团旗下两大合资汽车品牌厂商继续深化合作，更好的、更加多样化的为客户
提供咨询服务，使 D 品牌和 F 品牌经销商能够更加健康快速发展
本文首先分析了研究的背景及意义，明确了研究的理论基础，采用五力模
型等分析方法，从公司战略目标入手，找出差距以及分析原因。然后，从内外
部情况切入，分析了政治、经济、社会等诸多因素。并利用 SWOT 分析法，剖析
了优势、劣势、机会、威胁，理清了鼎佳公司的发展战略思路
最后， 为了使战略发挥出其应有的作用，使其有效落地，需要合理的规划
和保护，只有这样才能使鼎佳公司长久发展
关键词：
鼎佳公司，五力分析模型，SWOT 分析，战略实施保障III
Abstract
Study on the Strategic Development of auto insurance consulting
business of Insurance Broker Limited Company in ChangChun
With the deepening of China&39;s transformation and transformation, the
importance of the automobile industry is also more prominent. The development of
the automotive industry is also a good one. Changchun Dingjia Insurance Brokerage
Co., Ltd. (hereinafter referred to as Dingjia Company) belongs to the wholly-owned
subsidiary of Y Group of Finance Group in China, and is committed to providing
insurance related consulting services for Y Group and its subsidiaries and joint
venture automobile companies. The The company has been established for ten years,
and Y Group&39;s two well-known joint venture brands D and F brand has many years of
cooperation, and has a good reputation.
In the past few decades, China&39;s rapid economic development process, most of
the car manufacturers and car brand 4S shop to put most of the energy on the sales
side, and strive to quickly seek to expand sales, and in customer service, it is Difficult
to reach the customer&39;s growing demand. With the gradual slowdown in China&39;s auto
sales growth, customer&39;s individual needs are more and more obvious, which on the
major brands of automotive management and dealer side put forward new challenges.
And this one, to provide customers with high-quality car insurance services has
become one of the important development direction. As China&39;s automobile
production and sales for several years has been reelected the world&39;s first, followed by
the Chinese car ownership has exceeded 200 million, which means that the huge car
sales, aftermarket has gradually become the capital of competing capital Game of the
battlefield. So the degree of competition in the market can be imagined. Auto
insurance services in the car after the market is particularly important. Car brand
dealers, how to provide customers with a professional, comprehensive car insurance
services to train more loyal customers become the next hot topic.IV
And as a car brand manufacturers, need to do is for its brand 4S shop to provide
strong support to ensure that the 4S shop to healthy development, not to provide
customers with the best quality service, establish a good reputation. In this context, a
body can help car manufacturers to provide their brand 4S shop auto insurance related
professional advisory services to help its brand dealers better carry out the relevant
auto insurance business is particularly important. Changchun Ding Jia Insurance
Brokerage Co., Ltd. is such a focus on auto insurance services research, risk
consulting insurance intermediaries. Dingjia company to help the car brand 4S shop
to enhance auto insurance services, build a risk management system has many years
of accumulated research and rich experience in the face of growing market demand,
Ding Jia companies need a better time in this history better To seize the opportunity
to vigorously develop the existing insurance consulting business, and Y Group&39;s two
joint venture car brand manufacturers continue to deepen cooperation, better and
more diversified to provide consulting services to customers, so that D brand and F
brand dealers can more Healthy and rapid development.
This paper first analyzes the background and significance of the research,
clarifies the theoretical basis of the research, uses the five-force model and other
analytical methods, starting from the company&39;s strategic objectives, to find out the
gap and analysis of the reasons. Then, from the internal and external situation cut into
the analysis of the political, economic, social and many other factors. And use SWOT
analysis, analysis of the advantages, disadvantages, opportunities, threats, clear the
tripod company&39;s development strategy.
Finally, in order to make the strategy to play its due role, so that the effective
landing, the need for reasonable planning and protection, the only way to make
Dingjia company long-term development.
Keywords：
Changchun Dingjia Insurance Brokerage Co., Ltd，SWOT analysis Porter
five force analysis model，strategy implementationV
目 录
第 1 章 绪论....... 1
1.1 研究背景与意义 .... 1
1.2 研究方法与内容 .... 2
1.3 文献综述与理论基础 ........ 4
第 2 章 鼎佳公司车险咨询业务现状和问题... 9
2.1 鼎佳公司车险咨询业务概况........ 9
2.2 鼎佳公司车险咨询业务的评价.. 13
2.3 鼎佳公司车险咨询业务存在的问题和原因...... 15
第 3 章 鼎佳公司车险咨询业务战略环境分析......... 17
3.1 鼎佳公司车险咨询业务外部环境分析.. 17
3.2 鼎佳公司车险咨询业务内部环境分析.. 24
3.3 鼎佳公司车险咨询业务 SWOT 分析..... 26
第 4 章 鼎佳公司车险咨询业务战略制定及实施..... 29
4.1 鼎佳公司车险咨询业务战略规划的目标.......... 29
4.2 鼎佳公司车险咨询业务发展战略的选择.......... 30
4.3 鼎佳公司车险咨询业务发展战略的实施.......... 31
4.4 鼎佳公司车险咨询业务发展战略实施的保障措施...... 34VI
结 论 ..... 37
参考文献..........
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