人保财险哈尔滨市分公司车险业务竞争战略研究 伴随我国经济发展态势的进展，保险业可谓机遇和挑战并存。社会经济的 持续扩容，城乡居民生活水平的提升给保险市场带来更多发展机会，而保险市 场本身发展更为纯熟，也意味着更为严峻的竞争形势，车险业务作为财险的重 要一环在竞争战略方面更需不断强化。本文以人保财险哈尔滨市分公司车险业 务竞争战略为研究对象，运用文献分析、比较分析、SWOT 分析等方法进行学术 研究并选择出适合其车险业务发展的战略，从而确保人保财险哈尔滨市分公司 车险业务发展在新时期的竞争环境下抢占先机、引领市场。 与一般的企业相比，保险业具有投资需求大、经营周期长、利润率稳定等 特点，是典型的以创新来推动增长的金融行业。这就要求保险人要有创新意识， 做到与时俱进，通过不断的创新来抢占市场份额，引领行业发展趋势。在我国 保险业，创新的重要性尤其体现在财产险上，而车辆保险在财险公司的整体业 务量中占据一个举足轻重的位置。同时，我国近年来针对车险市场频频改革， 车险行业未来在我国的发展将会面临一个新的阶段，从民众的保险意识，国家 的重视程度以及市场竞争的激烈程度来看，研究车险业务发展战略具有重要的 现实意义，也是人保财险哈尔滨市分公司在全面市场竞争下能取得竞争优势的 重要保障。本文在查阅和研读了大量国内外车险行业的先进经验与成果基础上， 论述了人保财险哈尔滨市分公司业务的基本情况和存在的不足，尤其针对车险 业务中的各项问题进行了归纳总结，并对产生的原因做了较为深入的剖析。再 针对公司的战略内部、外部环境做了比较详细而客观的阐释，从车险业务面对 的优势、劣势、机遇和威胁四个方面做了 SWOT 分析。拟通过对人保财险哈尔滨 市分公司车险业务竞争战略目标的制定，来选择科学的战略，再付诸于实践， 并给予相应的保障措施强化落实。II 由此，本文认为，针对人保财险哈尔滨市分公司车险业务制定科学的竞争 战略，能够促使其在车险业务市场上进行全面布局、合理规划，在保证依法合 规、创新驱动的同时，增加企业经济效益，践行保险行业在社会中应承担的责 任，从而促进企业可持续发展。 关键词， 人保财险，竞争战略，PEST，SWOTIII Abstract The Research on Vehicle Insurance Business Competitive Strategy in Harbin Branch of PICC With the progress of China's economic development, the insurance industry can be described as both opportunities and challenges. The continuous expansion of the social economy, the improvement of the living standards of urban and rural residents has brought more development opportunities to the insurance market, and the development of the insurance market itself is more sophisticated, which also means a more severe competitive situation. The auto insurance business is an important part of property insurance. In the competitive strategy, it needs to be strengthened. This paper takes the competition strategy of the auto insurance business of Harbin Branch of PICC Property Insurance as the research object, and uses literature analysis, comparative analysis, SWOT analysis and other methods to conduct academic research and select a strategy suitable for the development of its auto insurance business, thus ensuring the Harbin City of PICC. The development of the company's auto insurance business seized the opportunities and led the market in the competitive environment of the new era. Compared with ordinary enterprises, the insurance industry has the characteristics of large investment demand, long operating period and stable profit rate. It is a typical financial industry that promotes growth with innovation. This requires insurers to have a sense of innovation, to keep pace with the times, to seize market share through continuous innovation, and to lead the industry development trend. In China's insurance industry, the importance of innovation is especially reflected in property insurance, and vehicle insurance plays a pivotal role in theIV overall business volume of property and casualty companies. At the same time, in recent years, China has frequently reformed the auto insurance market. The future development of the auto insurance industry in China will face a new stage. From the perspective of the people's insurance awareness, the degree of national attention and the intensity of market competition, the development strategy of auto insurance business is studied. It has important practical significance, and it is also an important guarantee for the Harbin branch of PICC to achieve competitive advantage under comprehensive market competition. On the basis of reviewing and studying the advanced experience and achievements of a large number of auto insurance industry at home and abroad, this paper discusses the basic situation and existing deficiencies of the business of Harbin Branch of PICC P&C Insurance, especially summarizes the problems in the auto insurance business. And made a more in-depth analysis of the causes. Then, the company's strategic internal and external environment was explained in a more detailed and objective way, and SWOT analysis was made from the advantages, disadvantages, opportunities and threats faced by the auto insurance business. It is proposed to select a scientific strategy through the formulation of the strategic objectives of the automobile insurance business competition of Harbin Branch of PICC P&C Insurance, and then put it into practice, and give corresponding safeguard measures to strengthen implementation. Therefore, this paper believes that the development of a scientific competitive strategy for the auto insurance business of Harbin Branch of PICC P&C can promote its comprehensive layout and rational planning in the auto insurance business market, and increase the enterprise while ensuring legal compliance and innovation drive. Economic benefits, practice the responsibility of the insurance industry in society, and thus promote the sustainable development of enterprises. Key word， PICC P&C Insurance, Competitive Strategy, PEST, SWOTV 目 录 第 1 章 绪论........................................................................................... 1 1.1 研究背景与意义............................................................................ 1 1.2 研究方法与内容............................................................................ 2 1.3 理论基础和文献综述.................................................................... 3 第 2 章 人保财险哈尔滨市分公司业务现状和问题........................... 7 2.1 业务发展概况................................................................................ 7 2.2 发展现状评价................................................................................ 8 2.3 存在的问题和原因...................................................................... 12 第 3 章 人保财险哈尔滨市分公司战略环境分析............................. 15 3.1 外部环境分析.............................................................................. 15 3.2 内部环境分析.............................................................................. 24 3.3 SWOT 分析.................................................................................. 28 第 4 章 人保财险哈尔滨市分公司竞争战略的制定及实施 ............ 31 4.1 战略的目标.................................................................................. 31 4.2 战略的选择.................................................................................. 31 4.3 战略的实施.................................................................................. 33 4.4 战略的保障.................................................................................. 34 结 论 ..................................................................................................... 38