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【作者】 袁宁； 【导师】 包国宪
【作者基本信息】 兰州大学 ， 工商管理， 2009， 硕士
【摘要】 从美国次贷危机引起的华尔街风暴,现在已经演变为全球性的金融危机。这个过程发展之快,数量之大,影响之巨,可以说是人们始料不及的。作为全球最大的保险公司AIG(美国国际集团)在这场金融危机中损失惨重,在获得美联储850亿贷款后,情况依然严峻,2008年第四季度AIG亏损达617亿。作为前AIG在华子公司AIA(美国友邦保险有限公司)2009年3月4日正式宣布脱离AIG,准备成立“友邦保险集团”。AIA正面临历史上最艰难的时刻,如何在困境中保持清醒的战略思考,权衡各方利益,凭借良好的品牌,进行深度战略调整,在当前就显得至关重要。友邦正面临转型期,或说重生日,正确的战略制定和实施,是前提保证,是关系公司未来发展的最重要一步。作为美国友邦保险有限公司深圳分公司能否在此历史关键时刻配合总公司的总体战略布署,并结合深圳当前寿险市场的实际情况,提出符合友邦深圳分公司的战略管理,是能否取得成功的重要保障。因此本文拟通过对美国友邦保险有限公司深圳分公司近期发展战略的研究,探索出一个可行的发展战略方案,并在此基础上,充分凝聚人才,资金等资源,利用当前友邦脱离AIG的历史时刻,努力打造公司品牌,为近期公司顺利... 更多还原 【Abstract】 From the U.S. sub-loan crisis of the Wall Street turmoil, and now it has evolved into a global financial crisis. Rapid development of this process, the number of large, the impact is huge, it can be said is unexpected. As the world’s largest insurance company AIG (American International Group) in this financial crisis suffered heavy losses, 85 billion in loans was the Federal Reserve, the situation is still grim, AIG in the fourth quarter 2008 loss of 61.7 billion.As a former subsidiary of AIG in China AIA (American International Assurance Company Limited) March 4, 2009 officially announced from AIG, ready to set up a group.AIA is facing the most difficult historical moment, the plight of how to maintain a clear strategic thinking, weighing the interests of all parties, by virtue of a good brand for in-depth strategic adjustment, it is essential in the current. AIA is facing a transition, or re-birthday, the correct formulation and implementation of strategy is the premise of guarantee the company’s future development is the most important step.As American International Assurance Company Limited Shenzhen Branch can in this critical moment in history with the parent company’s overall strategy for deployment, combined with the current life insurance market in Shenzhen of the actual situation, the Shenzhen branch of AIA in line with the strategic management, is the availability of an important
guarantee for success. Therefore this paper by American International Assurance Company Limited Shenzhen Branch of recent developments in strategic research, to explore the development of a viable strategy for the program, and on this basis, the full pool of talents, capital and other resources, the use of our allies from the current historical moment AIG , to create the company’s brand, for the near future to create conditions for the smooth development of the company and for the company to create the conditions to open up the market further.In this paper, a combination of qualitative and quantitative methods, and American International Insurance Company Shenzhen Branch’s macro-environment, industry
conditions and internal analysis, summed up the strategy element. The use of Analytical Hierarchy Process (AHP method), the external factors evaluation matrix (EFE Matrix), internal factors evaluation matrix (IEE), SWOT analysis matrix techniques, the company’s opportunities, threats, strengths, weaknesses to carry out a quantitative analysis of evaluation of internal and external factors, to develop American International Assurance Company Limited Shenzhen Branch of a number of strategic options. Then, the Strategic Plan through the use of quantitative matrix method (QSPM law) on the comprehensive evaluation of options, arrive at the company’s development strategy in four areas, namely, market development strategy, adhering to long-term and stable development strategy, product development strategy, marketing Services independent accounting,
self-financing strategy. And to put forward concrete measures for the implementation of the strategy. 更多还原
【关键词】 发展战略； 市场预测； SWOT分析法； 定量战略计划矩阵法；
【Key words】 Development Strategies； Market Forecast； SWOT Analysis； Quantitative Strategic Plan Matrix Method；
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【网络出版投稿人】 兰州大学 【网络出版年期】2009年 12期
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美国友邦保险上海分公司营销策略研究 Market Strategies of Shanghai American International Assurance Company
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【作者】 谢元松； 【导师】 张根能
【作者基本信息】 西安理工大学 ， 工商管理， 2005， 硕士
美国友邦保险上海分公司营销策略研究 Market Strategies of Shanghai American International Assurance Company
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【作者】 谢元松； 【导师】 张根能
【作者基本信息】 西安理工大学 ， 工商管理， 2005， 硕士
【摘要】 在中国加入世贸的新形势下,在国内外保险公司纷纷进入上海保险市场、竞争加剧的背景下,友邦保险上海分公司作为上海寿险市场第四大主体,如何抓住机遇,迎接挑战,在激烈的市场竞争进一步开拓寿险市场,有效提高自身效益,成为公司当前面临的重大课题。为此,友邦保险上海分公司在营销体制不完善的情况下,当务之急就是进一步健全营销机制,运用有效的营销策略迅速扩大规模,占领市场,为未来的市场竞争和公司的可持续发展打下基础。 本文先简单介绍了市场营销理论及发展、保险营销理论,再从友邦保险上海分公司市场环境分析、上海保险市场供给与需求分析、友邦保险上海分公司的营销状况及存在的问题、竞争对手分析、SWOT分析、市场细分选择及定位”等方面进行了研究,提出了友邦保险的营销策略及营销策略实施建议。在市场环境分析中本文主要结合上海地区的整体经济环境和产业发展现状及趋势得出上海地区对保险的需求。而通过上海近几年来的保险总体供给规模及险种的分析,本文得出上海地区保险发展的巨
