随着中国经济社会的发展，保险行业取得了长足进步，尤其保险代理行业 驶入了发展的快车道，机构数量迅速增加，业务规模逐渐扩大。但由于保险专 业代理机构发展起步较晚，基础较差，加之专业能力不强和管理能力不足，因 此“孝散、乱、差”几乎成为业内普遍现象。通胜保险代理公司成立时间较 长，具备一定的业务规模，分支机构数量较多，但整体业务结构较为单一，基 本体现了当前行业的大多特征。 本论文将通胜公司作为研究对象，结合战略管理理论知识，首先对企业的 外部战略环境进行分析，包括运用PEST分析法分析宏观环境，运用五力模型 分析行业环境，运用CPM矩阵分析竞争对手，另外分析市场和消费者情况； 同时对企业资源、企业能力、经营现状、企业文化等内部战略环境进行分析。 接着介绍公司战略目标体系和总体战略；分别使用EFE、IFE矩阵对外、内部 环境进行分析，结合SWOT矩阵分析，制定出适合的竞争战略；通过QSPM矩 阵进行客观评价，从而对备选战略进行筛眩经过分析得出：在公司的增长型 总体战略前提下，成本领先战略为最适合公司业务发展的竞争战略。 通胜公司应将竞争战略的作用范围定位在公司全体员工，主要由公司高级 管理层进行直接组织与实施。在战略实施上，包括在产品策略方面，应丰富产 品结构，重点低成本推动车险、人身险、企财险等业务，控制家财险业务推动 力度，维持意外险、货运险等业务的发展；在销售策略方面，要推动线上产品 规模化销售，降低整体业务成本，还要加强业务人员综合素质培养，提高线下 业务展业成功率；在渠道策略方面，应分已设立营业机构、新设立营业机构两 大类型进行管理。同时，通胜公司应做好规范公司治理、调整人力资源管理、 完善企业文化、加大技术研发等配套保障措施。最后还要通过风险控制、绩效 控制、财务控制、战略控制评价等做好战略控制。以通胜公司竞争战略制定为 例，可为国内保险专业代理机构在厘清业务战略上起到一定的理论指导和现实 借鉴的作用，进而一定程度上推动保险行业健康快速发展。 关键词：保险代理公司，业务发展，竞争战略 EMBA学位论文 作者：戴迪煌 通胜保险代理公司竞争战略研究 II RESEARCH ON COMPETITIVE STRATEGY OF TONGSHENG INSURANCE AGENCY CO., LTD Abstract With the development of China's economy and society, the insurance industry has made great progress, especially the insurance agency industry has entered the fast lane of development, the number of institutions has increased rapidly, and the business scale has gradually expanded. However, due to the late development of insurance agency, poor foundation, lack of professional ability and management ability, "small, scattered, disorderly and poor" has almost become a common phenomenon in the industry. Tongsheng insurance agency Co., Ltd has been established for a long time, with a certain business scale and a large number of branches, but the overall business structure is relatively simple, which basically reflects most characteristics of the current industry. This paper takes Tongsheng company as the research object and combines the theoretical knowledge of strategic management,first of all, the external strategic environment of the enterprise is analyzed, including the use of PEST analysis method to analyze the macro environment, the use of Porter's Five Force Model to analyze the industry environment, the use of CPM matrix to analyze competitors, in addition to the analysis of market and consumer situation; at the same time, the internal strategic environment such as enterprise resources, enterprise capabilities, business status, corporate culture is analyzed. Then it introduces the company's strategic target system and overall strategy; uses the EFE and IFE matrices to analyze the external and internal environment respectively, and combines with the SWOT matrix analysis to develop a suitable competitive strategy; uses the QSPM matrix to objectively evaluate, so as to screen the alternative strategies. After analysis, it is concluded that the cost leading strategy is the most suitable competitive strategy for the company's business development under the premise of the company's overall growth strategy. Tongsheng company should position the role of competitive strategy in all employees of the company, which is directly organized and implemented by the senior management of the company. In terms of strategy implementation, including EMBA学位论文 作者：戴迪煌 通胜保险代理公司竞争战略研究 III product strategy, we should enrich product structure, focus on low-cost promotion of auto insurance, personal insurance, enterprise