BZAB财产保险公司营销策略研究

发布时间：2018-04-19 01:00

本文选题：财产保险 + 营销策略　；参考：《山东理工大学》2017年硕士论文

【摘要】：随着我国经济的飞速发展,中国保险业也不断繁荣,为适应市场经济的改革发展,保险业的市场化也在不断增强,在市场经济中占有重要份额。由此相关的国内财险市场格局不断发展变化。保险业市场化营销理念也日新月异,各保险公司为发展壮大,都充分利用自身优势,不断开拓市场,挖掘客户,适应竞争的需要。随着外资保险公司大量涌入国内,带动国内保险市场不断开放,市场格局竞争性逐步形成,并不断深化,随之而来的问题不断出现,致使市场集中度不断降低。本文以STP理论与4P理论作为指导,在对滨州保险市场的实际调研分析,首先对BZAB财险公司的营销现状做出了说明,同时对BZAB财险公司所处的营销环境从宏观环境、行业竞争、内部环境进行了分析。其次,运用STP理论与4P理论对公司营销策略从多方面进行分析。最后,为BZAB财险公司营销策略的实施制定了如下的保障措施:加强营销队伍建设;提升内部管理,改善服务质量;建立良好的渠道反馈体系。本文建立在BZAB财产保险公司的真是数据上进行分析研究的,通过对理论联系实际,对公司的营销策略进行提高与完善,在激烈的市场竞争中提升公司竞争力与市场份额有一定的指导作用。
[Abstract]:With the rapid development of our country's economy, the insurance industry in China is booming. In order to adapt to the reform and development of the market economy, the marketization of the insurance industry is also increasing, and it occupies an important share in the market economy.As a result, the domestic property insurance market pattern is constantly changing.The marketing concept of insurance market also changes with each passing day. For the development of insurance companies, they all make full use of their own advantages, constantly open up the market, excavate customers and adapt to the needs of competition.With the large influx of foreign insurance companies into China, the domestic insurance market is opening up constantly, and the market pattern of competition is gradually formed and deepened. The following problems appear constantly, which leads to the decrease of market concentration.Under the guidance of STP theory and 4P theory, this paper firstly explains the marketing situation of BZAB property insurance company and the marketing environment of BZAB property insurance company from macro environment and industry competition in the actual investigation and analysis of Penzhou insurance market.The internal environment is analyzed.Secondly, use STP theory and 4 P theory to analyze the company marketing strategy from many aspects.Finally, the following measures are made for the implementation of the marketing strategy of BZAB property insurance company: strengthening the construction of marketing team, improving internal management, improving service quality, and establishing a good channel feedback system.Based on the real data of BZAB property insurance company, this paper analyzes and studies the marketing strategy of the company through the combination of theory and practice.In the fierce market competition to enhance the competitiveness of the company and market share has a certain guiding role.
【学位授予单位】：山东理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F842.3;F274

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