摘要
保险是金融行业中比较重要的行业之一，它在保障国家经济正常稳定发展、完
善社会各种保障制度上起着不可替代的作用。我国的人寿保险行业相较于西方发达
国家起步较晚，受国内经济发展模式的影响，我国保险行业尚处于初级阶段。保险
公司作为保险业的主体也还不够成熟，大多保险公司战略不够清晰，还停留在抢业
务、求生存的水平

信诚人寿保险有限公司由中国中信集团和英国保诚集团合资创建，在国内设立
15 家分公司，其中山东分公司于 2006 年在济南成立。信诚人寿山东分公司自成立以
来取得了一些成绩，呈现出向好的发展态势，但也存在着诸多问题：业务规模偏小，
经营费用不足以支撑业务发展；业务渠道固守成规，没有实现质的突破；机构差异
大，管理难度大；员工职涯规划不够清晰，绩效导向不明显等。基于存在的问题，
运用 PEST 框架、“五力”分析模型、SWOT 战略选择工具制定出公司层战略，即
信诚人寿山东分公司宜采取发展型战略，并要采取后向一体化战略进入保险信托领
域；通过波士顿矩阵分析，得出公司要伺机发展平台型产品，并要尽可能多地从传
统险、投资连接险和分红险中获取利润，用以支撑公司未来发展；竞争战略宜采取
差异化战略，通过产品差异化、渠道差异化和管理差异化实现。最后从调整组织结
构、分类支持不同的机构、启动互联网+业务、优化人力资源管理几方面提出战略实
施的保障措施

关键词 公司战略；竞争战略；后向一体化；差异化；保障措施III
Abstract
Insurance is one of the most important industries in the financial industries. It plays an
irreplaceable role in ensuring the normal and stable development of the national economy
and improving the social security system . Compared with the developed countries, the life
insurance industry in our country starts late. China&39;s insurance industry is still in its initial
stage due to economic development model of China. As the main body of the insurance
industry, most insurance companies strategy is not clear. Their strategy is mainly
competition for business and struggle for survival.
CITIC-Prudential Life Insurance Company is a Joint venture set by CITIC Limited and
Prudential. There are 15 branches in China, Shandong branch was established in Ji&39;nan in
2006. Prudential Life Insurance Shandong branch since its inception has made some
achievements, showing a good development trend, but there are many problems：Business
scale is small, operating expenses are not enough to support business development；No
breakthrough in business channels；management is difficult due to the differences between
organizations; Employee career planning is not clear enough, performance-oriented is not
definite. Based on the existing problems, using the PEST framework, five forces
analysis model, SWOT strategic choice tool to formulate the company strategy. That is
Prudential Life Shandong branch should adopt a development strategy, and to take the
integration strategy to enter the field of insurance trust. By the analysis of the Boston
matrix, it shows that company should develop platform based products, get as much profit
as possible from traditional insurance, investment linked insurance and participating
insurance to support the company&39;s future development. Competitive strategy should adopt
the differentiation strategy by using product differentiation, channel differentiation and
management differentiation. Finally, the paper puts forward the safeguard measures for the
implementation of the strategy in the adjustment of the organizational structure,
classification support different institutions, starting Internet plus business and optimizing
human resources management.
Key words Enterprise strategy；Competitive strategy；Backward integration；
Differentiation；Safeguard measuresV
目 录
摘要 ··I
Abstract··III
第 1章 绪 论 ·· 1
1.1 论文的研究背景· 1
1.1.1 研究背景 · 1
1.1.2 选题意义 · 2
1.2 国内外研究现状· 2
1.2.1 国外研究现状·· 2
1.2.2 国内研究现状·· 3
1.3 研究思路· 4
1.4 研究方法及目标· 5
第 2章 相关理论分析工具·· 7
2.1 PEST 分析模型 ·· 7
2.1.1 政治环境 · 7
2.1.2 经济环境 · 7
2.1.3 社会环境 · 7
2.1.4 技术环境 · 7
2.2 波特五力模型· 7
2.2.1 供方和买主之间的价格议定·· 8
2.2.2 买方的议价能力·· 8
2.2.3 新资源的加入·· 8
2.2.4 替代品的出现·· 8
2.2.5 同业竞争者之间的竞争·· 8
2.3 SWOT 分析技术· 9
2.3.1 优势 · 9
2.3.2 劣势 · 9
2.3.3 机会 · 9
2.3.4 威胁 · 9
第 3章 信诚人寿山东省分公司外部环境分析·11
3.1 宏观环境分析 11
3.1.1 政治环境11VI
3.1.2 经济环境 12
3.1.3 社会环境 15
3.1.4 技术环境 16
3.2 行业发展状况分析16
3.2.1 山东省保险业发展概况·16
3.2.2 “
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