ZH保险咸阳中支公司车辆保险营销策略研究

发布时间：2018-04-28 05:33

本文选题：车辆保险 + SWOT分析营销策略　；参考：《西安理工大学》2017年硕士论文

【摘要】：伴随着咸阳经济的快速发展,消费者对车辆的需求和风险意识也在逐渐增强,对车险产品的要求也越来越高,车险行业内的竞争愈演愈烈主要是由于新型渠道对传统营销渠道的剧烈冲击和全国集团化大型财险公司进驻陕西带来的竞争压力。ZH保险咸阳中支公司近年来出现了市场占有率下滑、赔付率升高、利润率下降众多问题。因此,必须提高核心竞争力,改变原有营销观念,逐步完善公司的营销体系,利用互联网技术发掘潜在客户,制定恰当的营销方法和高效的信息网络巩固客户黏性,借助总公司的品牌影响力提高公司在消费群体的知名度,开拓更为丰富的组合产品赢得消费者的持续关注,为公司今后的发展奠定坚实的基础。本文以ZH保险咸阳中支公司为研究对象,调查了当前公司的营销状况,从内外两方面分析公司在营销策略方面所存在的主要问题,借助与SWOT法明确了公司今后的营销策略。围绕ZH保险咸阳中支公司当前所推出的车险产品,提出了公司的营销目标,从产品、渠道、价格、促销四个方面制定了新的营销策略:产品方面,进行多元化的产品组合,对现有车险产品结合市场需求变动进行调整,利用差异化服务获取客户忠诚度;渠道方面,增强传统渠道,例如车商、电销的管理,同时利用先进技术拓展网销渠道;价格方面,通过客户和车型还有产品的上架销售模式三大因素进行细分制定差异化价格,将会对目标市场更具针对性;促销方面,结合当前的市场环境,主要通过公共关系、广告宣传和营业推广三方面进行公司的品牌宣传和影响力渲染。论文研究成果对提升ZH保险咸阳中支公司营销水平,促进ZH保险咸阳中支公司的竞争力具有一定的应用价值,对其他类似公司营销策略的制定也有一定的参考意义。
[Abstract]:With the rapid development of Xianyang economy, consumers' demand for vehicles and their awareness of risks are also gradually increasing, and the requirements for auto insurance products are becoming more and more high. The fierce competition in the auto insurance industry is mainly due to the fierce impact of the new channels on the traditional marketing channels and the competitive pressure brought by the presence of large national property insurance companies in Shaanxi. ZH Insurance Xianyang Central Branch Company has emerged in recent years. The market share has declined. The compensation rate rises, the profit margin drops numerous problems. Therefore, we must improve the core competitiveness, change the original marketing concept, gradually improve the company's marketing system, use Internet technology to explore potential customers, develop appropriate marketing methods and efficient information network to consolidate customer stickiness. With the help of the brand influence of the head office to improve the company's popularity in the consumer group, to develop a richer combination of products to win the continued concern of consumers, for the company's future development to lay a solid foundation. Taking the ZH insurance Xianyang Central Branch Company as the research object, this paper investigates the current marketing situation of the company, analyzes the main problems existing in the marketing strategy of the company from both inside and outside, and clarifies the company's marketing strategy in the future with the help of the method of SWOT. Focusing on the car insurance products currently introduced by ZH Insurance Xianyang Central Branch Company, this paper puts forward the company's marketing objectives, and formulates new marketing strategies from four aspects: product, channel, price and promotion: product aspect, diversified product mix, Adjust the existing auto insurance products in combination with market demand change, use differentiated services to obtain customer loyalty, enhance the management of traditional channels, such as car dealers, electric sales, and use advanced technology to expand the network marketing channels, in the aspect of channels, strengthen the management of traditional channels, such as car dealers, electric sales, and use advanced technology to expand the network marketing channels. In terms of price, the differential pricing will be more targeted to the target market by subdividing the three major factors of customers, models and the on-shelf sales model of the products. In terms of promotion, combining with the current market environment, mainly through public relations, Advertising and business promotion of the company's three aspects of brand publicity and impact rendering. The research results of this paper have certain application value to improve the marketing level of ZH insurance Xianyang Zhongzhi Company and promote the competitiveness of ZH Insurance Xianyang Central Branch Company, and also have certain reference significance to the formulation of other similar company's marketing strategy.
【学位授予单位】：西安理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F842.634;F274

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