摘要
当前国际保险业呈现网络保险发展迅速、市场集中程度提高与创新层出不穷的典型
特征,我国保险业尤其是财产险行业也已进入深化改革、全面开放、加快发展的新阶段,
既呈现寡头垄断及严格监管的典型特征,又具有广阔的发展前景。

本文对HA公司的发展情况进行了介绍,借助PEST分析模型对HA公司的外部发展环
境进行了分析,在对未来五到十年中国保险业行业环境进行预测的同时,采用迈克尔波
特的“五力模型”,对HA公司所处行业环境的一些关键性结构特征进行了分析。并运用
波士顿矩阵模型对HA公司的资源均衡状况进行了分析,揭示了投资业务和学贷险业务是
HA公司的核心竞争力。综合HA公司的内部优势、弱点与外部机遇以及威胁,建立了 SWOT
分析模型,提出了 HA公司的发展战略目标及规划,认为HA公司适合釆用差异化战略,
确定了以差异化为基础,以网络销售为引擎,以学贷险业务和投资业务为核心竞争力的
控股集团的发展战略规划。为确保战略的顺利实施,提出了四点执行建议。

本文认为,只要HA公司能够成功应对车险费率市场化的冲击,确保占其总收入九成
以上的车险业务实现承保盈利,且牢牢抓住客户消费偏好改变掀起的网络保险热潮,通
过网络保险扭转自身在客户关系管理、营销模式单一这两个方面的劣势,不但能够实现
既定的战略目标,完成HA公司的历史使命,而且能为民族中小保险公司探索出一条差异
化发展之路。

关键词:产险业;差异化;网络销售;保证保险;保险投资
Abstract
Current international insurance has many typical features, such as rapid development of
network insurance and improvement of the degree of market concentration and innovation.
China's insurance industry, especially the property insurance industry, has entered the deepening
stage of reform, fully open and acceleration. It has broad prospects for development.
After introducing the development of HA, the PEST analysis model is used to analyze the
external development environment of HA. With forecasting China's insurance industry
environment in the next five to ten years, some key structural features of the HA's industry
environment are analyzed with Michael Potter's five forces model. Then, the Boston matrix
model is used to analyze the HA's resources imbalance to reveal the core competitiveness of HA
in investment business and academic credit insurance business. HA's development strategic
goals and planning are proposed by the integrated internal strength, vulnerability, external
opportunity and threat analysis with the SWOT model. Suitable differentiation strategies should
be taken by HA. In order to ensure the smooth implementation of the strategy, four
implementation recommendations are put forward.
As long as HA can successfully deal with the impact of market-orientation of the auto insurance,
it is ensured to be accounted for more than 90% of the total income of the auto insurance
business, and firmly grasp the network insurance boom of customers' preferences. By reversing
its disadvantage in the customer relationship management and single marketing mode with
internet insurance, it will not only be able to achieve the strategic objectives, but also to explore
a differentiated development path for small and medium-sized insurance companies in China.
At the same time, the real history mission of the HA will be completed.
Keywords: Property Insurance; Differentiation; Network Marketing; Guarantee Insurance;
Insurance Investment