Z保险公司差异化营销策略研究

发布时间：2018-02-24 15:38

本文关键词： 差异化营销策略农业保险　出处：《广西师范大学》2015年硕士论文　论文类型：学位论文

【摘要】：我国保险市场的竞争日趋激烈,各家保险公司在面临同质化竞争的环境下,采取了多元化的营销策略,确保自身市场占有率和业绩的提升。一方面诸多保险公司采用了营销战略与营销细节的整合,以求在营销层面的改观上进一步拓展市场；另一方面,保险企业在追求销售业绩的同时,以竞争优势和拓展市场的能力,形成了差异化的营销模式。这两种模式成为保险公司市场竞争的主要方式,特别是农业保险企业,由于受到了我国“三农政策”的影响,农业保险在近阶段内发展较快,Z保险公司成立五年多来,在区域内发展势头良好,在专业化的农业保险业务方面已经取得了一定的成绩。本文从农业保险的宏观环境、行业环境等方面分析了Z保险公司的营销现状,特别是在其外部因素引导下,如何加快该公司的产品创新,有效实施差异化营销的驱动因素和该公司的竞争优势方面做了阐述。单纯从农业保险公司的角度而言,农村保险消费需求正在逐步地得到培育和壮大,因此,加大对农村市场的研究和投入,引起了各家保险公司的重视。Z保险公司作为专业性的农业保险企业,其营销战略,营销策略都适合与农业产业化背景下的农业保险体系。因而,在行业竞争激烈的业态下,构建专业化的,差异化的营销战略是农业保险企业迫在眉睫的举措。Z保险公司立足农业保险领域,其竞争优势就是专业化,竞争手段就是差异化。因此,本文以Z保险公司为例证来研究保险企业的差异化营销策略,具有现实意义和理论应用价值。本文着重强调了Z保险公司的专业化、差异化的营销优势特征,区别了农业保险公司和传统的保险公司在农业险种受理和理赔方面的特征,充分论证了Z保险公司在农业保险方面的竞争优势,特点、和规律。本文以STP营销、差异化战略理论为依据,针对Z公司的实际情况,对其内外部环境进行了分析。结合外部因素矩阵、内部因素矩阵内部因素矩阵与SWOT研究分析等工具,对Z保险公司进行了差异化营销战略的选择与设计并对具体的实施策略进行了阐述。本文运用了定量、定性分析、数理统计法和比较研究法,为Z公司的决策提供了依据。本文通过运用研究工具,分析了Z保险公司的差异化营销策略在其专业化领域实施的可行性,提出了农业保险各个环节的差异化营销策略的具体实现路径,并设计了相关组织结构和营销体系的方案,为Z保险公司的差异化营销策略的具体实现提出了有益的建议。
[Abstract]:The competition in China's insurance market is becoming more and more fierce. In the face of homogeneous competition, insurance companies have adopted diversified marketing strategies. On the one hand, many insurance companies adopt the integration of marketing strategy and marketing details in order to further expand the market on the other hand, In pursuit of sales performance, insurance enterprises form a differentiated marketing model with their competitive advantage and ability to expand the market. These two models have become the main way for insurance companies to compete in the market, especially for agricultural insurance enterprises. As a result of the impact of the "three agricultural policies" in China, agricultural insurance has developed more rapidly in the past five years, and has enjoyed a good momentum of development in the region. Some achievements have been made in the specialized agricultural insurance business. This paper analyzes the marketing situation of Z insurance company from the macro environment and industry environment of agricultural insurance, especially under the guidance of its external factors. How to speed up the product innovation of the company, the driving factors of effective implementation of differentiated marketing and the competitive advantage of the company are expounded. The consumption demand of rural insurance is gradually being cultivated and strengthened. Therefore, increasing the research and investment in rural market has aroused the attention of insurance companies. Z insurance company, as a professional agricultural insurance enterprise, has its marketing strategy. Marketing strategies are suitable for the agricultural insurance system under the background of agricultural industrialization. The differentiated marketing strategy is an imminent measure of agricultural insurance enterprises. Z insurance company is based on the field of agricultural insurance, its competitive advantage is specialization, and the means of competition is differentiation. This paper takes Z Insurance Company as an example to study the differential marketing strategy of insurance enterprises, which has practical significance and theoretical application value. The characteristics of agricultural insurance company and traditional insurance company in agricultural insurance acceptance and claim settlement are distinguished, and the competitive advantages, characteristics and laws of Z insurance company in agricultural insurance are fully demonstrated. Based on the theory of differentiation strategy, this paper analyzes the internal and external environment of Z Company, combining with external factor matrix, internal factor matrix and SWOT research and analysis tools, and so on. The selection and design of differential marketing strategy for Z insurance company and the detailed implementation strategy are described. This paper applies quantitative, qualitative, mathematical statistics and comparative research methods. This paper analyzes the feasibility of the differentiation marketing strategy of Z insurance company in its specialized field by using research tools. This paper puts forward the specific realization path of the differentiated marketing strategy in every link of agricultural insurance, and designs the relevant organizational structure and marketing system, and puts forward some useful suggestions for the realization of the differential marketing strategy of Z insurance company.
【学位授予单位】：广西师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F842.3;F274

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