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MBA硕士毕业论文_平财险公司责任保险业务战略研究PDF

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中国经济呈现长期向好的发展态势,现阶段中国发展处于并将长期处于重 要战略机遇期,中国保险业进入了发展的新时代,成为一个具有巨大发展潜 力 且不断趋于成熟、竞争不断加剧的行业,而责任保险具有较强的社会管理功能 和公益性质的属性,在化解事故矛盾、解决法律赔偿纠纷中起到的作用越来越 显著,政府职能的 转变、社会经济转型为责任保险业做大做强提供了更大的发 展空间,责任保险正处于最好的历史发展机遇期,增长势头迅猛,已成为财产 保险市场的重要增长极。太平财险是一 家全国性的财产保险公司,近年来业务 发展迅速,市场规模和影响力稳步提升,跻身第二梯队,但责任保险业务发展 落后于大市,市场份额低,市场竞争力不足。因此,如何提 升责任保险业务市 场竞争力并实现可持续性发展,探索并制定太平财险责任保险业务战略具有较 强的实践指导意义。 基于以上研究背景,本文在运用企业战略管理相关理论的基 础上,首先, 利用PEST分析方法对外部宏观环境进行分析,运用“五力分析模型”和CPM矩 阵等分析工具对责任保险行业及市场环境进行分析,从企业资源、竞争能力、 经营现 状、企业文化等方面对太平财险的内部环境进行分析,根据内外部因素 分析可知太平财险责任保险发展的机遇大于威胁,具有一定的竞争优势。其次, 综合太平财险的外部机遇 与威胁、内部优势与劣势,建立了SWOT分析模型,制 定了多条业务战略的备选战略,通过QSPM矩阵对备选战略进行战略定量选择, 确定差异化战略为太平财险责任保险当前的最 佳战略。再次,根据选择的差异 化战略,制定适合太平财险责任保险的产品差异化、渠道差异化、服务差异化 的实施方案,建立与实施方案配套的保障措施和评价方案,有效地 保障差异化 战略的执行。 本文研究所形成的思路和见解,有助于太平财险建立责任保险业务竞争体 系,提升责任保险业务市场竞争力,不断扩大市场份额,实现责任保险业务可 持续发展。 关键词:太平财险,责任保险,业务战略,差异化战略 MBA学位论文 作者:李舒浪 太平财险公司责任保险业务战略研究 IV RESEARCH ON LIABILITY INSURANCE BUSINESS STRATEGY OF TAIPING GENERAL INSURANCE CO.,LTD. Abstract China's economy has shown a long-term positive development trend. At this stage, China's development is in and will be in a long period of major strategic opportunities. China's insurance industry has entered a new era of development, and has become a industry with huge development potential, constantly approaching maturity and intensifying competition. while liability insurance has strong social management functions and public welfare attributes, and has played an increasingly significant role in resolving the contradictions caused by accidents and legal compensation disputes. Transformations of government functions and socio-economic shall provide the greater space to make liability insurance develop bigger and stronger. Liability insurance is in the best development opportunity period ever since, with rapid growth, and she has become an important growth point in the property and casualty insurance market. TaiPing General Insurance Company (hereinafter referred to as Taiping General) is a nationwide P&C insurance company. In recent years, with rapid business development, the market scale and corporate influence have been increased steadily year by year, and she has entered the second echelon. However, the development speed of liability insurance business lags behind the market’s, and it caused the low market share and lack of market competitiveness. Therefore, it has strong practical significance how to accelerate the sustainable development of liability insurance, enhance the market competitiveness, and explore and formulate a business strategy of TaiPing General liability insurance. In view of the above research background, based on the theory of corporate strategic management, first, this article uses the PEST Analysis Model to analyze the external macro environment, and uses the Five Force Model and CPM Matrix to analyze the liability insurance industry and market situation, and then analyze the MBA学位论文 作者:李舒浪 太平财险公司责任保险业务战略研究 V internal environment of TaiPing General from the aspects of enterprise resources, competitiveness, business situation, corporate culture, etc. According to internal and external factors analysis, we can see that the development opportunities for liability insurance of TaiPing General outweigh threats, and there is a certain competitive advantage. Secondly, this article build SWOT Matrix by opportunities and threats from external and advantages and disadvantages from internal of TaiPing General, and formulate multiple alternative business strategies, and then do the quantitatively selection from the alternative strategies through the QSPM Matrix and determine the differentiation strategy is the best current strategy for TaiPing General. Third, according to the selected differentiation strategy, formulate a practical implementation plan suitable for the product differentiation, business channel differentiation and service differentiation of TaiPing General, and establish safeguard measures and evaluation schemes matching the implementation plan, and then effectively guarantee the differentiation strategy implementation. The ideas and insights formed in the research of this article have contribute to establish the business competition system for TaiPing General's liability insurance, improve the market competitiveness of the liability insurance, continuously expand market share, and achieve sustainable business development of the liability insurance. Key words: TaiPing General Insurance, Liability Insurance, Business strategy, Differentiation strategy MBA学位论文 作者:李舒浪 太平 财险公司责任保险业务战略研究 VI 目 录 中文摘要 ............................................... Ⅲ ABSTRACT ............................................... Ⅳ 第一章 绪论 ............................................. 1 1.1 研究背景与意义 ...........................................1 1.1.1 研究背景 .............................................1 1.1.2 研究意义 .............................................3 1.2 太平财险公司介绍 .........................................3 1.3 研究内容及思路 ...........................................5 1.3.1 研究内容 .............................................5 1.3.2 研究思路及技术路线图 ..................................5 1.4 研究方法与工具 ...........................................7 1.4.1 研究方法 .............................................7 1.4.2 研究工具 .............................................7 第二章 相关理论概述..................................... 10 2.1 企业战略管理理论 ........................................10 2.2 竞争战略理论 ............................................10 2.3 行业生命周期理论 ........................................11 2.4 价值链理论 ..............................................12 2.5 顾客价值中心理论 ........................................13 2.6 文献综述................................................13 第三章 太平财险责任保险业务战略外部环境分析 ............. 15 3.1 宏观环境分析 ............................................15 3.1.1 政治环境分析 ........................................15 3.1.2 经济环境 分析 ........................................17 3.1.3 社会文化环境分析 ....................................18 3.1.4 科技环境分析 ........................................20 3.2 行业与市场环境分析 ......................................22 3.2.1 行业分析 ............................................22 MBA学位论文 作者:李舒浪 太平财险公司责任保险业务战略研究 VII 3.2.2 市场分析 ............................................23 3.2.3 市场竞争分析 ........................................25 第四章 太平财险责任保险业务战略内部环境分析 ............. 27 4.1企业资源分析 ............................................27 4.1.1有形资源分析.........................................27 4.1.2 无形资源分 析 ........................................28 4.1.3 人力资源分析 ........................................28 4.2 企业竞争能力分析 ........................................29 4.2.1 产品研发能力分析 ....................................29 4.2.2 市场营销能力分析 ..................................