信息技术和互联网科技的快速发展给保险专业中介行业带来了史无前例的机会 和挑战。作为国内保险中介行业的翘楚，大童保险服务公司如何应对这些复杂的外 部环境，保持领头羊地位是本文研究的重点。 本文对大童保险服务公司未来五年的发展战略进行研究，全文分为五个部分。 第一部分介绍了保险中介和战略管理的相关概念。第二部分使用 PEST 和五力模型分 析了大童公司面临的外部机遇和挑战。外部发展机遇包括：国家相关政策的鼓励、 人民收入持续增长、人们保险意识增强和互联网技术的发展。与此同时也必须警惕 保险公司制约的威胁，面对其他金融机构、互联网保险和实业公司以及国外保险中 介公司的竞争。第三部分通过分析大童公司的发展历程、关键资源和关键能力后， 总结出大童公司的优势和存在的问题。大童公司应保持与保险公司的良好关系、发 挥行业品牌影响力、利用其创新能力和丰富的平台资源改变其营销战略不完善、组 织结构松散、创新能力不足、市场不规范等劣势。通过对大童公司内外部环境分析， 第四部分运用 SWOT 模型总结出大童公司未来 5 年的发展战略并设计了具体执行方 案。大童公司的战略发展可分为两个阶段。前两年可推进 SO 战略，通过扩大寿险市 场份额、加快人才储备、加强与保险公司的合作、提升平台流量的角度等措施，发 挥优势扩大竞争优势。后三年通过参股保险公司、探索组织创新与管理创新、成功 IPO、发展管理型总代理等措施策略发展成全面的金融服务集团。 本文把战略管理理论系统应用于大童公司案例分析中。本论文在为大童公司制 定发展战略的同时，也对国内保险中介行业的发展提供了参考价值。 关键词：保险中介 互联网保险 发展战略II 华 中 科 技 大 学 硕 士 学 位 论 文 Abstract The rapid development of Information technology and Internet technology has brought unprecedented opportunities and challenges to the insurance industry. As the insurance agency industry leader, how Datong Company deals with such complex external opportunities and challenges, maintaining the leading position is the key point of this paper. This paper studies the development strategy of Datong company in the next five years, which includes five parts. Firstly, this paper introduces the concepts of insurance agent and strategic management. The second part analyzes the external opportunities and challenges of Datong with PEST and Five Forces tools, which includes: the good national policy encouragement, per capita disposable income growth, the enhancement of people's insurance awareness and the rapid development of Internet technology. At the same time, there are also problems such as the restrictions of insurance companies on insurance intermediaries, the fierce competition among other financial institutions, Internet insurance companies and industrial companies, and the threat posed by foreign intermediary companies to grab market share in China. Thirdly, through analyzing the internal resources, the advantages of Datong Company mainly include: good relationship with insurance companies, great brand influence, strong technological innovation ability, abundant platform resources, etc. Disadvantages mainly include obvious homogeneity of operation, insufficient brand influence in the consumer market and loose organizational structure. According to these findings, the fourth part summarizes the development strategy of Datong company in the next five years with SWOT and designs the specific implementation plan. The company's strategic development can be divided into two stages. In the first stage, Datong can promote SO strategy to achieve stable growth of performance such as expanding the market share of life insurance, accelerating the talentIII 华 中 科 技 大 学 硕 士 学 位 论 文 reserve, strengthening the cooperation with insurance companies, and improving the flow rate of the platform, etc. The following three years Datong implements ST strategy to expand competitive advantage and develops into a comprehensive financial service group. Datong needs to participate in insurance companies, explore the organizational and management innovation, IPO and develop into the management-oriented general agent. This paper systematically applied strategy management theory to the Datong case research, when making development strategy at the same time providing a reference for the domestic insurance agency industry. Key words: Insurance agent Internet Insurance Development strategyIV 华 中 科 技 大 学 硕 士 学 位 论 文 目 录 摘要...............................................................................................................I Abstract.......................................................................................................... II 图目录............................................................................................................VI 表目录...........................................................................................................VII 1 绪论.............................................................................................................1 1.1 研究背景............................................................................................1 1.2 研究的目的与意义............................................................................2 1.3 国内外相关研究................................................................................4 1.4 研究思路和方法................................................................................5 1.5 论文结构............................................................................................6 2 基本理论与方法综述................................................................................7 2.1 保险中介的概念................................................................................7 2.2 保险中介发展概述............................................................................7 2.3 互联网保险发展概述........................................................................8 2.4 战略管理相关理论..........................................................................10 3 大童保险服务公司面临的外部环境分析..............................................14 3.1 宏观环境分析..................................................................................14 3.2 行业与竞争分析..............................................................................16 4 大童公司内部环境分析..........................................................................22 4.1 大童保险服务公司简介..................................................................22 4.2 大童公司的关键资源......................................................................26 4.3 大童公司关键能力..........................................................................30V 华 中 科 技 大 学 硕 士 学 位 论 文 4.4 大童公司存在的问题......................................................................32 4.5 本章小结..........................................................................................34 5 大童保险服务公司发展战略方案..........................................................35 5.1 SWOT 分析......................................................................................35 5.2 战略方案的选择..............................................................................37 5.3 战略目标..........................................................................................38 5.4 战略实施方案..................................................................................39 5.5 本章小结..........................................................................................44 结束语.............................................................................................................46 致 谢.............................................................................................................47