-I- 中文摘要 随着经济全球化趋势日益明显，“战略”的概念日渐受到重视，并在20世纪 80年代后形成理论研究热潮，人们对“战略”有了更进一步的认识，“战略”的 定义演变为企业未来发展的基点，是为寻求并维持持久竞争优势而作出的，有关 企业全局的重大筹划和谋略。在寿险公司中，战略管理尤为重要。只有找到适合 本公司发展的战略，才能制定不同的发展策略，使公司更好地发展。 本文通过对TP人寿黑龙江分公司现有竞争战略的研究，应用PEST分析法、 SWOT分析法、企业竞争战略等相关理论，结合TP人寿黑龙江分公司当前经营数 据、内外部环境等信息对公司进行战略定位，将成本领先战略和差异化战略重新 进行了调整，并通过制度保障、组织保障、人才保障、技术保障对公司实现新的 竞争战略进行支持，促使公司全面发展。 关键词：TP人寿黑龙江分公司；竞争战略；战略调整；战略保障 黑龙江大学硕士学位论文 -II- Abstract With the increasingly obvious trend of economic globalization, the concept of "strategy" has been paid more and more attention, and a theoretical research upsurge has formed since the 1980s. People have a further understanding of "strategy". The definition of "strategy" has evolved into the basis point for the future development of enterprises, which is made to seek and maintain lasting competitive advantage. It is a major planning and strategy for the overall situation of enterprises. In life insurance companies, strategic management is particularly important. Only by finding the strategy suitable for the company's development, can we make different development strategies and make the company develop better. In this paper, through the research on the current competitive strategy of TP life Heilongjiang Branch, applying PEST analysis, SWOT analysis, enterprise competitive strategy and other related theories, combining with the current business data, internal and external environment and other information of TP life Heilongjiang Branch, the company's strategic positioning is carried out, the cost leading strategy and differentiation strategy are readjusted, and through system guarantee and organization guarantee Barrier, talent guarantee and technology guarantee support the company to realize the new competitive strategy and promote the company's all-round development. Keywords： TP life Heilongjiang branch; Competitive strategy; Strategic adjustment; Strategic safeguard 目录 -III- 目录 中文摘要...........................................................................................................................I Abstract...........................................................................................................................II 绪论..................................................................................................................................1 一、研究的背景、目的及意义...............................................................................1 （一）研究的背景............................................................................................1 （二）研究的目的............................................................................................1 （三）研究的意义............................................................................................2 二、国内外研究现状...............................................................................................3 （一）国外研究现状........................................................................................3 （二）国内研究现状........................................................................................4 （三）国内外研究现状评述............................................................................5 三、研究内容及研究方法.......................................................................................5 （一）研究内容................................................................................................5 （二）研究方法................................................................................................6 第一章 研究相关概念与理论基础................................................................................8 第一节 相关概念.....................................................................................................8 一、竞争............................................................................................................8 二、竞争战略....................................................................................................9 第二节 相关理论...................................................................................................10 一、企业竞争战略理论..................................................................................10 二、PEST分析法.............................................................................................11 三、SWOT分析法..........................................................................................12 本章小结.................................................................................................................13 第二章 TP人寿黑龙江分公司竞争战略现状及存在问题........................................14 第一节 公司简介...................................................................................................14 黑龙江大学硕士学位论文 -IV- 一、成立及发展历程......................................................................................14 二、结构及发展业务......................................................................................14 第二节 公司竞争战略的现状...............................................................................18 一、成本领先战略的现状..............................................................................18 二、差异化战略的现状..................................................................................19 第三节 公司竞争战略存在的问题及原因分析...................................................20 一、公司现有竞争战略存在的问题..............................................................20 二、公司竞争战略存在问题的原因分析......................................................21 本章小结.................................................................................................................22 第三章 TP人寿黑龙江分公司竞争战略的环境分析................................................23 第一节 公司竞争战略外部环境的PEST分析....................................................23 一、政治与法律环境......................................................................................23 二、经济环境..................................................................................................24 三、社会和文化环境......................................................................................24 四、技术环境..................................................................................................25 第二节 公司竞争战略内部环境的SWOT分析..................................................26 一、机遇与挑战..............................................................................................26 二、优势与劣势..............................................................................................28 本章小结.................................................................................................................32 第四章 TP人寿黑龙江分公司竞争战略的调整........................................................33 第一节 公司竞争战略定位及目标调整...............................................................33 一、公司竞争战略定位的调整......................................................................33 二、公司竞争战略目标的调整......................................................................34 第二节 公司竞争战略调整的重点.......................................................................36 一、成本领先战略的调整..............................................................................36 二、差异化战略的调整..................................................................................38 本章小结...........................................................................................................