【作者】 于淼；

【导师】 肖洪均；

【作者基本信息】 大连理工大学 ， MBA（专业学位）， 2016， 硕士

【摘要】 随着社会经济的快速发展和居民保险意识的不断增强,保险业取得了巨大进步,但市场竞争也越来越激烈。在经济增速放缓和新车滞销以及费改等多重因素的影响下,保险市场环境越来越复杂多变。在如此激烈的市场环境下,如何不断增强市场竞争力,进而扩大市场占有率,已经成为所有保险企业所面临的共同问题。平安财险大连分公司于1991年成立,是中国平安在国内设立的第一家子公司,并依据“中国平安”的品牌资源,成为大连地区市场占有率第二的产险企业。但是近几年受政策环境、经济环境、社会文化环境、技术环境变化的影响,在大连市场不断受到外资保险公司和中小保险公司的挤压,市场竞争环境越来越激烈。如何保住第二,争取第一,成为当前平安财险大连分公司所亟待解决的严峻问题,这就要求大连平安根据内外部环境的变化,找到适合企业的发展战略,以不断增强市场竞争力,从而争取更大的市场份额。基于此,本文以平安财险大连分公司为研究对象,根据相关战略管理理论,运用PEST、波特五力模型及SWOT分析对宏观经济形势、行业的整体状况及公司的优势、劣势、所面临的机会和威胁进行详细研究,确定适合该公司的竞争战略,并为之制定出战略规划和保障措施。通过本文的研究,将会推动平安财险大连分公司在激烈的竞争环境需求企业发展之道,从而制定适合企业的竞争战略,并对国内处于相同发展期的保险公司的发展起到一定的指导和借鉴作用。更多还原

【Abstract】 With the rapid development of social economy and the increasing awareness of insurance, the insurance industry has made great progress, but the market competition is becoming fiercer. Under the influence of the slowdown in the economy and the new slow-moving and fee reform of multiple factors, the environment of insurance market is becoming more and more complex and changeable. In such a fierce market environment, how to continuously enhance the market competitiveness, and then expand the market share, has become the common problem faced by all insurance companies.Ping An Insurance Company Dalian Branch established in 1991 is Ping An of China on the establishment of a subsidiary, and according to the "China is restful" brand resources, become the Dalian area market share of the property and casualty insurance business. But in recent years by the policy environment, economic environment, social cultural environment, technical environment changes, the market in Dalian has been foreign insurance companies and small and medium-sized insurance company’s extrusion, the environment of market competition is becoming more and more intense. For the first, has become a serious problem to be solved in the Ping An Insurance Company Dalian Branch, which requires Dalian Ping ’an according to changes in the internal and external environment, to find a suitable strategy for the development of enterprises, in order to continue to strengthen market competitiveness, so as to strive for greater market share.Based on this, this paper to Ping An Insurance Company Dalian Branch as the research object, according to the theory of strategic management, using pest. Porter’s five forces model and SWOT analysis to conduct a detailed study on the whole situation and company of the macro economic situation, industry strengths, weaknesses, facing the opportunities and threats, determine the company’s development strategy, and to develop strategic plans and measures.This research will promote the Ping An Insurance Co., Ltd. Dalian branch in the fierce competitive environment the needs of enterprise development, so as to formulate strategy for enterprise development, both at home and abroad in the development of the insurance company for the same period of development to a certain guidance and reference function.更多还原