本文選題：太保產(chǎn)險(xiǎn) + 廣西分公司��； 參考：《廣西大學(xué)》2014年碩士論文

【摘要】：近年來,在國民經(jīng)濟(jì)持續(xù)發(fā)展以及汽車保有量不斷增加的驅(qū)動下,我國乃至廣西車險(xiǎn)市場進(jìn)一步擴(kuò)大。同時,隨著紫金保險(xiǎn)、中銀保險(xiǎn)、北部灣保險(xiǎn)等競爭主體的加入,廣西車險(xiǎn)市場的競爭愈演愈烈。在車險(xiǎn)市場全面開放的競爭格局下,人保財(cái)險(xiǎn)、太保產(chǎn)險(xiǎn)、平安產(chǎn)險(xiǎn)“三大巨頭”的絕對優(yōu)勢地位得到下滑,尤其是太平洋財(cái)產(chǎn)保險(xiǎn)廣西分公司的市場地位受到了一定的威脅和挑戰(zhàn)。在此背景下,如何深入分析太保產(chǎn)險(xiǎn)廣西分公司車險(xiǎn)業(yè)務(wù)的優(yōu)勢和劣勢以及外部環(huán)境帶來的機(jī)遇和挑戰(zhàn),制定和實(shí)施切實(shí)可行的車險(xiǎn)發(fā)展策略,從而促進(jìn)其整個業(yè)務(wù)體系的可持續(xù)發(fā)展,是太保產(chǎn)險(xiǎn)廣西分公司在激烈的車險(xiǎn)市場競爭中保持優(yōu)勢地位的重要課題。本文通過綜合運(yùn)用PEST分析、波特五力分析、SWOT戰(zhàn)略分析等研究方法,分析了太平洋財(cái)產(chǎn)保險(xiǎn)廣西分公司車險(xiǎn)業(yè)務(wù)的現(xiàn)狀以及外部環(huán)境,總結(jié)了自身具有的優(yōu)勢和劣勢以及外部環(huán)境帶來的機(jī)會和威脅,在此基礎(chǔ)上運(yùn)用SWOT戰(zhàn)略分析提出了差異化的競爭戰(zhàn)略。最后,根據(jù)4Ps市場營銷理論并基于差異化戰(zhàn)略提出太平洋財(cái)產(chǎn)保險(xiǎn)廣西分公司在車險(xiǎn)產(chǎn)品、價格、渠道、促銷及服務(wù)方面的發(fā)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(jìn)太平洋財(cái)產(chǎn)保險(xiǎn)廣西分公司車險(xiǎn)業(yè)務(wù)的又好又快發(fā)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(xué)位授予單位】：廣西大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F271;F842.634

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1 鄭小翠;張宇探;曾娟;;我國車險(xiǎn)營銷模式問題的探討[J];科技創(chuàng)業(yè)月刊;2007年10期

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本文編號：1938185