中文摘要
改革开放30多年,中国成为全球增长最快的保险市场和最重要的新兴保险大
国。作为保险欧亿·体育（中国）有限公司主要利润来源的寿险业,吸引了中外资本的竞相追逐,导致寿
险竞争主体急速增加,欧亿·体育（中国）有限公司竞争日趋激烈。在这种市场形势下,研究和制定恰当
的竞争战略,对于保险公司的可持续发展具有十分重要的意义。

本文以平安人寿济南公司为研究对象,运用战略管理理论的基本模型和分析
方法,旨在为公司研究和制定竞争战略。首先,运用PEST工具对平安人寿济南公
司所处的宏观环境进行研究,运用五力模型分析欧亿·体育（中国）有限公司竞争状况,找出公司所面临
的机会和威胁,建立外部因素评价矩阵EFE。接着,分析公司的资源和能力等内部
环境,找出公司内部的优势和劣势,建立内部因素评价矩阵IFE。在此基础上,运
用SWOT分析和一般竞争战略模型,通过对平安人寿济南公司可采取的竞争战略进
行了比较分析,指出差异化战略是其必然选择。然后,根据公司内部价值链的关
键环节分析,确定平安人寿济南公司差异化战略的重点是产品差异化、服务差异
化、营销渠道差异化、人员差异化和品牌差异化。随后,对差异化战略的实施进
行了具体阐述。

为确保差异化战略的有效实施,本文最后以7S模型为基础,提出了优化内部
组织结构,实现动态化集中管理;加强人力资源管理,提高员工整体素质和稳定
性;完善内部控制体系,确保持续稳健经营;完善客户信息管理系统,提高信息
技术应用能力;提高战略执行力,推动战略稳步实施等一系列保障体系。

关键词:保险;竞争分析;差异化竞争战略
山东大学硕士学位论文
ABSTRACT
China has become the most important emerging insurance powers and the fastest
growing insurance markets in the world since Chinese reform and opening-up. As the
main source of profit for the insurance industry, the life insurance industry is attracting
a lot of investment by domestic and foreign consortiums. So, competition is
increasingly fierce among more and more life insurance companies. Therefore, to
survive in the rough battle,how to establish competitive strategy and to promote its core
competitiveness are the problems that all of the life insurance enterprises must resolve.
The subject of this thesis is Ping An life insurance company of China, Ltd. Jinan
Branch (Ping An of Jinan) . This paper uses the theories and analysis tools of strategic
management to study and establish competitive strategy for Ping An of Jinan. First, this
paper uses PEST theory to analyze macro environment, uses Five-force model to
analyze the trade competition status, establishes external factor evaluation matrix to find
the chances and threats. Then, this paper analyzes internal environment including
resources and capabilities, establishes internal factor evaluation matrix to find the
advantages and disadvantages. On the basis, using SWOT theory and general
competitive strategy theory, the differentiation competitive strategy is pointed out after
comparison and analysis of three competitive strategies. Further, it is determined that
differentiation competitive strategies for Ping An of Jinan are product differentiation
competitive strategy, service differentiation competitive strategy, marketing channel
differentiation competitive strategy, human differentiation competitive strategy, and
brand differentiation competitive strategy. Following that, this paper gives a concrete
exposition on implementation of differentiation competitive strategies.
At the end of the dissertation, a series of guaranteeing measures are put forward on
basis of 7S model, in order to implement the differentiation competitive strategies
effectively, such as optimizing internal organizational structure, strengthening human
resources management, perfecting internal control system,improving CRM system
construction,prompting execution power for strategy and so on.
Key Words: Insurance;Competitive analysis;Differentiation competitive strategy