保险公司“异型车战略”下的消费者意愿调查分析

发布时间：2018-03-27 08:55

本文选题：“异型车战略”　切入点：消费者意愿　出处：《首都经济贸易大学》2017年硕士论文

【摘要】：随着我国经济的飞速发展,群众生活水平的不断提升,我国已成为汽车保有量大国,但车险市场依然处于亏损状态,保险公司亟需改变车险亏损现状。而汽车4S店的让利促销不断侵蚀着自身利润,维修费用过高又导致客户流失严重,4S店需要寻找新的客户资源。与此同时,保险公司在与汽车4S店的博弈中仍处于劣势,要想从弱势地位中走出来,必须寻找更好的方式。因此,保险公司“异型车战略”应运而生。本文讨论的是保险公司“异型车战略”下的消费者意愿,并通过调研的方式了解消费者的接受度,也有利于“异型车战略”的普及。本次调研为期两个月,通过纸质问卷和电子问卷的方式,主要针对购买了商业机动车保险的车主。由于“异型车战略”属于新型名词,因此在问卷说明语以加粗字体进行定义,方便调查对象填写。调查内容主要包括调查对象的个人信息调查、调查对象拥有汽车的基本信息调查以及调查对象对保险公司“异型车战略”接受度的调查,并利用Logistic模型对可能影响消费者意愿的因素进行分析。通过调研结果和实证结果分析可得,67. 44%的人同意参加“异型车战略”,仅有32. 56%的人群不愿意参加。而在调查对象基本信息和拥有汽车基本信息共13个因素中,通过显著性检验的有年龄、文化程度、家庭年收入、汽车用途、汽车价格、行驶里程和对汽车配件的了解程度,其中对汽车配件的了解程度因素影响效果最为显著。最后根据调查结果,结合当前我国保险业的现状,从保险公司、4S店和监管部门三个不同的主体提出相应的意见和建议。
[Abstract]:With the rapid development of our economy and the continuous improvement of the living standards of the masses, China has become a large country with large automobile holdings, but the auto insurance market is still in a state of loss. Insurance companies urgently need to change the status quo of auto insurance losses. While 4S stores continue to erode their profits by making profit promotions and heavy customer losses due to high maintenance costs, 4S stores need to look for new customer resources. The insurance company is still at a disadvantage in the game with the car 4S store. To get out of the weak position, we have to find a better way. The insurance company "abnormal car strategy" emerges as the times require. What this article discusses is the consumer's will under the insurance company's "abnormal car strategy", and understands the consumer's acceptance degree through the way of investigation. It is also conducive to the popularization of "abnormal car strategy." the study lasted two months. Through paper questionnaires and electronic questionnaires, it was mainly aimed at owners who bought commercial motor vehicle insurance. Because "abnormal car strategy" is a new term, Therefore, the explanatory language of the questionnaire is defined in bold font, which is convenient for the respondents to fill in. The contents of the survey mainly include the personal information survey of the subjects, The survey subjects have the basic information of the car, and the survey subjects' acceptance of the insurance company's "abnormal car strategy", Logistic model is used to analyze the factors that may affect the consumers' willingness. Through the analysis of the survey results and the empirical results, we can find that 67.44% of the people agree to participate in the "abnormal car strategy", and only 32.56% of the people do not want to participate. Of the 13 factors, the basic information of the subject and the basic information of owning a car, Age, education, annual household income, car use, car price, mileage and knowledge of auto parts were tested significantly. According to the investigation results, combined with the current situation of the insurance industry in China, from the insurance company, 4S shop and the supervision department three different subjects put forward the corresponding opinions and suggestions.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F842.3;F713.55

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