改革背景下太平洋北分车险营销策略研究

发布时间：2018-06-23 04:45

  本文选题：车险改革 + 车险市场化　； 参考：《对外经济贸易大学》2017年硕士论文

【摘要】：近年来随着经济的发展人们生活水平的提高,我国私家车的数量大幅上升,车险在保险行业中的地位也变得越来越重要,传统的车险模式已经不能适应当前的车险市场,车险改革在所难免。本文以我国刚开启改革步伐的商业车险市场化为背景,以太平洋保险北京分公司机动车辆保险营销策略为研究对象,通过对目前的营销策略进行分析,提出在改革背景下太平洋保险北京分公司机动车辆保险营销策略。全文主要包括七部分,具体内容如下:第一部分为绪论,主要包括文章的研究背景以及研究意义与研究目的,相关的文献综述与研究方法,文章的创新点和不足之处。第二部分是车辆保险和营销策略的相关理论基础,笔者主要阐述了车辆保险的市场化营销方式以及车辆保险的价格是如何制定的。第三部分笔者着重对车辆保险市场改革的过程和改革的具体内容进行了深入细致的分析。第四部分探讨了车险改革下对车险营销产生的影响,具体为车险改革对车险产生的影响,包括对对车险费率体系的影响,对在车险市场上利益相关者的影响,对购买车险的市场消费群体的有关影响与对车险市场监管所产生的影响;并在车险改革对车险营销影响因素分析的基础上提出了一些建设性的意见。第五部分笔者主要系统的分析了太平洋保险公司北京分公司在车险改革的过程中,进行相关的车险营销活动所出现的诸多问题。第六部分笔者则立足我国现阶段车险改革的大背景,针对太平洋保险北京分公司车险营销策略如何调整提出了有关的意见和建议。第七部分为结论与对未来车险市场的展望。
[Abstract]:In recent years, with the development of economy, the number of private cars in China has increased dramatically, and the status of auto insurance has become more and more important in the insurance industry. The traditional auto insurance model has been unable to adapt to the current auto insurance market. Car insurance reform is inevitable. This paper takes the marketization of commercial automobile insurance, which has just begun the reform in China, as the background, and takes the marketing strategy of the motor vehicle insurance of Pacific Insurance Beijing Branch as the research object, through the analysis of the current marketing strategy. Under the background of reform, the marketing strategy of motor vehicle insurance of Pacific Insurance Beijing Branch is put forward. The paper includes seven parts: the first part is the introduction, including the research background, research significance and purpose, relevant literature review and research methods, innovation and shortcomings of the article. The second part is the theoretical basis of vehicle insurance and marketing strategy. The author mainly expounds the market-oriented marketing mode of vehicle insurance and how to formulate the price of vehicle insurance. The third part focuses on the reform of the vehicle insurance market and the specific content of the in-depth and detailed analysis. The fourth part discusses the impact of auto insurance reform on auto insurance marketing, including the impact on auto insurance rate system, the impact on stakeholders in the auto insurance market. On the basis of the analysis of the influence factors of auto insurance reform on auto insurance marketing, some constructive suggestions are put forward. In the fifth part, the author systematically analyzes many problems in the process of auto insurance reform of Pacific Insurance Company Beijing. In the sixth part, based on the background of auto insurance reform in China, the author puts forward some suggestions and suggestions on how to adjust the auto insurance marketing strategy of Pacific Insurance Beijing Branch. The seventh part is the conclusion and the prospect of the future auto insurance market.
【学位授予单位】：对外经济贸易大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F842.634
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本文编号：2055833