中国平安财产保险湖南分公司车辆保险营销策略研究

发布时间：2018-01-01 00:23

本文关键词：中国平安财产保险湖南分公司车辆保险营销策略研究　出处：《南华大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着我国经济的高速发展,我国的保险业也得到了空前的快速发展,特别是近些年,随着我国汽车消费的兴起,车辆保险业务增长迅速,逐渐成为各大保险公司竞争的主要领域。平安财险湖南分公司经过多年的持续快速发展,在湖南地区车险市场上具有较大的市场占有率,并且已经构建了完善的市场营销体系。但是随着湖南地区车辆保险市场的竞争越来越激烈,为确保公司在湖南地区市场的优势地位,实现公司可持续发展,就必须不断创新和运用国内外先进的保险营销理念,对公司的市场营销策略进行优化。本文首先对车辆保险发展的外部环境进行分析,包括宏观经济分析、市场监管环境、车辆保险市场前景以及竞争环境。其次对公司的基本情况及营销策略现状进行了阐述,并对其进行了分析,在此基础上运用SWOT矩阵分析模型,审视了公司车险业务发展面临的机会与威胁,竞争中具备的优势和劣势。最后,针对具体问题并结合SWOT矩阵分析结果,从产品、价格、渠道等方面提出旨在提高营销竞争力的具体优化策略。本研究基于平安财险湖南分公司的具体案例进行分析,将市场营销理论应用于具体工作实践,对本公司车险市场的开发,营销业绩的提升具有较强的现实指导意义,同时对于其他财险公司的营销策略提升也有一定的借鉴意义。
[Abstract]:With the rapid development of China's economy, China's insurance industry has also been an unprecedented rapid development, especially in recent years, with the development of China's automobile consumption, vehicle insurance business is growing rapidly, has gradually become the main competition in the field of major insurance companies. Pingan Insurance Hunan branch after years of sustained and rapid development in Hunan. In the auto insurance market has a larger market share, and has established a perfect marketing system. But with the competition of vehicle insurance market in Hunan is more and more intense, as the dominant position to ensure that the company is in the Hunan area of the market, to achieve the sustainable development of the company, it is necessary to innovate and use of domestic and foreign advanced insurance marketing idea. The company's marketing strategy optimization. Firstly, the development of vehicle insurance to analyze the external environment, including macroeconomic analysis, market supervision The environment, vehicle insurance market prospects and competitive environment. Secondly, the basic situation and the status of the company's marketing strategy is discussed, and analyzed, on the basis of using the SWOT matrix analysis model, examine the company's insurance business facing the development opportunities and threats, advantages and disadvantages of the competition. Finally, according to the specific the problem with the SWOT matrix analysis, from product, price, channels and other aspects put forward specific optimization strategy aims to improve the marketing competitiveness. This study specific case of Ping An insurance Hunan branch based on the analysis of the application of marketing theory to the concrete practice of the company, the development of insurance market, has a strong practical guiding significance marketing performance promotion, but also have certain reference significance for other insurance companies to enhance the marketing strategy.

【学位授予单位】：南华大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F842.3;F274

【相似文献】