property insurance and other businesses, control the promotion of home property insurance business, and maintain the development of accident insurance, freight insurance and other businesses; In terms of sales strategy, it is necessary to promote the large-scale sale of online products, reduce the overall business cost, strengthen the comprehensive quality training of business personnel, and improve the success rate of offline business development; in terms of channel strategy, it should be managed in two types: established business organization and newly established business organization. At the same time, Tongsheng company should do a good job in standardizing corporate governance, adjusting human resource management, improving corporate culture, increasing technology research and development and other supporting measures. Finally, we should do strategic control through risk control, performance control, financial control and strategic control evaluation. Taking the competitive strategy of Tongsheng company as an example, it can play a role of theoretical guidance and practical reference for domestic insurance professional agencies in clarifying business strategy, and further promote the healthy and rapid development of the insurance industry to a certain extent. Key words: insurance agency, business development, competitive strategy EMBA学位论文 作者：戴迪煌 通胜保险代理公司竞争战略研究 IV 目 录 中文摘要 ........ I Abstract ........ II 第一章 绪论 . 1 1.1 研究背景与意义 .............................. 1 1.1.1 研究背景 ..... 1 1.1.2 研究意义 ..... 1 1.2 企业简介 ........... 2 1.3 研究内容与思路 .............................. 3 1.3.1 研究内容 ..... 3 1.3.2 研究思路 ..... 4 第二章 相关理论综述 ............... 5 2.1 企业战略管理概述 .......................... 5 2.1.1 企业战略的概念 ........................ 5 2.1.2 企业战略管理概述 .................... 5 2.2 企业战略管理国内外研究现状 ...... 5 2.2.1 企业战略管理国外研究现状 .... 5 2.2.2 企业战略管理国内研究现状 .... 7 2.3 三种基本竞争战略 .......................... 8 2.4 战略分析工具与方法 ...................... 8 2.4.1 战略分析工具 ............................ 8 2.4.2 研究方法 ... 10 第三章 通胜保险代理公司外部战略环境分析 .... 11 3.1 宏观环境分析 . 11 3.1.1 政治环境分析 .......................... 11 EMBA学位论文 作者：戴迪煌 通胜保险代理公司竞争战略研究 V 3.1.2 经济环境分析 .......................... 17 3.1.3 社会文化环境分析 .................. 20 3.1.4 科技环境分析 .......................... 22 3.2 行业与市场环境分析 .................... 25 3.2.1 行业总体与趋势分析 .............. 25 3.2.2 行业五力模型分析 .................. 28 3.2.3 市场与消费者分析 .................. 32 第四章 通胜保险代理公司内部战略环境分析 .... 40 4.1 企业资源分析 . 40 4.1.1 企业有形资源分析 .................. 40 4.1.2 企业无形资源分析 .................. 40 4.1.3 企业人力资源分析 .................. 41 4.1.4 企业资源的竞争价值分析 ...... 43 4.2 企业基本能力分析 ........................ 44 4.2.1 基本能力分析 .......................... 44 4.2.2 核心能力分析 .......................... 45 4.3 企业经营现状分析 ........................ 46 4.3.1 财务状况分析 .......................... 46 4.3.2 组织架构分析 .......................... 48 4.3.3 营销状况分析 .......................... 50 4.4 企业文化分析 . 51 4.4.1 企业文化介绍 .......................... 51 4.4.2 企业文化发展过程 .................. 52 4.4.3 企业文化问题分析 .................. 53 第五章 通胜保险代理公司竞争战略的制定与决策 ........................... 54 5.1 战略目标体系和总体战略 ............ 54 5.1.1 战略目标体系 .......................... 54 5.1.2 公司总体战略 .......................... 55 5.2 竞争战略制定 . 56 EMBA学位论文 作者：戴迪煌 通胜保险代理公司竞争战略研究 VI 5.2.1 竞争战略制定之信息输入：EFE矩阵和IFE矩阵 ........................... 56 5.2.2