I 摘要 改革开放以来，我国保险业取得了长足的发展，市场竞争体系日益完善，行 业竞争力不断增强，已成为促进经济发展、维护金融安全、改善民生保障、创新 社会治理的重要力量。个险业务作为保险业销售最重要的组成部分，自1992年 引入我国以来，对我国保险业的发展起到了巨大的推动作用。 当前，随着科技发展日新月异，行业监管愈加严格，我国保险业已步入转型 升级的新时代。保险新时代对人身险公司，特别是对居于战略地位的个险业务， 提出了严峻挑战，同时也带来了新的发展机遇。 本文以PA人寿烟台中支个险业务为案例，就人身险公司个险业务如何在保 险业新一轮转型升级的大潮中，优化业务渠道建设、拓宽业务边界、提升业务效 能展开论述。从分析个险业务所面临的机遇和挑战、自身的优势和不足出发，系 统分析个险业务在目前市场环境下的竞争状况，然后根据策略目标，进而提出PA 人寿烟台中支个险业务应充分发挥科技优势、品牌优势和综合金融优势，以取得 快速发展。 关键词:人身保险；个险业务；竞争策略 ABSTRACT II ABSTRACT Since the reform and opening-up, China's insurance industry has made great progress, the increasingly completed market competition system and the continuously growing competitiveness, has become an important force for promoting economic development, maintaining financial security, improving people's livelihood security and innovating society governance. As the most important portion of insurance sales, individual insurance business has played a huge role in boosting the development of China’s insurance industry since its introduction in 1992. At present, with the rapid innovation of science and technology, the stricter supervision, China's insurance industry has entered a new era of transformation and upgrading, which brings severe challenges and new development opportunities for the life insurance companies, especially the individual insurance business in the strategic position. Based on the case study of PA Life Insurance’s Yantai Branch, this article discusses how to optimize the channel construction, expand the business scope and improve the business efficiency for insurance industry in its new tide of transformation and upgrading. Starting from the analysis of the opportunities and challenges faced by the business, its own advantages and disadvantages, this article systematically analyzes the competition status of the individual insurance business in the current market environment, and then according to its own strategic objective, proposed that the individual insurance business of PA Life Insurance’s Yantai Branch shall exploit the technological advantages, brand superiority,and the comprehensive financial advantages so as to achieve rapid development. Key Words: Life insurance; Individual insurance business; Competitive strategy 目录 III 目录 第一章 绪论 ............................................................................................. 1 第一节 选题背景与意义 ..................................................................................... 1 一、 选题背景 ..................................................................................................................... 1 二、 选题意义 ..................................................................................................................... 1 第二节 研究思路与研究内容 ............................................................................. 2 一、 研究思路 ..................................................................................................................... 2 二、 研究内容 ..................................................................................................................... 3 第三节 文献综述与研究方法 ............................................................................. 3 一、 文献综述 ..................................................................................................................... 3 二、 研究方法 ..................................................................................................................... 5 第二章 相关理论及分析工具 ................................................................. 7 第一节 相关理论概述 ......................................................................................... 7 第二节 主要分析工具 ......................................................................................... 7 一、 PEST分析模型 .......................................................................................................... 7 二、 波特五力模型 ............................................................................................................. 8 三、 SWOT分析模型 ........................................................................................................ 8 四、 STP理论 ..................................................................................................................... 9 第三章 PA人寿烟台中支个险业务外部环境分析 ............................. 10 第一节 PA人寿烟台中支个险业务经营现状 ................................................. 10 一、 烟台人身险市场发展现状 ....................................................................................... 10 二、 PA人寿烟台中支个险业务发展现状 ..................................................................... 10 第二节 PA人寿烟台中支个险业务宏观环境分析 ......................................... 13 一、 政治法律环境 ........................................................................................................... 13 二、 经济发展环境 ........................................................................................................... 14 三、 社会文化环境 ........................................................................................................... 15 四、 技术发展环境 ........................................................................................................... 16 目录 IV 第三节 竞争环境分析 ....................................................................................... 16 一、 现有竞争者的竞争 ................................................................................................... 17 二、 市场新进入者的威胁 ............................................................................................... 18 三、 替代品的威胁 ........................................................................................................... 19 四、 购买者的议价能力 ................................................................................................... 22 五、 供应商的议价能力 ................................................................................................... 23 第四节 PA人寿烟台中支个险业务的机会和威胁 ......................................... 24 一、 PA人寿烟台中支个险业务存在的机会 ................................................................. 24 二、 PA人寿烟台中支个险业务面临的威胁 ................................................................. 25 第四章 PA人寿烟台中支个险业务资源能力分析 ............................. 27 第一节 资源分析 ............................................................................................... 27 一、 人力资源分析 ........................................................................................................... 27 二、 财务资源分析 ........................................................................................................... 28 三、 管理资源分析 ........................................................................................................... 29 四、 技术资源分析 ........................................................................................................... 30 五、 品牌资源分析 ........................................................................................................... 31 第二节 能力分析 ............................................................................................... 31 一、 渠道建设能力 ........................................................................................................... 31 二、 销售服务能力 ........................................................................................................... 32 三、 人才培训能