PASD分公司财产保险营销业务发展策略研究

发布时间：2018-03-08 14:31

本文选题：财产保险　切入点：SWOT分析　出处：《山东理工大学》2017年硕士论文　论文类型：学位论文

【摘要】：近几年我国财险行业不断快速发展,根据我国保监会2016年1-9月数据显示,2016年1-9月产险公司原保险保费收入6824.84亿元,同比增长8.97%;2015年被称为保险行业的开元年;2016年各财险公司保监局在所在省份陆续组织召开学习贯彻《各省保险业发展第十三个五年规划纲要》动员大会促进各省保险业发展。随着对外开放不断深入,财险业务的专业化、一体化程度不断提高。专业的服务体验和一体化服务成为财险业务的主导;相对而言,国内财险公司无论在经营发展水平、人员素质、业务交叉程度及综合业务的服务模式等方面,与国际大型综合性保险机构相比,都存在较大差距。从国内来看,各大各大银行、证券等金融机构不断扩张业务范围,不再局限于原有的经营范围,而是朝着多元化的方向发展,截止目前有200家公司排队静候保险牌照,财险市场竞争十分激烈。面对内外发展机遇与威胁,进行财险营销业务营销策略的创新和探索,是我国财险公司的当务之急。PASD公司在国内财险行业处于第一梯队,在财险业务营销上积累了一定的经验,但随着国家近几年不断对保险行业实施规范、改革,国内巨大的财险市场,让竞争者和潜在进入者跃跃欲试,激烈的竞争环境让财险行业变幻无常。本文对PASD公司财险业务营销策略的研究,是对当前的竞争环境下营销优化策略的探索,对于丰富财险行业新形势下营销策略有着重要的意义。同时,对PASD公司财险营销中现实问题的解决,具有指导与实践意义。本文将以PASD公司为例,从产品策略、渠道策略、营销业绩和营销队伍几个方面,来分析PASD公司的财险业务营销现状,运用SWOT分析法,分析PASD公司的优势、劣势、机会和威胁,在全面对公司分析的基础上,本文得到了公司内部存在代理人素质行为欠规范、客户挖掘与保留能力欠缺、网络营销渠道建设不完善、综合性人才缺失和激励体制及管理责任落后等问题;在明确PASD公司的优势、劣势、机会和威胁,以及在财险业务营销中存在的问题,结合4P营销组合理论,探讨PASD公司的财险营销策略,本文对PASD公司财险业务营销策略的探讨,并不是事无巨细的从各个方面进行探讨,而是基于PASD公司的SWOT分析和发展存在问题,有针对性的提出营销策略,至于一般性的策略,本文并没有着重探讨;任何策略的实施都必须配备必要的保障措施,本文将从互联网、数据、客户、结构和营销队伍等几个方面,对PASD公司财险业务营销策略提供保障措施,希望通过本文的探讨研究,提高PASD公司的市场竞争力,实现成为所在区域领导者的战略目标。
[Abstract]:In recent years, the property insurance industry in China has been developing rapidly. According to the data of China Insurance Regulatory Commission from 2016 to September, the original insurance premium income of property insurance companies in 2016 was six hundred and eighty-two billion four hundred and eighty-four million yuan. 2015 was called the opening year of the insurance industry. In 2016, the Bureau of Insurance and Supervision of property Insurance companies in their provinces successively organized to study and implement the 13th Five-Year Plan outline for the Development of the Insurance Industry in various provinces, and mobilized the general meeting to promote the protection of all provinces. The development of the insurance industry. With the deepening of the opening to the outside world, The specialization of property insurance business, the degree of integration, the professional service experience and the integrated service become the dominant of the property insurance business. In contrast, the domestic property insurance company, regardless of the level of management and development, the quality of personnel, There is a big gap between the degree of business crossover and the service mode of comprehensive business compared with the large international comprehensive insurance institutions. From the domestic point of view, the major banks, securities and other financial institutions continue to expand their business scope. No longer limited to the original business scope, but towards the direction of diversification. Up to now, there are 200 companies waiting for insurance licences, and the property insurance market is very competitive. Facing the opportunities and threats of internal and external development, To innovate and explore the marketing strategy of property insurance business is the top priority of our country's property insurance company. PASD is in the first echelon in the domestic property insurance industry, and has accumulated some experience in the property insurance business marketing. But as the country has continued to regulate and reform the insurance industry in recent years, the huge domestic property insurance market has made competitors and potential entrants eager to try it. The fierce competition environment makes the property insurance industry fickle. The research on the marketing strategy of the property insurance business of PASD Company is the exploration of the marketing optimization strategy under the current competitive environment. It is of great significance to enrich the marketing strategy of the property insurance industry under the new situation. At the same time, it is of guiding and practical significance to solve the real problems in the property insurance marketing of PASD Company. This paper will take PASD Company as an example, from the product strategy, channel strategy, Marketing performance and marketing team to analyze the PASD company's property insurance business marketing status, using SWOT analysis, analysis of PASD's strengths, weaknesses, opportunities and threats, on the basis of a comprehensive analysis of the company, In this paper, there are some problems in the company, such as the understandard behavior of the agent, the lack of the ability to excavate and retain the customers, the imperfect construction of the network marketing channel, the lack of comprehensive talents and the backward incentive system and management responsibility. In order to clarify the advantages, disadvantages, opportunities and threats of PASD Company, and the problems existing in property insurance business marketing, combined with the 4P marketing combination theory, this paper discusses the property insurance marketing strategy of PASD Company, and discusses the marketing strategy of the property insurance business of PASD Company. Not from all aspects of the discussion, but based on the SWOT analysis and development of PASD problems, targeted marketing strategies, as for the general strategy, this paper does not focus on the discussion; The implementation of any strategy must be equipped with the necessary safeguards, this article will be from the Internet, data, customers, structure and marketing team, and other aspects of the PASD property insurance business marketing strategy to provide security measures, This paper hopes to improve the market competitiveness of PASD Company and achieve the strategic goal of becoming a regional leader.
【学位授予单位】：山东理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F842.3;F274

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