论文部分内容阅读
90年代中期,战略定位是企业的主导战略观。以波特为首的战略研究分析了企业在产业中所处的位势决定了企业的竞争优势,他的战略理论是以产业组织理论中的SCP模型框架为主要骨干。本文用引入了品牌竞争力的SCP分析模型,搭建B-S-C-P模型,用以考察再保险公司品牌竞争力与绩效的关系,同时分析再保险市场结构、市场行为和绩效的影响。最终找到了一些规律可以为保险和再保险企业借鉴,为企业制定竞争战略决策做一些指引。实证证明,再保险公司品牌竞争力与市场结构、绩效呈正相关,与市场行为呈负相关。BSCP模型是结合了波特的竞争优势理论,为企业战略选择和优势根源提供了新的切入点,在21世纪的全球化竞争背景下品牌竞争无疑是更切合当前的竞争环境。
The mid-90s, the strategic positioning of the dominant business strategy. Porter led the strategic research analysis of the business in the industry in the position determines the competitive advantage of enterprises, his strategic theory is based on the industrial organization theory SCP model as the main backbone. In this paper, we introduce the SCP model of brand competitiveness and build a B-S-C-P model to examine the relationship between reinsurance company brand competitiveness and performance, and analyze the impact of reinsurance market structure, market behavior and performance. Finally found some rules for insurance and reinsurance companies to learn from, to make some guidelines for enterprises to make competitive strategic decisions. Empirical evidence shows that the brand competitiveness of reinsurers is positively correlated with market structure and performance, and negatively correlated with market behavior. BSCP model is a combination of Porter’s theory of competitive advantage, which provides a new entry point for the strategic choice and superiority of enterprises. Under the background of global competition in the 21st century, brand competition is undoubtedly more suited to the current competitive environment.