根据竞争战略管理相关理论,本文通过战略分析、战略构造、战略实施,对
山东人保财险公司竞争战略进行全面、系统地研究,并在此基础上得出新形势下
山东人保财险公司应实行的竞争战略,并拟定保障措施,以全面提高企业在市场
上的竞争力,在激烈的市场竞争中保持竞争优势。
本文首先运用宏观环境分析方法,从经济、政治、社会、技术等方面对山东
人保财险公司所面临的宏观环境进行了详细的分析,然后,运用波特五力模型全
面的分析山东财产险行业竞争环境,并对平安财险、太保财险等主要竞争对手进
行了分析,总结了外部机会与威胁。其次,从品牌、资金、机构网络、服务、客
户、人冰和技术等方面论述了企业拥有的资源,从风险管控、产品创新、营销渠
道分析了企业的能力,总结了内部优势与劣势。在此基础上,进行SWOT矩阵分析
及可选竞争战略的比较分析,确定山东人保财险公司应釆用差异化竞争战略,并
从品牌、产品、营销渠道、服务能力等方面着手实施差异化竞争战略。在战略制
定中注重价格竞争替代方案的研究,并强调针对不同市场实行不同的渠道策略,
避免传统营销渠道、新兴营销渠道的冲突,这是本文的创新之处。最后,本文论
述了实施竞争战略的保障措施,包括经营管理模式优化、人员队伍建设、企业文
化建设等内容。
关键词:保险竞争战略差异化竞争
山东大学硕士学位论文
ABSTRACT
PICC P&C Shandong Branch is the largest non-life insurance company with the
longest history in Shandong China.In its practice of serving the overall economy and
customers, PICC P&C Shandong Branch has created and consolidated its competitive
advantages as a market leader.With the rapid increase of market entity in insurance
industry, the competition in Shandong District is becoming more and more fierce.
Although PICC P&C Shandong Branch possesses major share of the Shandong
insurance market, it faces many difficulties and challenges.Enterprise Competitive
Strategy is the effective way to raise enterprise competition.Hence,to create enterprise's
competitive strategy based on its own external and internal environment is significant.
Based on the relative theory of Competitive Strategy,the paper has a
comprehensive and systematic study on competitive strategy of PICC P&C Shandong
Branch.lt draws a conclusion that differentiation strategy is the best choice to PICC
P&C Shandong Branch. Through it,the enterprise can improve the competitiveness in
the market to maintain the advantage in the fierce market competition.
First of all,the paper analyses the macro environment,mainly with the point of
Political,Economic,Social and Technological .And the paper use Michael Porter's Five
Forces Model to analyses competitive insurance industry in Shandong District.Through
the analysis of Pin An Property Insurance Co.ltd,China Pacific Property Insurance
Co.ltd, the paper concludes the external opportunities and challenge.Secondly,the paper
analyses the internal advantage and disadvantage from the resources(brand、capital、
network、service、customer, etc) and capabilities (risk control、innovation、marketing).
Based on this, the paper points that differentiation strategy is the best to PICC P&C
Shandong Branch through the SWOT analysis and optional Competitive Strategy. In the
study the paper not only focuses on price competitive alternatives in the strategy
formulation,but also emphasizes the distinction between different markets.Besides,it
points out the importance of avoiding the conflict of traditional channels and new
channels.lt is where the innovation of this paper lies.At last, the paper elaborates the
ensurement to Competitive Strategy of PICC P&C Shandong Branch, including
Optimization of Operation and Management, Human resources Management and
Promotion of Enterprise Culture.
Key words: Insurance Competitive Strategy Differentiation strategy
==>>