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论文编号：	12293
作者编号：	2320180516
上传时间：	2021/3/4 10:03:14
中文题目：	天津人保公司车险业务竞争战略研究
英文题目：	Research on Competitive Strategy of Car Insurance Business of PICC Tianjin branch
指导老师：	周建
中文关键字：	天津人保公司；车险；竞争战略；差异化战略；商车费改；
英文关键字：	PICC Tianjin branch; Car insurance; Competitive Strategy; Differentiation strategy; Commercial car insurance reform
中文摘要：	车险是财产保险的第一大险种，2019年在财险保费中占比63%，但同时面临车险市场产品同质化导致市场竞争加剧、汽车销售模式演进与用车方式变化并行、严监管与费率市场化同步、同业加速科技赋能与科技企业跨界竞争并存局面，车险市场形势复杂多变，不断迎来各方挑战。车险在财产保险中占据着不可动摇的主导地位，其不断加剧的竞争态势影响着整个公司的经营结果。 本文以车险竞争战略为切入口，通过案例分析法，以天津人保公司为研究对象，首先从公司经营概况、车险经营状况、车险管理情况等方面对天津人保公司车险业务发展现状进行分析。而后运用PEST模型、波特五力模型等战略管理理论，深入对天津人保公司外部环境进行梳理，并运用SWOT模型明确天津人保公司车险业务竞争态势，分析公司内部环境的优势与劣势，以及外部环境的机会与威胁，提出目前公司车险业务经营中的主要问题，在此基础上确定车险业务的发展目标和规划原则。通过分析不同竞争战略的可行性与合理性，确认差异化战略为最合适的竞争战略，最后依据企业现行状况，提出具体保障措施。 本文站在一个渠道结构、业务类型较为丰富的企业视角，深入思考天津车险市场的竞争形势，提出三方面差异化竞争战略建议。一是加强直销直控渠道建设，通过对渠道资源进行分类，针对各渠道的特点确定对标目标，有针对性的进行资源投放。二是加强人才储备培养，完善组织架构，明确各层级人员提升目标及要求，为公司发展提供人才保障，同时依赖于集团的整体优势，加强与公司其他销售团队的协同，探索与竞争对手对标的优势。三是提升公司客户服务品质，运用新技术和大数据优势，做好客户分类管理与，升风险识别能力，同时优化服务运营效率和客户服务体系，挖掘客户需求，不断提高客户服务水平。通过聚焦车险发展中的实际问题，提出意见方案，可为其他保险经营者提供建议和参考，促进整体行业绿色发展。
英文摘要：	Car insurance is the insurance category with the largest proportion of property insurance, accounting for 63% of property insurance premiums in 2019, but at the same time, the homogeneity of products in the car insurance market leads to intensified market competition, and the evolution of car sales models parallels changes in car use. Strict supervision is synchronized with the marketization of car insurance rates, companies in the same industry are accelerating technological empowerment, and technology companies compete across borders. The situation of the car insurance market is complex and changeable, constantly facing challenges from all sides. Car insurance occupies an unshakable leading position in property insurance, and its ever-increasing competitive situation affects the operating results of the entire company. This paper takes the car insurance competition strategy as the entry point, and uses the case analysis method to take PICC Tianjin branch as the research object. Firstly, it analyzes the development status of PICC Tianjin branch’s car insurance business from the aspects of the company's operating profile, car insurance operating status, and car insurance management. Then use the PEST model, Porter’s five forces model and other strategic management theories to thoroughly sort out the external environment of PICC Tianjin branch, and use the SWOT model to clarify the competitive situation of PICC Tianjin branch’s car insurance business, and analyze PICC Tianjin branch’s internal advantages, disadvantages, and external Opportunities and threats, put forward the main problems currently existing in the company's car insurance operations, and confirm the company's business development goals and planning principles on this basis. By analyzing the feasibility of different competitive strategies, the differentiation strategy is confirmed as the most suitable competitive strategy. Finally, specific safeguard measures are proposed based on the current status of the enterprise. From the perspective of a company with a richer channel structure and business types, this paper deeply considers the competitive situation of the Tianjin car insurance market, and proposes three aspects of differentiated competition strategy recommendations. The first is to strengthen the construction of direct control channels for direct sales, by classifying channel resources, so as to ensure targeted planning of the target of each channel resource. The second is to strengthen the training of talent reserves, improve the organizational structure, clarify the improvement goals and requirements of all levels of personnel, and provide talent protection for the company's development. At the same time, rely on the overall advantages of the group, strengthen the coordination with other sales teams of the company, and explore the advantages of competing with competitors. The third is to improve the company's customer service quality, use new technologies and big data advantages to do a good job in customer classification management, improve risk identification capabilities, and at the same time improve professional service team operations, tap customer needs, and continuously improve customer service levels. This paper focuses on the actual problems in the development of car insurance and proposes suggestions, which can provide suggestions and references for other insurance operators and promote the green development of the overall industry.
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