平安产险深圳分公司私家车险营销策略优化研究

发布时间：2018-03-21 06:56

本文选题：平安产险深圳分公司　切入点：私家车险　出处：《中南大学》2013年硕士论文　论文类型：学位论文

【摘要】：平安产险深圳分公司经过20多年的持续快速发展,在车险业务开拓上,虽然已经构建了比较完整的市场营销体系,但是仍然在价格竞争激烈、客户资源流失、服务标准迅速被复制超越等方面存在问题。因此,为确保公司在深圳产险业市场的优势地位,实现公司的可持续发展,就必须不断创新和应用国内外保险营销理念,调整优化平安产险深圳分公司市场营销策略。本文首先描述了平安产险深圳分公司私家车险的发展现状,包括公司简介、营销机构设置、营销人员管理、保费规模等,并对私家车险营销外部环境、内部条件运用SWOT法进行分析,审视了公司私家车险发展面临的机会与挑战,竞争中具备的优势与劣势。其次阐述了公司现行营销策略,并结合客户满意度问卷调查分析了现行策略(产品及定价同质化、渠道专属化、促销活动分散授权、服务高标准建立)带来的新需求无法满足、资源流失等问题及其产生的原因。然后针对问题从私家车险产品及定价、渠道、促销、服务方面提出旨在提高客户满意度的具体优化策略,确保市场优势地位。最后为保障营销优化策略的实施,应配备与之相应的措施,即优化组织架构调整部门职能、加强人力资源建设、树立服务意识、完善激励机制。本案例通过对于平安产险深圳分公司车辆保险营销策略的研究和总结,对整个私家车辆保险行业起到良好的借鉴作用,有利于促进私家车辆保险市场又快又好的健康发展。
[Abstract]:Ping an property Insurance Shenzhen Branch has been developing continuously and rapidly for more than 20 years. In the development of auto insurance business, although it has already constructed a relatively complete marketing system, it is still in the fierce price competition and the loss of customer resources. Therefore, in order to ensure the company's dominant position in the Shenzhen property insurance market and realize the sustainable development of the company, it is necessary to continuously innovate and apply the domestic and foreign insurance marketing concepts. Adjust and optimize the marketing strategy of Ping an property Insurance Shenzhen Branch. This paper first describes the current situation of private car insurance in Ping an property Insurance Shenzhen Branch, including company profile, marketing organization setup, marketing personnel management, premium scale, and so on, and analyzes the external environment of private car insurance marketing. The internal conditions are analyzed by SWOT method, and the opportunities and challenges faced by the private car insurance development, the advantages and disadvantages in the competition are examined. Secondly, the current marketing strategy of the company is expounded. Combined with customer satisfaction questionnaire survey, the paper analyzes the new demand brought by current strategies (product and pricing homogeneity, channel specialization, decentralized authorization of promotional activities, establishment of high service standards). From the aspects of private car insurance products and pricing, channels, sales promotion, service, and put forward specific optimization strategies aimed at improving customer satisfaction. Finally, in order to ensure the implementation of the marketing optimization strategy, the corresponding measures should be provided, that is, optimizing the organizational structure and adjusting the functions of the department, strengthening the construction of human resources, establishing service consciousness and perfecting the incentive mechanism. Through the research and summary of the vehicle insurance marketing strategy of Ping an property Insurance Shenzhen Branch, this case has a good reference role for the whole private car insurance industry, and is conducive to promoting the rapid and healthy development of the private car insurance market.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F842.3

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