摘要
摘要
保险行业在我国全面恢复保险经营之后的四十年时间里取得了举世瞩目的发展，其
中财产保险行业取得的进步更是我国经济快速发展的一个缩影。我国财产保险市场是典
型的寡头垄断市场，车险保费占比大是则是行业的一大特点，随着商业车险费率改革的
不断深入，行业竞争日趋激烈，以传统意义上的大公司为主的市场主体为了争抢业务，
非理性的投放市场费用，大批中小保险公司被迫跟进，导致整个行业尤其是中小保险公
司的经营成本率大幅提高，使得各公司面临巨大经营压力。中小公司如何在艰难的在行
业竞争中得以生存，成了每家主体亟需解决的重要课题。
本文以我国财产保险业作为研究背景，以战略管理相关理论为基础，以 B财险公司
广东分公司这一地方性国有控股中小财产保险公司省级分公司的市场竞争战略为研究
对象，深入分析了其所处的宏观经济环境、行业环境，并对其市场竞争现状和竞争优势
进行了全面的梳理和分析，发现了其在品牌影响力及服务能力不足、创新转型水平有待
提高、业务渠道来源单一、车险业务占比过高、非车险业务发展缓慢、队伍不稳定且战
斗力较弱、业务系统落后且存在隐患等方面存在的诸多问题。针对 B财险公司广东分公
司在市场竞争中面临的这些问题，本文从差异化产品战略、差异化服务战略、差异化渠
道战略、管理体制创新和组织结构优化战略、人力资源管理水平提升战略、企业文化建
设战略、品牌建设战略、资源投放科学管理战略、全面风险管理战略和强化内控合规管
理战略等方面构建了 B财险公司广东分公司的市场竞争战略，同时为了确保竞争战略的
顺利实施，分别从基础建设保障、能力建设保障、创新建设保障和转型升级保障四个方
面设计了相关的配套保障措施。旨在帮助 B财险公司广东分公司在激烈的市场竞争中获
得充分的竞争优势。
本文开展的相关研究和分析，对 B财险公司广东分公司创新转型发展具有较强的指
导作用，也对其他国内中小保险公司的业务发展具有一定的借鉴作用。
关键词：财产保险，地方国有控股，市场竞争战略
I

西北大学硕士学位论文
ABSTRACT
The insurance industry has made remarkable development in the 40 years after China's
comprehensive restoration of insurance operation, among which the progress made by the
property insurance industry is an epitome of China's rapid economic development. China's
property insurance market is a typical oligopoly market, and the large proportion of auto
insurance premium is a major feature of the industry. With the deepening of the reform of
commercial auto insurance premium rate, the industry competition is becoming increasingly
fierce. In order to compete for business, a large number of small and medium-sized insurance
companies are forced to follow up, As a result, the operating cost rate of the whole industry,
especially small and medium-sized insurance companies, has increased significantly, making
companies face great operating pressure. How small and medium-sized companies survive in
the difficult industry competition has become an important issue that needs to be solved by
each subject.
This paper takes China's property insurance industry as the research background, based
on the relevant theories of strategic management, and takes the market competition strategy of
Guangdong Branch of B property Insurance Company, a provincial branch of a local
state-controlled small and medium-sized property insurance company, as the research object.
in-depth analysis of its macroeconomic environment, industry environment, and its market
competition situation and competitive advantages are comprehensively combed and analyzed.
It is found that it is lack of brand influence and service ability, the level of innovation
transformation needs to be improved, the source of business channel is single, the proportion
of car insurance business is too high, the development of non-car insurance business is slow,
the team is unstable and the combat effectiveness is weak, the business system lags behind
and there are many hidden dangers. In view of these problems faced by Guangdong Branch of
B property Insurance Company in the market competition. This paper constructs the market
competition strategy of Guangdong Branch of B property Insurance Company from the
aspects of differentiated product strategy, differentiated service strategy, differentiated channel
strategy, management system innovation and organizational structure optimization strategy,
human resource management level promotion strategy, corporate culture construction strategy,
brand
construction
strategy, resource
allocation
scientific
management
strategy,
comprehensive risk management strategy and strengthening internal control compliance
management strategy. At the same time, in order to ensure the smooth implementation of the
competition strategy, the relevant supporting safeguard measures are designed from four
aspects: infrastructure construction guarantee, capacity building guarantee, innovation
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