本文選題：太保產險 + 廣西分公司　； 參考：《廣西大學》2014年碩士論文

【摘要】：近年來,在國民經濟持續發展以及汽車保有量不斷增加的驅動下,我國乃至廣西車險市場進一步擴大。同時,隨著紫金保險、中銀保險、北部灣保險等競爭主體的加入,廣西車險市場的競爭愈演愈烈。在車險市場全面開放的競爭格局下,人保財險、太保產險、平安產險“三大巨頭”的絕對優勢地位得到下滑,尤其是太平洋財產保險廣西分公司的市場地位受到了一定的威脅和挑戰。在此背景下,如何深入分析太保產險廣西分公司車險業務的優勢和劣勢以及外部環境帶來的機遇和挑戰,制定和實施切實可行的車險發展策略,從而促進其整個業務體系的可持續發展,是太保產險廣西分公司在激烈的車險市場競爭中保持優勢地位的重要課題。本文通過綜合運用PEST分析、波特五力分析、SWOT戰略分析等研究方法,分析了太平洋財產保險廣西分公司車險業務的現狀以及外部環境,總結了自身具有的優勢和劣勢以及外部環境帶來的機會和威脅,在此基礎上運用SWOT戰略分析提出了差異化的競爭戰略。最后,根據4Ps市場營銷理論并基于差異化戰略提出太平洋財產保險廣西分公司在車險產品、價格、渠道、促銷及服務方面的發展策略以及組織、人才、資金、激勵制度、管理等方面的保障措施,試圖為促進太平洋財產保險廣西分公司車險業務的又好又快發展提供借鑒和參考。
[Abstract]:In recent years, driven by the sustained development of the national economy and the increasing number of vehicles, the auto insurance market in China and even Guangxi has been further expanded. At the same time, with the entry of Zijin Insurance, Bank of China Insurance and Beibu Gulf Insurance, the competition of Guangxi auto insurance market becomes more and more intense. With the overall opening of the auto insurance market, the absolute dominant position of the "three giants" of PICC, Taibao, and Ping an has declined. In particular, the market position of Pacific property Insurance Guangxi Branch has been threatened and challenged. In this context, how to deeply analyze the advantages and disadvantages of the auto insurance business of Taibao property Insurance Guangxi Branch, as well as the opportunities and challenges brought by the external environment, and formulate and implement feasible development strategy of auto insurance. In order to promote the sustainable development of its whole business system, it is an important task for Taibao Guangxi Branch to maintain its dominant position in the fierce market competition of auto insurance. This paper analyzes the current situation and external environment of the auto insurance business of Pacific property Insurance Guangxi Branch through the comprehensive use of PEST analysis and Porter's five-force analysis and strategic analysis of SWOT. This paper summarizes the advantages and disadvantages of oneself and the opportunities and threats brought by external environment, and puts forward a differentiated competitive strategy based on SWOT strategy analysis. Finally, according to the 4Ps marketing theory and based on the differentiation strategy, the paper puts forward the development strategy and organization, talent, fund, incentive system of Pacific property Insurance Guangxi Branch in auto insurance products, prices, channels, promotions and services. This paper tries to provide reference and reference for promoting the good and fast development of auto insurance business of Pacific property Insurance Guangxi Branch.
【學位授予單位】：廣西大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F271;F842.634

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相關期刊論文 前1條

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本文編號：1938185