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BH人寿天津公司个险业务竞争战略研究_硕士毕业论文DOC

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更新时间:2023/3/23(发布于上海)

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文本描述
摘要
近年来,随着国民经济的增长和人民风险防范意识的提高,我国保险业得到
了稳健快速发展,已经成为世界上第二大保险市场。其中人身险的年保费收入突
破三万亿元,占比保险行业 70%以上,各大中小型保险公司均将人身险中的个险
业务视为核心业务大力发展。大型保险公司凭借其在品牌、资金、产品、团队等
方面的优势攫取了个险业务大部分的市场份额,众多中小型保险公司个险业务的
市场份额在 1%以下,行业竞争呈现寡占格局。发展中小型保险公司个险业务有利
于满足消费者多样化个性化需求,有利于增加个险市场产品有效供给,有利于促
进行业充分竞争,有利于优化市场环境。因此,重新思考中小型保险公司个险业
务如何在激烈的竞争中求生存谋发展是十分必要的。
在此研究背景下,本文将中小型保险公司 BH人寿天津公司个险业务作为研究
对象,以提出问题、分析问题、解决问题为逻辑主线,聚焦 BH人寿天津公司个险
业务的外部发展环境和内部竞争条件,为确立竞争战略构建基本的分析框架。外
部发展环境的分析分为宏观环境和行业环境两个方面,分别使用 PEST分析法和波
特五种竞争力量模型,从中得出机会和威胁;内部竞争条件的分析分为资源条件
和能力条件两个方面,从中得出优势和劣势,进而基于 SWOT矩阵结论确立 BH
人寿天津公司个险业务应选择差异化竞争战略,并将产品差异化、服务差异化、
营销方式差异化作为战略实施重点,从文化保障、人才保障、资源保障、结构保
障四个方面支撑保障差异化竞争战略的实施。
该研究为 BH人寿天津公司个险业务的竞争战略选择提供决策依据,并对同行
企业开展个险业务竞争战略的选择提供参考借鉴。
关键词:保险行业,个险业务,竞争战略,BH人寿天津公司
I

Abstract
In recent years,with the growth of national economy and the improvement of
people's awareness of risk prevention,China's insurance industry has developed steadily
and rapidly,and has become the world's second largest insurance market. Among them,
the annual premium income of life insurance has exceeded 3 trillion yuan, accounting
for more than 70% of the insurance industry, large small and medium-sized insurance
companies take individual insurance business as the core business to develop greatly.
Large insurance companies by virtue of their advantages in brand, capital, products,
teams and other aspects to seize most of the market share of the individual insurance
business, many small and medium-sized insurance companies occupy less than 1% of
market share in the individual insurance business, the industry competition shows a
pattern of oligopoly. The development of small and medium-sized insurance companies
is conducive to meeting the diversified and personalized needs of consumers, to
increasing the effective supply of individual insurance market products, to promoting
full competition in the industry, and to optimizing the market environment. Therefore, it
is necessary to rethink how the individual insurance business of small and
medium-sized insurance companies can survive and develop in the fierce competition.
Under the background of this research, this paper takes the individual insurance
business of BH Life Tianjin Company as the research object, makes putting forward
the problems,analyzing the problems and solving the problems as the logical main line,
focuses on the external development environment and internal competitive conditions of
BH Life Tianjin company's individual insurance business, constructs the basic analysis
framework for establishing the competitive strategy. The analysis of external
development environment is divided into macro environment and industrial
environment, using PEST analysis method and Porter’s five competitive forces model,
from which opportunities and threats are derived, the analysis of internal competitive
conditions is divided into resource conditions and capacity conditions, from which the
advantages and disadvantages are drawn, and then based on the conclusion of SWOT
matrix to establish BH Life Tianjin company's individual insurance business should
choose differentiation competitive strategy, and take product differentiation, service
II

differentiation, marketing mode differentiation as the focus of strategic implementation,
stress cultural guarantee, talent guarantee, resource guarantee and structural guarantee
as supports to the implementation of differentiation competitive strategy.
This study provides the decision-making basis for the competitive strategy
selection of BH Life Tianjin's individual insurance business, and also provides
reference for the choice of competitive strategy for the individual insurance business of
peer enterprises.
Key words: insurance industry,individual insurance business,competitive strategy,
BH Life Tianjin company
III
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