C 财险公司浙江分公司于 2002 年开业，是一家综合性财产保险公司。在浙 江省内拥有 129 家营业机构，机构规模居当地行业第三，保费规模在开业初期曾 位居市场第二。但随着改革开放的全面深化，新兴互联网保险公司的兴起，保险 市场竞争日趋激烈，C 财险公司浙江分公司的市场份额也跌落至第七位。如何在 激烈的市场竞争中摆脱困境，实现健康可持续的发展，成为公司急需解决的重要 课题。 本文从 C 财险公司浙江分公司的困局出发，运用了 PEST 环境分析法、波特 的五力模型分析法、EFE 矩阵和 IFE 矩阵分析等工具，首先对 C 财险公司浙江 分公司的外部环境、内部环境进行了综合分析和机遇威胁、优劣态势的梳理；其 次使用SWOT分析法和BCG矩阵分析法为C财险公司浙江分公司确定了公司总 体发展战略；最后为实现公司总体战略，制定出相应的竞争战略。 本文可能的创新之处在于，作者提出 C 财险公司浙江分公司应采取增长型 发展战略，从产品、客户、渠道和机构四个方面着手实施差异化的竞争战略，并 从企业文化、人才队伍、组织结构、财务管理、合规能力、信息技术、客服能力 以及打造商业生态圈八个方面给出了保障战略实施的各项措施建议。希望本文课 题能给浙江市场上的同类型中小财险公司的战略研究制定提供参考。 关 键 词，战略研究，中小财险公司，差异化战略，SWOT 论文类型，应用/专题研究浙江工业大学硕士学位论文 C 财险公司浙江分公司发展战略研究 THE RESEARCH ON DEVELOPMENT STRATEGY OF C PROPERTY INSURANCE COMPANY ZHEJIANG BRANCH ABSTRACT C Property Insurance Company Zhejiang Branch opened in 2002 and is a comprehensive property insurance company. There are 129 business organizations in Zhejiang Province, and the scale of the organization ranks third in the local industry. The premium scale ranked second in the market at the beginning of the opening. However, with the deepening of reform and opening up, the rise of emerging Internet insurance companies, and the increasingly fierce competition in the insurance market, the market share of C Property Insurance Company Zhejiang Branch also fell to seventh place. How to get rid of the predicament in the fierce market competition and achieve healthy and sustainable development has become an important issue that the company urgently needs to solve. This paper starts from the dilemma of C Property Insurance Company Zhejiang Branch, and uses PEST environmental analysis method, Porter's five-force model analysis method, EFE matrix and IFE matrix analysis tools: firstly, the external and internal environment of C Property Insurance Company Zhejiang Branch were comprehensively analyzed and the opportunities and threats were summarized. Secondly, the SWOT analysis method and the BCG matrix analysis method were used to determine the overall development strategy of the C Property Insurance Company Zhejiang Branch. Finally, in order to achieve the overall strategy of the company, the corresponding competitive strategy is formulated. The possible innovation of this paper is that the C Property Insurance Company Zhejiang Branch should carry out the differentiation strategy from four aspects: product, customer, channel and organization, and from eight aspects: enterprise浙江工业大学硕士学位论文 C 财险公司浙江分公司发展战略研究 culture, talent team, organizational structure, financial management, compliance ability, information technology, customer service ability and building business ecosphere. The measures and suggestions for ensuring the implementation of the strategy are given. It is hoped that this paper can provide reference for the strategic research and formulation of the same type of small and medium-sized property insurance companies in Zhejiang market. KEY WORDS: Strategic research;Small and medium-sized property insurance companies;Differentiation strategies;SWOT TYPE OF DISSERTATION / THESIS: Application Research浙江工业大学硕士学位论文 C 财险公司浙江分公司发展战略研究 目 录 1 绪论.......................................................................................................1 1.1 C 财险公司浙江分公司概况 ......................................................................1 1.2 研究背景及意义 ..........................................................................................1 1.2.1 研究背景................................................................................................1 1.2.2 研究意义................................................................................................2 1.3 研究内容及方法 ..........................................................................................4 1.3.1 研究内容................................................................................................4 1.3.2 研究方法................................................................................................5 1.4 难点及可能的创新之处 ..............................................................................5 1.4.1 难点........................................................................................................5 1.4.2 可能的创新之处....................................................................................6 2 相关理论及方法综述 ..........................................................................7 2.1 相关研究综述..................................................................................................7 2.1.1 国外研究................................................................................................7 2.1.2 国内研究................................................................................................8 2.1.3 小结与启示..........................................................................................10 2.2 竞争战略理论................................................................................................ 11 2.2.1 成本领先战略...................................................................................... 11 2.2.2 差异化战略.......................................................................................... 