【作者】 李永刚；

【导师】 杨蕙馨；

【作者基本信息】 山东大学 ， 工商管理（专业学位）， 2013， 硕士

【摘要】 我国保险业,经过改革开放30年特别是最近10多年的快速发展,已经进入了一个崭新的发展阶段,站在了一个新的、更高的起跑线上。2006年,国务院审议通过了《国务院关于保险业改革发展的若干意见》,为我国保险业的发展指明了方向。虽然,我国保险业保费总量得到了快速的增长,但无论从保险深度和保险密度等方面衡量,与西方发达国家的保险业还存在着很大的差距。财产保险是以财产及其有关利益为保险标的的一种保险,包括财产损失保险、责任保险、信用保险等。财产保险在社会保障管理、社会风险管理及社会信用管理等方面发挥着重要的作用。随着我国汽车保有量的不断提高,近些年来,财产保险业务中车险业务的占比已超过60%,车险业务的经营好坏,对于整个产险业的稳定发展起着非常重要的作用。按照中国加入WTO时签订的协议,我国严格的履行了入世时的相关承诺。2012年2月14日,中国和美国双方发布了《关于加强中美经济合作关系的联合声明》,2012年3月30日,我国公布了《国务院关于修改<机动车交通事故责任强制保险条例>的决定》,决定对外资保险公司放开交强险业务,这也就预示着我国车险业务的全面放开。在我国车险产品高度同质化、行业主体快速增加、市场全面对外开放的现实情况下,车险业务的竞争将进入一个更加激烈的时代。青岛市是国家最早设立的14个沿海开放港口城市之一,1994年又被国务院列为全国15个副省级城市之一,近些年来在国家宏观经济高速发展的大背景下,青岛市的经济也得到了快速的发展。2004年8月,经中国保险监督管理委员会(以下简称保监会)批准,中国保险监督管理委员会青岛监管局(以下简称青岛保监局)正式成立,负责青岛市保险业监管工作,国内各产险公司在青岛市的分支机构也都为省级分公司建制。Y公司是一家拥有强大股东背景的产险公司,公司成立特别是近几年来,依托股东的强力支持,基本完成了全国省级分公司网点的铺设,近年来车险业务也得到了快速的发展。按照Y公司的整体规划和布局,该公司在青岛市也设立了分公司(以下简称Y公司青岛分公司),业务规模在不断的壮大。在上述车险业务发展的大背景下,Y公司青岛分公司车险业务的发展经过创业期的快速增长后,逐步进入发展的“瓶颈”阶段。在此种情况下,如何正视公司车险业务发展所面临的问题和困难,并在新的形势下能够制定切实可行的车险竞争策略,对保持Y公司在青岛市产险市场的长期、稳健发展都具有重要意义。本文以企业战略等相关管理理论为基础,结合我国财产保险行业发展的大背景,借鉴发达国家的先进经验,以Y公司青岛市车险业务竞争战略选择为研究对象,运用PEST、SWOT、五力等分析工具模型,详细剖析了Y公司青岛分公司车险业务发展的竞争优势和劣势,所面临的机遇和威胁,提出了Y公司青岛市车险业务车型分类差异化、渠道分类差异化及客户服务差异化竞争战略的选择方案,同时也提出了有效的实施上述竞争战略的措施和保障,对Y公司青岛分公司不断提升车险业务的核心竞争能力,保持公司健康、可持续发展具有重要的意义,也对行业内的中小产险公司的车险竞争战略的选择,提供了一定的参考。更多还原

【Abstract】 The insurance industry in China, after30years of reform and opening up especially for the recent10years of development, has entered a new stage of development, standing at a new, higher level. In2006, the State Council passed the " opinions " of the State Council on the reform and development of insurance industry, pointed out the direction for the development of China’s Insurance industry. Although, our country insurance premium amount obtained rapid growth, but regardless of the depth and density of insurance and other measures, and the western developed countries, the insurance industry still has a big gap.Property insurance is a property and related interests insured an insurance, including property insurance, liability insurance, credit insurance. Property insurance plays an important role in the management of social security, social risk management and social credit management. As China’s car ownership continues to improve, in recent years, the auto insurance business property insurance in the proportion has exceeded60%, the insurance business is good or bad, plays a very important role for the whole of the stable development of insurance industry. In accordance with the signing of China’s accession to the WTO agreement, China strictly fulfill commitments related to the. In February14,2012, China and the United States both sides issued a " joint statement " on the strengthening of bilateral economic cooperation, in March30th the same year, China promulgated the "State Council on modified’motor vehicle traffic accident responsibility compulsory insurance regulations’decision ", decided to foreign insurance companies to open the motor insurance compulsory insurance business, this also indicates that the auto insurance business China’s overall opening. In our country insurance product high homogenization, industry body increases quickly, the full opening of the reality, the insurance business competition will enter a more competitive era.Qingdao city is one of the country’s first14coastal open port city, in1994and was listed as one of the15deputy provincial city, in recent years in the background of the rapid development of the national economy, the economy of Qingdao city has been the rapid development. In2004August, the China Insurance Regulatory Commission (hereinafter referred to as the China Insurance Regulatory Commission) approval, Qingdao Supervision Bureau was formally established, responsible for the Qingdao insurance regulatory work, institution in Qingdao City branch of the domestic insurance companies are the provincial branch system. Y is a company with strong shareholder background of the property insurance company, Ltd. was established in recent years in particular, relying on the strong support of shareholders, laying completed the provincial branch network, in recent years the auto insurance business has been rapid development. According to the Y company’s overall planning and layout, the company has set up a branch in Qingdao city (hereinafter referred to as the Y Qingdao branch), business scale constantly expanding.In the background of the auto insurance business development, in recent years Qingdao auto insurance agent fast increase and natural growth of automobile insurance market premium situation, Y company in Qingdao City, the auto insurance business development has encountered hitherto unknown difficulties and challenges. In this case, how to face the development of auto insurance business the company faced problems and difficulties, and can establish insurance competitive strategy is feasible under the new situation, to maintain the Y company in the Qingdao property market long-term, steady development has important significance.Based on the enterprise strategy and the related theory, combined with the background of the development of insurance industry in our country, learn the advanced experience of developed countries, to select the competitive strategy of Y company in Qingdao City, the auto insurance business as the research object, using PEST, SWOT, five forces analysis model, a detailed analysis of Y company Qingdao branch development of auto insurance business the company’s competitive advantages and disadvantages, put forward Y company in Qingdao City, the auto insurance business model classification of differentiation, channel classification of differentiation and poor customer service competition strategy of alienation, also proposed the effective implementation of the competitive strategy and safeguard measures, of Y Qingdao branch continuously upgrade the core competition ability of insurance business, to keep healthy, with important significance to sustainable development, but also the insurance competition strategy choice of small and medium-sized companies in the industry to provide certain reference.更多还原