【作者】 徐成刚；

【导师】 李军；

【作者基本信息】 山东大学 ， 工商管理， 2012， 硕士

【摘要】 山东人保财险公司是山东保险市场历史最久、规模最大的财产险公司。多年来,在服务经济社会发展全局和广大客户的实践中,创造和积累了市场领先的企业核心竞争优势。但近年来,随着市场主体的迅速增加,山东区域财产险市场竞争日趋激烈,山东人保财险公司作为山东财险市场占有率第一的公司,在众多中小保险公司的竞争下,面临更多的困难和挑战。企业竞争战略管理是财产险公司提升竞争力的有效途径,如何从应对企业外部环境的影响以及解决企业自身的不足着手制定企业竞争战略,不断巩固和强化竞争地位,对山东人保财险公司至关重要。根据竞争战略管理相关理论,本文通过战略分析、战略构造、战略实施,对山东人保财险公司竞争战略进行全面、系统地研究,并在此基础上得出新形势下山东人保财险公司应实行的竞争战略,并拟定保障措施,以全面提高企业在市场上的竞争力,在激烈的市场竞争中保持竞争优势。本文首先运用宏观环境分析方法,从经济、政治、社会、技术等方面对山东人保财险公司所面临的宏观环境进行了详细的分析,然后,运用波特五力模型全面的分析山东财产险行业竞争环境,并对平安财险、太保财险等主要竞争对手进行了分析,总结了外部机会与威胁。其次,从品牌、资金、机构网络、服务、客户、人才和技术等方面论述了企业拥有的资源,从风险管控、产品创新、营销渠道分析了企业的能力,总结了内部优势与劣势。在此基础上,进行SWOT矩阵分析及可选竞争战略的比较分析,确定山东人保财险公司应采用差异化竞争战略,并从品牌、产品、营销渠道、服务能力等方面着手实施差异化竞争战略。在战略制定中注重价格竞争替代方案的研究,并强调针对不同市场实行不同的渠道策略,避免传统营销渠道、新兴营销渠道的冲突,这是本文的创新之处。最后,本文论述了实施竞争战略的保障措施,包括经营管理模式优化、人员队伍建设、企业文化建设等内容。更多还原

【Abstract】 PICC P&C Shandong Branch is the largest non-life insurance company with the longest history in Shandong China.In its practice of serving the overall economy and customers, PICC P&C Shandong Branch has created and consolidated its competitive advantages as a market leader.With the rapid increase of market entity in insurance industry, the competition in Shandong District is becoming more and more fierce. Although PICC P&C Shandong Branch possesses major share of the Shandong insurance market, it faces many difficulties and challenges.Enterprise Competitive Strategy is the effective way to raise enterprise competition.Hence,to create enterprise’s competitive strategy based on its own external and internal environment is significant.Based on the relative theory of Competitive Strategy,the paper has a comprehensive and systematic study on competitive strategy of PICC P&C Shandong Branch.It draws a conclusion that differentiation strategy is the best choice to PICC P&C Shandong Branch. Through it,the enterprise can improve the competitiveness in the market to maintain the advantage in the fierce market competition.First of all,the paper analyses the macro environment,mainly with the point of Political,Economic,Social and Technological.And the paper use Michael Porter’s Five Forces Model to analyses competitive insurance industry in Shandong District.Through the analysis of Pin An Property Insurance Co.1td,China Pacific Property Insurance Co.ltd, the paper concludes the external opportunities and challenge.Secondly,the paper analyses the internal advantage and disadvantage from the resources(brand、capital、 network、service、customer, etc) and capabilities (risk control、innovation、marketing). Based on this, the paper points that differentiation strategy is the best to PICC P&C Shandong Branch through the SWOT analysis and optional Competitive Strategy. In the study the paper not only focuses on price competitive alternatives in the strategy formulation,but also emphasizes the distinction between different markets.Besides,it points out the importance of avoiding the conflict of traditional channels and new channels.It is where the innovation of this paper lies.At last, the paper elaborates the ensurement to Competitive Strategy of PICC P&C Shandong Branch, including Optimization of Operation and Management, Human resources Management and Promotion of Enterprise Culture.更多还原