11 2.2.3 集中化战略..........................................................................................12 2.3 相关方法概述................................................................................................14 2.3.1 PEST 分析法 ........................................................................................14 2.3.2 五力模型..............................................................................................14 2.3.3 EFE 矩阵和 IFE 矩阵 ..........................................................................15 2.3.4 SWOT 分析法 ......................................................................................15 3 C 财险公司浙江分公司外部环境分析.............................................17 3.1 宏观环境分析................................................................................................17 3.1.1 政治环境 P ..........................................................................................17 3.1.2 经济环境 E ..........................................................................................18 3.1.3 社会环境 S ..........................................................................................19 3.1.4 技术环境 T ..........................................................................................20浙江工业大学硕士学位论文 C 财险公司浙江分公司发展战略研究 3.2 行业整体环境分析........................................................................................21 3.2.1 保费规模快速增长..............................................................................21 3.2.2 市场主体逐年增加..............................................................................23 3.2.3 经营绩效..............................................................................................24 3.3 行业竞争结构分析........................................................................................24 3.3.1 行业内竞争者之间的竞争..................................................................24 3.3.2 潜在进入者..........................................................................................25 3.3.3 替代品的竞争......................................................................................26 3.3.4 买方的议价能力..................................................................................27 3.3.5 卖方的议价能力..................................................................................27 3.4 外部因素地综合评价....................................................................................27 3.4.1 机会......................................................................................................28 3.4.2 威胁......................................................................................................28 3.4.3 外部因素评价矩阵..............................................................................28 4 C 财险公司浙江分公司内部环境分析.............................................31 4.1 资源和能力分析............................................................................................31 4.1.1 机构组织资源......................................................................................31 4.1.2 人力资源..............................................................................................33 4.1.3 财务能力..............................................................................................34 4.1.4 公司文化..............................................................................................37 4.2 内部因素的综合评价....................................................................................38 4.2.1 优势......................................................................................................38 4.2.2 劣势......................................................................................................38 4.2.3 内部因素评价矩阵..............................................................................38 5 C 财险公司浙江分公司发展战略制定.............................................41 5.1 C 财险公司浙江分公司 SWOT 矩阵分析....................................................41 5.2 C 财险公司浙江分公司 BCG 矩阵分析.......................................................43 5.3 C 财险公司浙江分公司公司战略制定.........................................................45 5.3.1 C 财险公司的战略演变.......................................................................45 5.3.2 C 财险公司浙江分公司总体战略.......................................................46 5.3.3 C 财险公司浙江分公司战略目标分解...............................................46 5.3.4 C 财险公司浙江分公司市场定位.......................................................47 5.4 C 财险公司浙江分公司竞争战略确定.........................................................47 5.4.1 产品差异化战略..................................................................................49 5.4.2 客户差异化战略..................................................................................50浙江工业大学硕士学位论文 C 财险公司浙江分公司发展战略研究 5.4.3 渠道差异化战略..................................................................................51 5.4.4 机构差异化战略..................................................................................52 6 C 财险公司浙江分公司战略实施的对策建议.................................55 6.1 加强企业文化建设........................................................................................55 6.2 壮大专业人才队伍........................................................................................56 6.3 优化组织职能结构........................................................................................57 6.4 强化财务管理能力........................................................................................58 6.5 增进合规经营能力........................................................................................58 6.6 提高科技信息技术........................................................................................59 6.7 提升客户服务能力........................................................................................60 6.8 打造“共进”商业生态圈 ................................................................................60 结论...........................................................................................................63 7.1 结论................................................................................................................63 7.2 存在不足和今后努力方向............................................................................63