聊城市分公司面临的外部机会有:国家支持保险业改革发展、聊城经济高速
增长、需求旺盛、保险意识逐渐增强、行业技术丰富且成熟、替代品威胁较弱、
竞争主体开始合作共赢等几个方面;同时聊城市分公司面临的主要威胁有:供应
商和购买者的议价能力强、潜在竞争者进入能力强、价格战仍然存在等。
聊城市分公司的内部优势主要包括:产品幵发能力强、直销渠道稳定、承保
模式领先、理赔模式领先、内控省集中管理、制度完善、领导班子优秀等;同时
聊城市分公司内部的劣势主要表现在组织架构不适宜、个人代理营销管理落后、
专兼业渠道维护能力差、人力资源管理落后、信息技术支持能力不强、客户服务
能力不强等方面。
本文通过比较分析得出结论:差异化战略是聊城市分公司竞争战略的必然选
择。聊城市分公司应从以下几方面实施差异化战略:幵发适合客户需求的差异化
产品;实施差异化市场营销;推行差异化承保服务和差异化理赔服务。同时,聊
城市分公司应采取以下措施,保障战略有效实施:通过树立差异化理念、革新组
织结构、打造执行力体系来改善运营基础;通过强化员工培训、完善考核激励机
制、改善人员结构来强化人力资源管理;通过服务标准化体系建设、客户资源管
理、投诉管理提升客户服务水平;通过服务外包和省集中,提高信息技术和内控
对差异化战略的支持;制定严格的战略实施控制体系。
本文的研究不仅有助于聊城市分公司的核心竞争力建设,使之在激烈的市场
竞争中获得竞争优势,同时,本文研究得出的结论对系统内兄弟公司也具有一定
的借鉴意义。
关键词:财产保险;聊城市分公司;竞争战略;差异化战略
山东大学硕士学位论文
ABSTRACT
Liao Cheng Branch is a branch of the People's Insurance Company of China which
mainly engaged in Liao Cheng City and it's mainly business fields are property
insurance, motor vehicle insurance, liability insurance. In recent years, Liao Cheng
Branch has done business very well with a high-speed and pulled it's premium income
up to 350M RMB. However Liao Cheng Branch is facing many challenges due to
gradually intensified competition in the market. At present, Liao Cheng Branch is
analyzing, demonstrating and designing a suitable competitive strategy, therefore it is in
a crucial period of strategic transition.
The outside chances for Liao Cheng Branch are as follows: national support for
reform and development of the insurance industry,Liao Cheng City's high economic
growth, exuberant demands, the increase of insurance consciousness, the abundant and
mature technology in insurance, a weaker threat of substitutes, win-win cooperation in
main competitors; on the other hand Liao Cheng Branch is facing many threats such as
a stronger bargaining power from the suppliers and the buyers, the entering of potential
competitors and the existing price war.
The internal advantages of Liao Cheng Branch mainly include stronger product
development ability, solid direct selling ability, leading mode of both underwriting and
claims, centralized management from the Province Branch, leadership excellence, and
system perfection. While the internal inferiorities of Liao Cheng Branch are mainly as
follows: the unsuitable organizational structure, backward management of the personal
agents,facultative channel maintenance ability, backward human resources management,
worse IT ability and customer service capability etc.
By comparing analysis this paper concludes that differentiation strategy is an
inevitable choice of competition strategy for Liao Cheng Branch. Liao Cheng Branch
should implement differentiation strategy in the following aspects: to develop different
products that fits customer's needs; to implement different marketing management; to
provide different underwriting and claims services. At the same time Liao Cheng
Branch should do the following works to make sure the efficient implement: to improve
operation foundation by establishing differentiation strategy concept, innovating the
organization structure and building the execution system; to strengthen human recourses
management by staff training, perfecting the assessment and incentive system and
improving staff structure; to enhance customer service level by constructing customer
service standard, implementing customer resource management and complaints
management; to enhance the support to differentiation strategy from IT by IT
outsourcing and internal control centralization; to make strict control system of strategy
implementation.
This paper not only contributes to the construction of core competitiveness of Liao
Cheng Branch so that it could gain competitive advantages in fierce competition but
also give some suggestions to other branches of the People's Insurance Company of
China.
Key words: Property Insurance; Liao Cheng Branch; Competitive Strategy;
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