【作者】 冯伟；

【导师】 吴冲；

【作者基本信息】 哈尔滨工业大学 ， 高级管理人员工商管理， 2013， 硕士

【摘要】 改革开放以来，经历20多年发展的中国保险业，是各行业中发展最迅猛的，但是行业长期积累的一些矛盾和问题逐步显现，我国保险市场目前还是一个以同质化产品竞争为主的市场，特别是近几年来，保险市场主体迅速扩大，市场竞争异常激烈，虽然各家保险公司都有着各自不同的发展策略，但保险业整体仍处在“产品销售导向”阶段。产品同质化程度高，服务水平低，客户的真实保障需求并没有得到有效满足，片面追求市场份额、理赔难的现象仍时有发生。保险发展策略的滞后正严重制约着行业的健康持续发展。太平洋财产保险公司作为我国第三大产险公司，几年来在企业规模、市场份额、经营效益方面寻求平衡与发展，在提高市场核心竞争力、控制企业综合成本率、增强公司服务理念方面不断加以创新，在我国财产保险市场上依旧占居第二份额，市场平均增速、综合成本率、经营利润率均超越行业平均水平，被认为是全行业经营效益最优的公司之一。近年来，黑龙江分公司在经营上实现了超常规、跨越式发展，在市场定位、经营策略、销售能力、团队建设等方面取得了不斐的业绩。本文在推进“以客户需求为导向”战略转型的前提下，对中国太平洋财产保险股份有限公司黑龙江分公司的战略转型进行了系统的研究。论文首先对黑龙江分公司近年来的经营状况、存在的问题、宏观环境、转型的必要性等进行了详尽的分析；其次，充分利用SWOT理论分析了公司当前发展中面临的机会、威胁、优势和劣势，提出了战略转型的必要性；最后，结合太平洋产险黑龙江分公司的自身实际情况，提出了“以客户需求为导向”战略转型策略和战略转型的保障性措施，对于黑龙江分公司的未来发展有着十分重要的借鉴意义。更多还原

【Abstract】 Since reform and opening, through more than20years in the development of China’s insurance industry, is the most rapid development in various industries, but industry long-term accumulated some contradictions and problems gradually appear, the insurance market in China is still a predominantly homogeneity product competition in the market, especially in recent years, the insurance market main body expanded rapidly, market competition is fierce, while insurance companies all have their own different development strategy, but the insurance industry as a whole is still in the stage of "sales oriented". Product homogeneity degree is high, the service level is low, the real security needs of customers effectively met, not one-sided pursuit of market share, manage compensate difficult phenomenon still happen. Seriously restricts the development strategy of the lag is the health of the industry sustainable development.Pacific property insurance company as the third largest property insurance company in China for several years in terms of enterprise scale, market share, management benefit and development, to seek a balance in raising market core competitiveness, the enterprise cost control, innovation unceasingly enhance corporate service concept, and in the property insurance market in China is still occupy the share and the market average rate of growth, the comprehensive cost, operating margins are above the industry average, is considered to be the industry one of the optimal business benefit.In recent years, Heilongjiang branch achieved great leap-forward development in business, the market positioning, business strategy, marketing ability, team building, etc, has obtained the sum of the performance. This article in advance "customer demand-oriented" under the premise of strategic transformation, Heilongjiang branch of China Pacific property insurance co. Strategic transformation of the study of the system. Paper first to the Heilongjiang branch management condition and existing problems in recent years, macro environment, the necessity of transformation, and has carried on the detailed analysis; Second, make full use of the SWOT theory, summarizes the current development in the face of opportunities and threats, advantages and disadvantages, put forward the necessity of strategy transition; Finally, combined with the actual situation of Heilongjiang branch risk of Pacific property, put forward "customer demand-oriented" strategic transformation strategy and safeguard measures of strategic transformation, for the future development of Heilongjiang branch has very important significance.更多还原