【摘要】：公司的經(jīng)營(yíng)戰(zhàn)略決定著公司的發(fā)展方向和經(jīng)營(yíng)目標(biāo)的實(shí)現(xiàn)，TP人壽衢州公司作為一個(gè)新進(jìn)入衢州市場(chǎng)的公司，面臨著多變的外部環(huán)境、激烈的市場(chǎng)競(jìng)爭(zhēng)以及眾多競(jìng)爭(zhēng)對(duì)手等各種外部威脅，也存在著自身資源和能力的缺陷。在這種內(nèi)外交迫的形勢(shì)下，科學(xué)的制定恰當(dāng)?shù)母?jìng)爭(zhēng)戰(zhàn)略支持公司的可持續(xù)發(fā)展已刻不容緩。本研究結(jié)合TP人壽衢州公司的內(nèi)外部環(huán)境實(shí)際，結(jié)合理論與實(shí)踐分析，為TP人壽衢州公司制定出適應(yīng)公司經(jīng)營(yíng)發(fā)展需要又具有可操作性的競(jìng)爭(zhēng)戰(zhàn)略，確保公司經(jīng)營(yíng)目標(biāo)實(shí)現(xiàn)并持續(xù)成長(zhǎng)。 企業(yè)戰(zhàn)略管理主要包括戰(zhàn)略分析、戰(zhàn)略選擇、戰(zhàn)略實(shí)施三個(gè)階段。本文以TP人壽衢州公司為研究對(duì)象，首先運(yùn)用PEST分析模型和五力模型對(duì)TP人壽衢州公司所處的宏觀環(huán)境和行業(yè)環(huán)境進(jìn)行全面分析，確定外部環(huán)境面臨的機(jī)會(huì)和威脅。接著重點(diǎn)分析公司內(nèi)部環(huán)境，明晰公司內(nèi)部環(huán)境存在的優(yōu)勢(shì)和劣勢(shì)。然后運(yùn)用SWOT分析模型、IFE和EFE分析模型、一般競(jìng)爭(zhēng)戰(zhàn)略模型，在通過(guò)對(duì)TP人壽衢州公司的外部機(jī)會(huì)、威脅和內(nèi)部?jī)?yōu)勢(shì)、劣勢(shì)進(jìn)行定性和定量分析的基礎(chǔ)上，再對(duì)可采取的成本領(lǐng)先戰(zhàn)略、差異化戰(zhàn)略和聚焦戰(zhàn)略三種通用性競(jìng)爭(zhēng)戰(zhàn)略進(jìn)行了適用性比較分析，，得出聚焦差異化戰(zhàn)略是TP人壽衢州公司的較好選擇。隨后根據(jù)客戶需求導(dǎo)向確定TP人壽衢州公司差異化戰(zhàn)略的重點(diǎn)是品牌、人才、培訓(xùn)、產(chǎn)品、渠道和服務(wù)差異化。最后對(duì)聚焦差異化戰(zhàn)略進(jìn)行了具體闡述，并以7S模型為基礎(chǔ)，提出了培育優(yōu)秀企業(yè)文化、優(yōu)化經(jīng)營(yíng)管理模式、加強(qiáng)人力資源管理、健全內(nèi)部控制體系、完善信息管理系統(tǒng)、提高戰(zhàn)略執(zhí)行效率等措施確保聚焦差異化戰(zhàn)略高效執(zhí)行，推動(dòng)公司快速發(fā)展，實(shí)現(xiàn)戰(zhàn)略目標(biāo)。 相適應(yīng)的競(jìng)爭(zhēng)戰(zhàn)略制定，能有效支撐公司在市場(chǎng)競(jìng)爭(zhēng)中立足，提升公司的盈利能力和經(jīng)營(yíng)效益。通過(guò)對(duì)TP人壽衢州公司競(jìng)爭(zhēng)戰(zhàn)略的研究，使研究成果不僅對(duì)公司個(gè)險(xiǎn)業(yè)務(wù)快速發(fā)展具有理論和實(shí)踐意義，同時(shí)，對(duì)衢州市保險(xiǎn)行業(yè)的和諧發(fā)展也具有一定的參考價(jià)值。
[Abstract]:The management strategy of the company decides the development direction and the realization of the management goal of the company. As a new company entering the Quzhou market, TP Life Quzhou Company is faced with the changeable external environment. Fierce market competition and various external threats, such as many competitors, also have their own resources and capacity defects. In this situation, it is urgent to make appropriate competitive strategy to support the sustainable development of the company. This study combined with the internal and external environment of TP Life Quzhou Company, combined with the theoretical and practical analysis, for the TP Life Quzhou Company to formulate a suitable company business development needs and operational competition strategy. To ensure that the company's business objectives are achieved and continue to grow. Enterprise strategic management mainly includes three stages: strategic analysis, strategic choice and strategic implementation. In this paper, TP Life Quzhou Company is taken as the research object. Firstly, the macro environment and industry environment of TP Life Quzhou Company are comprehensively analyzed by using PEST analysis model and five-force model, and the opportunities and threats to the external environment are determined. Then focus on the analysis of the company's internal environment, clear the strengths and weaknesses of the company's internal environment. Then using SWOT analysis model, IFE and EFE analysis model, general competitive strategy model, through the TP Life Quzhou company external opportunities, threats and internal strengths, weaknesses on the basis of qualitative and quantitative analysis. Then the applicability of cost leading strategy, differentiation strategy and focusing strategy are compared and analyzed. It is concluded that focusing differentiation strategy is a better choice for TP Life Quzhou Company. Then according to customer demand orientation, the focus of differentiation strategy of TP Life Quzhou Company is brand, talent, training, product, channel and service differentiation. Finally, the strategy of focusing on differentiation is elaborated in detail, and based on 7s model, the paper puts forward to cultivate excellent enterprise culture, optimize management mode, strengthen human resource management, perfect internal control system and perfect information management system. Improve the efficiency of strategy implementation to ensure the focus on the efficient implementation of differentiation strategy, promote the rapid development of the company to achieve strategic objectives. The appropriate competitive strategy can effectively support the company in the market competition and enhance the profitability and operating efficiency of the company. Through the research on the competitive strategy of Quzhou Company of TP Life Insurance, the research results not only have theoretical and practical significance for the rapid development of individual insurance business of the company, but also have certain reference value for the harmonious development of insurance industry in Quzhou City.
【學(xué)位授予單位】：浙江理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F842.3;F272

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