宁夏广泽保险代理有限公司营销策略研究

发布时间：2018-02-10 21:34

本文关键词： 保险代理营销策略 SWOT 7Ps营销组合策略　出处：《宁夏大学》2013年硕士论文　论文类型：学位论文

【摘要】：宁夏广泽保险代理有限公司是一家小型的专业保险代理机构。本文通过研究其营销策略,以实现广泽公司市场竞争能力的提高。本文首先介绍了国内保险中介行业的营销现状和发展趋势,并对宁夏保险中介市场的特点进行阐述。然后从广泽公司营销现状出发,分析公司存在的主要问题。通过运用SWOT营销管理工具对广泽公司内外部环境进行分析,找出广泽公司面临的机会和威胁,分析出公司的优势和劣势。结合公司当前业绩、营销方式、市场拓展等方面的分析,针对公司营销过程中存在的主要问题进行提炼。接着论文在完成广泽公司所处内外部环境分析的基础上,运用波特五力模型分析法确定了公司营销战略方向,根据公司行业特征和产品特点,对宁夏保险中介市场进行了细分,确定了适合广泽公司的目标市场,应用服务行业7Ps营销组合策略,提出了改进后的公司营销策略。
[Abstract]:Ningxia Guangze Insurance Agency Co., Ltd. is a small professional insurance agency. This paper studies its marketing strategy to improve the market competitiveness of Guangze Company. This paper first introduces the marketing status and development trend of domestic insurance intermediary industry, and expounds the characteristics of Ningxia insurance intermediary market. By using SWOT marketing management tools to analyze the internal and external environment of Guangze Company, to find out the opportunities and threats faced by Guangze Company, to analyze the strengths and weaknesses of the company, and to combine the current performance of the company with the analysis of the main problems of the company. Marketing methods, market expansion and other aspects of the analysis of the main problems in the company's marketing process to refine. Then, on the basis of the analysis of the internal and external environment of Guang Ze Company, the paper uses Porter's five Force Model Analysis method to determine the marketing strategy direction of the company, according to the industry characteristics and product characteristics of the company. In this paper, the insurance intermediary market in Ningxia is subdivided, the target market suitable for Guangze Company is determined, the 7Ps marketing combination strategy of service industry is applied, and the improved marketing strategy is put forward.
【学位授予单位】：宁夏大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F842.3

【相似文献】