【作者】 王敏；

【导师】 辛立国；

【作者基本信息】 山东大学 ， 工商管理（MBA）（专业学位）， 2023， 硕士

【摘要】 我国人身保险业务自1982年复业以来,已历经四十余年的发展。中国作为世界第二大经济体,面对“后疫情”时代的下行压力,仍保持了经济的中高速增长。人均可支配收入增加、消费结构转型升级及城镇化进程加快,拉动了有效保险需求的增长。与此同时,疫情冲击下保险意识的复苏、人口老龄化及新兴中产阶级的兴起,给保险业发展注入新的活力。我国保险业整体呈现大而不强的特点,山东人身险市场无论在保险密度还是保险深度方面,仍有很大的发展空间,市场集中度较高,险种及渠道结构不尽合理。G人寿山东分公司作为银行系人身险公司及外资险企的典型代表,自成立以来虽借助股东优势发展迅猛,但公司个险业务渠道面临发展掣肘,高度依赖银保渠道的业务发展模式急需转变,个险业务竞争战略转型升级的紧迫性日益凸显。论文对战略管理的相关理论进行了梳理和回顾,并对保险及人身险领域相关的竞争战略研究成果进行了总结,基于前人的相关理论及研究成果,对G人寿山东分公司个险业务竞争战略进行研究。在综合分析保险业及山东人身险市场行业背景的基础上,运用PEST分析、波特五力模型等理论分析工具,对G人寿山东分公司所处的外部环境及内部条件进行深入探讨,结合相应的访谈和问卷调查结果,识别出影响G人寿山东分公司个险业务的13项关键外部因素和15项关键内部因素,并分别构建外部及内部因素评价分析模型,结果表明G人寿山东分公司能够较好地应对外部环境且自身条件具有一定的竞争优势。基于识别的内外部关键因素评价分析结果,结合G人寿山东分公司的战略定位与目标,同时使用SWOT分析模型、竞争战略可行性分析以及QSPM量化矩阵等理论工具,对备选的三种竞争战略逐个匹配进行比较,最终选定G人寿山东分公司个险业务的最优竞争战略——差异化战略。在确定竞争战略之后,结合G人寿山东分公司企业实际,本文提出了产品创新差异化、增值服务差异化、营销渠道差异化及科技赋能差异化四个方面的竞争战略实施建议。针对差异化业务竞争战略的保障措施,又分为了加强党建引领文化建设、注重人力资源管理、完善风险防控体系和推进科技信息平台建设四项内容,期望通过上述举措助力推动G人寿山东分公司个险业务更好更快发展,并为保险行业内其他相似险企在竞争战略的选择和实施方面提供借鉴。更多还原

【Abstract】 Forty-year has witnessed the development of the life insurance business ever recovered in 1982.As the world’s second largest economy,China has maintained a medium-high growth rate despite the downward pressure in the post-COVID-19 era.The increase of the per capita disposable income,the transformation and upgrading of consumption structure as well as the acceleration of the urbanization are conducive to the growth of effective insurance demand.Meanwhile,new vitality has been injected into the insurance development thanks to the insurance awareness recovery under the impact of the COVID-19,aging and the rise of the emerging middle class.On the whole,China’s insurance industry has demonstrated the characteristics of massiveness yet not mightiness,the life insurance market in Shandong Province waits to be exploited and developed in terms of insurance density and insurance depth,the market concentration is relatively high,and irrationality still exists with regard to the insurance type and channel structure.The G Life Insurance Company Shandong Branch,as a typical representative of bank life insurance company and foreign insurance company,has been developing rapidly since its establishment with the advantage of shareholders,but the development of life insurance has been hampered and hindered.The business development are highly bank insurance channels dependent,which should be urgently transformed,whereas the competitive strategy transformation and upgrading of personal insurance grow cumulatively prominent and urgent.The thesis has sorted and reviewed the the relevant theories of the competitive strategy,and summarized the research achievements of the relevant competitive strategy with regard to the insurance and life insurance.Based on the previous relevant theories and research results,an exhaustive research has been carried out on the competitive strategy for G Life Insurance Company Shandong Branch.On the basis of comprehensive analysis of insurance industry and Shandong life insurance market industry background,by using the PEST analysis,Michael Porter’s Five Forces Model and other analysis tools,the thesis has made an in-depth exploration for the external environment and internal conditions demonstrated from the G Life Insurance Company Shandong Branch.Combined with the corresponding interview and questionnaire results,13 key external factors and 15 key internal factors affecting the personal insurance business of G Life Insurance Company Shandong Branch are identified in the thesis,and the evaluation and analysis models of external and internal factors are constructed respectively.The results show that G Life Insurance Company Shandong Branch,by possessing with certain competitive advantages in its own conditions,could cope with the external environment well.Based on the evaluation and analysis results concluded from the identified internal and external key factors,and combined with the strategic positioning and objectives of G Life Insurance Company Shandong Branch,simultaneously utilized theoretical tools including SWOT analysis model,competitive strategy feasibility analysis and QSPM quantitative matrix and other tools,the thesis has made comparisons alternatively with the three competitive strategies,only to select the most optimized competitive strategy selected,the differentiation strategy.Followed by the determination of the competitive strategy and combining with the actual situations of the G Life Insurance Company Shandong Branch,the thesis has proposed the implementation suggestions for the competitive strategy with regard to the following elements of product innovation differentiation,value-added service differentiation,marketing channel differentiation and technological empowerment differentiation.Aiming at the safeguard measures implemented on the competition strategy of differentiated business,four contents are emphasized including strengthening party building to lead cultural construction,paying attention to human resource management,improving the risk prevention and control system,and promoting the construction of scientific and technological information platforms.The measures hereinabove are expected to be the catalyst and incentive for the better and faster development of G Life Insurance Company Shandong Branch,which also provide references for other similar insurance companies among insurance industry in the selection and implementation of competitive strategy.更多还原