大潜力。在友邦保险公司竞争态势分析中,本文通过对公司内部资源及竞争对手现状的分析,总结出公司在品牌知名度、人员素质上的优势及公司在营销网络、服务手段及营销模式上的劣势。在进行了内、外环境分析和对保险市场细分、选择及定位的基础上,本文得出的营销组合策略为:险种策略中要强化以细分客户为前提而开发新险种,对险种进行组合和包装。在价格策略中要针对险种的特点和公司的经营目标进行低成本竞争,合理降价。渠道策略中主要提出了建立立体式多层次营销渠道,促销策略主要注重提高广告效率和公关新闻效应,最后,本文在提出了营销策略的实施建议:不断改进业务流程、建立和健全激励和约束机制、开发人力资源,实 更多还原
【Abstract】 Under the background that the new situation of joining the world trade organization in China and domestic and international insurance company enter Shanghai insurance market and compete to turn worse in succession, the international assurance branch in Shanghai is the fourth corpus of life insurance market in Shanghai, how hold tight opportunity, greet a challenge, expands the life insurance market further in the market competition of the vehemence, valid exaltation the
performance become the important topic that the company faces at present. For this, the international assurance branch in Shanghai under the situation that the marketing system isn’t perfect, the urgent matter of the moment is a further sound marketing mechanism, making use of valid marketing strategy to expand quickly large-scale, capture a market, the future market competition and company can keep on a development to lay the foundation.This text introduced the market marketing theories and development, the insurance marketing theories first and in brief, again analytical from the market environment in Shanghai, insurance market in Shanghai supply to analyze with need, the marketing condition and existent problem, rival of the branch in Shanghai analysis, SWOT analysis, the market subdivide choice and positioned. Carried on a research of putting forward the marketing strategy and the marketing implement suggestion of the company. This text mainly combines the whole and economic environment and industry of region in Shanghai to develop the present condition and trend to get a need of Shanghai region to insurance in the market
environment analysis. But the insurancepassed Shanghai in the last few years is total to supply scale and grow nearly of analysis; this text gets the huge potential of the Shanghai insurance development. In the
international assurance company the competition the situation analysis, through the analysis of internal resources and the rival present condition to the company, we can conclude that the company advantage and the company’s bad situation in the marketing network, the service means and the marketing mode in brand popularity, personnel’s character. In carrying on, outside environment analysis and subdivide to the insurance market, the foundation of the choice and fixed position up, this text get the marketing of combine strategy for: grow nearly to want to enhance to
take subdividing customer as the premise but development to be new in the strategy the insurance grow, carrying on combination and packing to the existing insurance kind. Want to carry on the low cost list price and the price packing to the target of the management of characteristics and company that the insurance grow in the price strategy, was mainly put forward building up a multi-layer marketing outlet of stereoscopic type in the outlet strategy, promote sales strategy to mainly pay attention to the exaltation advertisement efficiency and the public relations news effect, then this text is putting forward the implement suggestion of the marketing strategy: Improve business process, establishment continuously with sound encourage peace treaty to tie a mechanism and develop human resource, carry out a talented person strategy and build up
information-based system of the corporate culture oThis text study and will have certain function to the development of branch in American international assurance company of Shanghai and some standpoints and method for put forward; for establishment valid marketing system, with set up the marketing idea of science to do a lot of good, also hopes branch in American international assurance company of Shanghai can realize ambition in future, the long steps go forward. 更多还原
【关键词】 友邦保险公司； 人寿保险； 营销策略；
【Key words】 American International Assurance； Health insurance； Marketing Strategy；
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【网络出版投稿人】 西安理工大学 【网络出版年期】2006年 03期
【分类号】F842.3 ? 【被引频次】3 ? 【下载频次】625 打印本页
节点文献中： 节点文献
美国友邦保险有限公司深圳分公司发展战略研究
Study on Development of Shenzhen Branch of American International Assurance
Co.,Ltd
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