中国人寿财险长春公司车险业务竞争战略研究 随着商业车险费率改革的深化，使车险市场的竞争日趋激烈，加速了车险 业务的竞争。同时，政府监管部门对于车险市场的严格监管，虽然遏制了通过 提高手续费进行恶性竞争的形势，但是也引出了其他的相关问题。例如，中小 企业由于规模不大，网点较少，品牌没有形成大的影响力，在市场竞争中没有 发言权，还是通过价格来获取客户。但是自从银保监会发布的《关于商业车险 费率监管有关要求的通知》正式施行，破坏了中小保险公司通过价格竞争这一 优势，进一步破坏了中小保险公司的生存模式。针对这一情况，中小规模的保 险公司想要生存并发展就需要重新制定新的战略规划，根据自身定位重新考虑 生存模式。与大公司相比，此类中小公司更应该重视客户体验，细化客户服务， 让口碑在客户间口口相传，这样才能赢得更多客户的青睐，从而使公司得到可 持续性的长远发展。 在这种情况下，具体深入分析中国人寿财险长春公司的车险业务的优劣和 外部环境变化带来的挑战和机遇，对公司的发展策略进行修正，进而帮助公司 的业务体系良性发展，制定出适合公司发展的具体策略，使长春公司能够在激 烈的市场竞争中获得优势。 本文先是通过对研究背景和研究意义的分析，查阅前人的研究成果。再通 过对中国人寿财险长春公司现在的经营状况进行分析，说明有关部门对商业车 险不断加强监管的的情形下，中国人寿财险长春公司面临的经营压力越来越大， 也存在一定的困难，包括原有渠道优势的丧失，现下的市场已经无法通过以价 格优势来获取顾客。因为渠道优势的丧失，公司也就进一步面临保费充足度的 下降、综合成本率的上升、经营压力越来越大等问题。 充分借助 PEST 分析、波特五力分析、SWOT 战略分析等多种研究方法，通 过具体分析中国人寿财险长春公司车险业务的营业状况和风险挑战，总结公司 的优势、劣势以及存在的困难和机遇，在这些基础上，提出适用于公司发展的III 差异性竞争战略。最后，运用 4PS 市场营销理论对根据差异性竞争战略所提出 的中国人寿财险长春公司的车险业务的销售、产品以及客户服务的发展计划和 组织架构、人员配备、财务相关制度等方面的保障举措，为中国人寿财险长春 公司车险业务的进一步发展提供好的借鉴意义和参考价值。 关键词：车险业务；SWOT；发展策略；I Abstract Research on Competitive Strategy of Auto Insurance of Changchun Company in GPIC With the deepening of the reform of commercial auto insurance rates, competition in the auto insurance market has become increasingly fierce and has accelerated the competition in the auto insurance business. At the same time, the government's strict supervision of the auto insurance market, while curbing the situation of vicious competition through increased handling fees, has also led to other related issues. For example, due to the small size and small number of outlets, small and medium-sized enterprises do not have a large influence and do not have a say in market competition. The business still obtains customers through price. However, since the announcement of the “Notice on Relevant Requirements for Commercial Auto Insurance Rate Supervision ” issued by the China Banking Regulatory Commission, the small and medium-sized insurance companies have undermined the advantage of price competition and further destroyed the survival mode of small and medium-sized insurance companies. In response to this situation, small and medium-sized insurance companies need to re-enact new strategic plans if they want to survive and develop, and reconsider the survival mode according to their own positioning. Compared with large companies, such small and medium-sized companies should pay more attention to customer experience, refine customer service, and spread word of mouth among customers, so as to win the favor of more customers, so that the company can achieve sustainable long-term development. Under such circumstances, the in-depth analysis of the pros and cons of China Life Property and Casualty Insurance Changchun Branch’s auto insurance business and the challenges and fundamental opportunities brought about by changes in the external environment will modify the company’s development strategy, thereby helping the company’s business system to develop soundly. To formulate specificII strategies suitable for the development of the company, so that Changchun Company can gain an advantage in the fierce market competition. This article firstly refers to the previous research results by analyzing the research background and research significance. Then by analyzing the current operating conditions of China Life Insurance P&C Insurance Changchun Branch, it shows that under the circumstances that relevant departments continue to strengthen the supervision of commercial auto insurance, China Life Property P&C Insurance Changchun Branch is facing increasing operating pressure and there are certain Difficulties, including the loss of the original channel advantage, the current market is no longer able to obtain customers by price advantage. Because of the loss of channel advantages, the company is further faced with problems such as a decrease in the sufficiency of premiums, an increase in the overall cost rate, and growing operating pressure. Taking full advantage of various research methods such as PEST analysis, Porter's five forces analysis, SWOT strategic analysis, etc., through a specific analysis of the business status and risk challenges of China Life Property Insurance Changchun's auto insurance business, the company's advantages, disadvantages, and existing difficulties and opportunities are summarized On these foundations, put forward a different competitive strategy applicable to the development of the company. Finally, the 4PS marketing theory is used to guarantee the development plan and organizational structure, staffing, and financial related systems of the price, sales, product and service development of China Life Insurance Changchun's auto insurance business based on the differentiated competition strategy. The measures provide a good reference and reference value for the further development of China Life Insurance Changchun's auto insurance business.