随着近年互联网的飞速发展，以互联网+为核心的互联网、大数据、云计算等新技 术，对于保险业的影响深刻而长远，互联网及移动互联已成为保险机构销售和服务的新 兴渠道。面对互联网金融带来的机遇和挑战，传统保险企业也加快了互联网领域的布局。 保险企业开始从新实施有效的战略管理，将保险业务通过互联网进行延伸，充分利用互 联网方式来进行产品的推广以及服务的提升，还有就是经营优化以及成本的降低，促进 保险和互联网加速融合。 H 寿险公司是经原中国保监会所批准，并于 2011 年成立的具有专业性质的保险公 司，H 寿险公司的业务经营范围包括人寿保险、健康保险、意外伤害保险等各类人身保 险业务。面对保险业的竞争加剧，H 寿险公司希望通过开展互联网业务来增强企业的整 体竞争力，充分利用互联网去接触客户，同时运用新技术为客户提供更方便、更快捷的 差异化服务。 本文通过运用 PEST 宏观环境分析方法、波特五力竞争环境分析方法以及 SWOT 分 析法来对 H 寿险公司进行环境分析，同时根据 H 寿险公司战略目标，制定 H 寿保险公 司互联网业务发展战略，通过分析最终选择以 SO 战略为核心，同时结合 WT、ST 和 WO 战略形成完整的对策，并对战略的实施提供相应的保障，以此来确保 H 寿险公司互 联网业务发展战略得以实施。 关键词，战略管理；保险业务；互联网- II - Research on the Internet Business Development Strategy of H Life Insurance Company Abstract With the rapid development of Internet in recent years, new technologies, such as internet, big data and cloud computing, have profound influence to insurance business, internet and mobile internet have been rising sales channel through insurance agency, internet and mobile interconnection have become new channels for insurance companies to sell and serve. Facing the opportunities and challenges brought by Internet finance, traditional insurance companies have also accelerated the layout of the Internet. Insurance enterprises begin to implement effective strategic management from a new perspective, extending the insurance business to the Internet, make full use of Internet channels to promote products, improve services, optimize operations and reduce costs, promote the integration of insurance and Internet. H Life Insurance Company is approved by China Insurance Regulatory Commission, national professional life insurance company established in 2011, H Life Insurance Company's business scope includes life insurance, health insurance, accident and injury insurance and other types of personal insurance business. Facing the intensification of competition in the insurance industry, H Life Insurance Company hopes to enhance the overall competitiveness of enterprises by carrying out Internet business, make full use of the Internet to reach customers, at the same time using new technology to provide customers with more convenient and faster differentiated services. This thesis will use PEST macro environment analysis method,michael porter's five forces competitive environment analysis method, SWOT analysis method to environmental analysis of H Life Insurance Company, at the same time, according to the strategic objectives of H Life Insurance Company, to formulate the development strategy of H Life Insurance Company's Internet business. Through analysis, the SO strategy is chosen as the core, at the same time, it combines WT, ST and WO strategies to form complete countermeasures, and provide corresponding guarantee for the implementation of the strategy, in order to ensure the implementation of H Life Insurance Company's Internet business development strategy. Key Words，Strategic management; Insurance business; Internet- III - 目 录 摘要.............................................................................................................................I Abstract ............................................................................................................................. II 1 绪论.............................................................................................................................. 1 1.1 研究背景........................................................................................................... 1 1.2 研究意义........................................................................................................... 2 1.3 研究内容与方法............................................................................................... 3 1.3.1 研究内容................................................................................................ 3 1.3.2 研究方法................................................................................................ 3 1.4 研究思路及技术路线图................................................................................... 3 2 相关理论概述.............................................................................................................. 5 2.1 互联网保险....................................................................................................... 5 2.2 企业战略管理................................................................................................... 5 2.3 企业战略管理分析工具................................................................................... 7 2.3.1 PEST 分析.............................................................................................. 7 2.3.2 波特五力分析........................................................................................ 8 2.3.3 SWOT 分析............................................................................................ 8 3 H 寿险公司环境分析 .................................................................................................. 9 3.1 宏观环境分析................................................................................................... 9 3.1.1 政策环境分析........................................................................................ 9 3.1.2 经济环境分析........................................................................................ 9 3.1.3 社会环境分析...................................................................................... 10 3.1.4 技术环境分析...................................................................................... 11 3.2 市场需求分析................................................................................................. 12 3.2.1 市场规模分析...................................................................................... 12 3.2.2 消费者需求分析.................................................................................. 13 3.2.3 保险业发展趋势.................................................................................. 14 3.3 行业竞争环境分析......................................................................................... 16 3.3.1 供应商讨价还价能力.......................................................................... 16 3.3.2 消费者的讨价还价能力...................................................................... 16 3.3.3 潜在进入者分析.................................................................................. 16 3.3.4 替代品分析.......................................................................................... 17- IV - 3.3.5 竞争对手分析...................................................................................... 17 3.4 内部环境分析................................................................................................. 18 3.4.1 资源分析.............................................................................................. 18 3.4.2 公司能力分析...................................................................................... 20 3.5 SWOT 分析..................................................................................................... 22 3.5.1 机会分析.............................................................................................. 22 3.5.2 威胁分析.............................................................................................. 23 3.5.3 优势分析.............................................................................................. 23 3.5.4 劣势分析.............................................................................................. 24 3.5.5 SWOT 矩阵分析.................................................................................. 26 3.6 H 寿险公司的问题分析 ................................................................................. 26 4 H 寿险公司互联网业务发展战略分析与战略选择 ................................................ 28 4.1 SO 战略........................................................................................................... 28 4.2 WO 战略 ......................................................................................................... 30 4.3 WT 战略.......................................................................................................... 31 4.4 ST 战略 ........................................................................................................... 33 4.5 战略目标的设定............................................................................................. 34 4.6 战略选择......................................................................................................... 35 4.7 战略实施......................................................................................................... 36 5 H 寿险公司互联网业务渠道战略实施保障............................................................39 5.1 加强团队人才的建设..................................................................................... 39 5.2 做好互联网业务的运营及增值服务............................................................. 39 5.3 塑造企业互联网文化..................................................................................... 40 结 论..............................................................................................................................42