人保财险甘肃省分公司环境污染责任保险营销策略研究

发布时间：2018-04-27 06:31

本文选题：人保财险甘肃省分公司 + 环境污染责任保险　；参考：《兰州大学》2013年硕士论文

【摘要】：环境污染责任保险作为一种环境污染风险转移和分担机制,保护受害人利益,具有较强的社会管理功能。但由于企业认知度低、风险管控手段欠缺,法律制度不完善等困难,导致环境污染责任保险营销推广进程缓慢。本文首先以环境污染责任保险的概念及特征为切入点,对环境污染责任保险的理论进行概述,并对保险营销等相关理论进行了简单梳理,为本文研究提供了理论支撑；其次介绍了人保财险甘肃省分公司,并对人保财险甘肃省分公司环境污染责任保险的营销内、外部环境进行了分析,结合人保财险甘肃省分公司责任保险的营销情况、行业现状及未来发展趋势,来探讨环境污染责任保险在甘肃市场的营销策略；再次,运用STP方法分析人保财险甘肃省分公司环境污染责任保险的目标市场战略。然后,基于4P组合的营销策略,对人保财险甘肃省分公司环境污染责任保险的营销组合策略创新做了深入分析。最后,对人保财险甘肃省分公司环境污染责任保险营销过程中的营销范围、进度、成本管理提出了合理化建议。本文的研究以期对人保财险甘肃省分公司在甘肃市场推动环境污染责任保险的营销策略创新提供有益参考。
[Abstract]:As a mechanism of transferring and sharing environmental pollution risks, environmental pollution liability insurance has a strong social management function to protect the interests of the victims. However, due to the low level of corporate awareness, lack of risk control means, imperfect legal system and other difficulties, the process of marketing and promotion of environmental pollution liability insurance is slow. In this paper, the concept and characteristics of environmental pollution liability insurance as a starting point, the environmental pollution liability insurance theory is summarized, and insurance marketing and other related theories are simply combed, which provides a theoretical support for this study; Secondly, it introduces PICC Gansu Branch, and analyzes the internal and external environment of PICC Gansu Branch Environmental pollution liability Insurance, combined with the marketing situation of PICC Gansu Branch liability Insurance. This paper discusses the marketing strategy of environmental pollution liability insurance in Gansu market. Thirdly, it analyzes the target market strategy of environmental pollution liability insurance of PICC Gansu Branch by using STP method. Then, based on the marketing strategy of 4P combination, the innovation of the marketing combination strategy of PICC's Gansu Branch Environmental pollution liability Insurance is analyzed. Finally, the reasonable suggestions on the marketing scope, schedule and cost management of PICC's Gansu Branch Environmental pollution liability Insurance are put forward. The purpose of this paper is to provide a useful reference for PICC Gansu Branch to promote the marketing strategy innovation of environmental pollution liability insurance in Gansu market.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F842.69

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