阳光财产保险股份有限公司北京分公司车险营销策略研究

发布时间：2018-03-20 14:17

本文选题：车辆保险　切入点：营销策略　出处：《哈尔滨工业大学》2014年硕士论文　论文类型：学位论文

【摘要】：当前，我国机动车数量增长迅猛，车辆保险市场日趋活跃。作为中国政治金融中心的北京，截至2013年，机动车保有量已经突破了500万大关，，庞大的车辆保险市场成为众多保险公司竞争的重要战场。近年来，由于市场竞争主体增多，网络技术的发展与普及，使得北京车险市场竞争更加激烈，阳光产险北京分公司在车险发展上遇到了瓶颈，规模和效益始终无法突破。本文是以作者所在的阳光财产保险股份有限公司北京市分公司的车险产品为实例，针对北京车辆保险市场的市场环境、行业状况、车险市场竞争格局以及阳光产险北京分公司的车险营销现行体系进行了详细分析，提出了阳光产险北京分公司车险营销存在的问题，并结合公司的优劣势和市场机会、风险，运用SWOT组合分析方法，确定了阳光产险北京分公司车险营销发展战略以及三年战略目标。最后重点运用4C营销理论制定了阳光产险北京分公司以客户为导向的全新的车险营销策略。通过细分市场，建立个人客户和团体客户运营体系；强力推动网电销渠道建设；打造理赔服务和客户服务体系。同时通过组织架构改革和销售队伍建设的配套保障，确保车险营销策略的有效实施。
[Abstract]:At present, the number of motor vehicles in China is growing rapidly, and the vehicle insurance market is becoming increasingly active. As a political and financial center of China, as of 2013, the number of motor vehicles in Beijing has exceeded the 5 million mark. The huge vehicle insurance market has become an important battlefield for many insurance companies to compete. In recent years, due to the increase of the main body of market competition and the development and popularization of network technology, the competition in Beijing auto insurance market has become more fierce. Sunshine property Insurance Beijing Branch encountered a bottleneck in the development of auto insurance, scale and efficiency can never break through. This paper takes the car insurance products of the Beijing branch of Sunshine property Insurance Co., Ltd. as an example, aiming at the market environment and industry conditions of the Beijing vehicle insurance market. The competition pattern of auto insurance market and the current system of auto insurance marketing of Sunshine property Insurance Beijing Branch are analyzed in detail, and the problems existing in auto insurance marketing of Sunshine property Insurance Beijing Branch are put forward, and combined with the advantages and disadvantages of the company and the market opportunities, the risks are put forward. Using SWOT combination analysis method, The development strategy and three years strategic target of auto insurance marketing of Sunshine property Insurance Beijing Branch are determined. Finally, the new customer-oriented auto insurance marketing strategy of Sunshine property Insurance Beijing Branch is formulated by using 4C marketing theory. Establish individual customer and group customer operation system; strongly promote the construction of network sales channel; create claim service and customer service system. At the same time, through organizational structure reform and sales team building, Ensure the effective implementation of auto insurance marketing strategy.
【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F842.634

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