转变发展方式背景下保险市场走出单一价格竞争的博弈分析

A Game Analysis of Going out of Sole Price Competition in China’s Insurance Market under the Change of Economic Development Pattern

笔者通过博弈模型分析中国保险市场,结果表明,单一价格竞争的成因在于保险产品的同质化形成的恶性循环,低价同质化竞争具有诸多弊端,不利于保险行业健康发展,可以通过提供增值服务来进行有效的保险产品差异化,使保险市场走出单一价格竞争。保险公司在有效的差异化过程中应注意抢占先机,提高差异化效率。

The paper analyzes China＇s insurance market by the game theory. It is found that the competition in traditional insurance market is primarily charactered by sole price competition resulted from homogenization of insurance products. Variation competition with value added service insuranee companies may avoid sueh a negative competion by eontinous produet innovation.