DJBX公司外资财产保险业务市场营销策略研究

发布时间：2018-02-12 14:35

本文关键词： 外资保险公司本土化目标市场　出处：《吉林大学》2017年硕士论文　论文类型：学位论文

【摘要】：我国从2001年加入WTO,2006年结束入世保护期后,向全世界开放了金融市场,国外大量知名金融机构纷纷进驻中国,这些大牌外资保险公司的涌入,给我国的保险市场注入了新鲜的血液,带来了先进的管理经验和产品技术。但由于自身本土化不足,没有设计出符合中国国情的差异化产品,在中国的知名度不足,目标市场狭小等因素导致外资保险公司在中国市场发展缓慢。本文立足于这一时代背景,以笔者所在的DJBX公司作为外资保险公司的代表来进行研究。分析其经营的现状、问题点,并提出解决这些问题的市场营销策略和保障其实施的各项对策。DJBX公司成立至今虽然凭借专业的保险经验和成熟的经营理念,在中国的保险市场上获得了一定的发展,特别是在货物运输险方面,保费规模位居财险市场前列。但同时也面临着目标市场狭小,分支机构设立缓慢,保险产品结构、价格与中资保险公司趋同,服务未达到消费者的期待等问题,这些问题的存在严重制约着DJBX公司在中国保险市场上的长远可持续发展。为了解决这些问题,笔者以现代营销理念、客户关系管理、目标市场营销理论为基础,重新确立DJBX公司的目标市场--继续将日资企业作为主体目标市场,同时谨慎承保一些优质的非日资业务和个人意外险健康险业务。并在该目标市场中定位为外资保险NO.1。通过制定一系列的市场营销策略,例如放弃低水平的价格战,开发设计技术含量高且多元化的保险产品、加强与保险经纪公司代理店合作并积极拓展零售渠道、积极运用微信等网络数字化营销、举办防灾防损学习会提高客户满意度、参加公益活动提高市场知名度等策略来达成这一目标。并提出通过提升企业及员工的营销理念、改进营销组织构架、加强对营销人员的专业化培训、完善对营销人员的激励制度、明确营销费用的使用等措施来保障以上营销策略的实施。虽然外资保险公司面临的挑战显而易见,但并非无法逾越,外资保险公司今后在重新选择适合自己的目标市场、定位目标市场后,立足于本土创新、数字化营销、提升品牌认知度,再加上车险市场向外资开放后,我们可以预测,在不久的将来,外资保险公司可以在中国市场有更长远的发展。另外,本文的研究从长远来看,对于今后我国本土保险公司走出中国走向世界的发展也有重要的借鉴意义。
[Abstract]:Since China joined WTO in 2001 and ended its WTO protection period in 2006, it has opened up its financial market to the whole world, and a large number of well-known foreign financial institutions have entered China. It has injected fresh blood into the insurance market of our country and brought advanced management experience and product technology. However, due to its insufficient localization, it has not designed a differentiated product that is suitable for China's national conditions, so it is not well known in China. The small target market leads to the slow development of foreign insurance companies in China. Based on the background of this era, this paper takes the DJBX company as the representative of foreign insurance companies to study, and analyzes the current situation of its management. Problems, and put forward marketing strategies to solve these problems and various countermeasures to ensure their implementation. Although DJBX Company has been established since its establishment, with professional insurance experience and mature business philosophy, it has achieved certain development in the insurance market in China. In particular, in the area of cargo insurance, the scale of insurance premiums is in the forefront of the property insurance market. But at the same time, it also faces a narrow target market, slow establishment of branches, structure of insurance products, and convergence of prices with Chinese insurance companies. In order to solve these problems, the author uses the modern marketing concept and customer relationship management to solve these problems, which seriously restrict the long-term sustainable development of DJBX Company in China's insurance market. Based on the theory of target marketing, we re-establish the target market of DJBX Company-continue to take Japanese enterprises as the main target market. At the same time, it is careful to underwrite some high-quality non-Japanese business and personal casualty health insurance business. And it is positioned as foreign insurance no. 1 in the target market. By formulating a series of marketing strategies, such as abandoning the low level price war, Developing and designing insurance products with high technical content and diversity, strengthening cooperation with insurance brokerage agency stores, actively expanding retail channels, actively using online digital marketing, such as WeChat, holding disaster prevention and loss prevention learning will improve customer satisfaction. To achieve this goal by taking part in public welfare activities and raising market awareness, and by promoting the marketing concept of enterprises and employees, improving the marketing organization structure, and strengthening the professional training of marketing personnel, Improve the incentive system for marketing personnel, clear the use of marketing expenses and other measures to ensure the implementation of the above marketing strategy. Although the challenges faced by foreign insurance companies are obvious, but not insurmountable. In the future, foreign insurance companies will re-select their own target market and position the target market, based on local innovation, digital marketing, promotion of brand awareness, plus the opening of the auto insurance market to foreign investment, we can predict. In the near future, foreign insurance companies can have a longer term development in the Chinese market.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F842.3;F274

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