中华保险内蒙古分公司车辆保险营销策略研究

发布时间：2018-03-30 05:05

本文选题：中华保险　切入点：车险　出处：《内蒙古大学》2014年硕士论文

【摘要】：随着国民经济的迅速增长,人民的生活水平有了显著的提高,对机动车辆的需求也不断加大。为了帮助车主们避免由交通事故引发的巨额经济损失,各保险主体纷纷推出车辆保险业务来保障他们的利益。尽管车辆保险业务开办时间不长,但该项业务已经发展成为了各财险公司的重要组成部分。目前,机动车辆保险已成为各家财产保险公司竞相争夺的重要业务。对车险营销的深入研究有助于完善公司车险业务,提高自身竞争能力,获得车辆保险领域更好的发展空间。本文回顾了国内保险业的发展历程,运用保险服务营销的相关理论,首先分析了中华联合财产保险股份有限公司内蒙古分公司的目前状况及公司营销现状；其次,采用PEST分析法对公司的营销宏观环境进行了分析,同时,对比了竞争对手(人民保险、大地保险、平安保险、太平洋保险等),找出了公司的优势、劣势,并总结出公司在机构设置、人员专业技能、营销渠道、承保理赔等方面存在的一系列问题；再次,运用4P理论深入全面地剖析了公司营销策略及存在的问题；最后,针对中华联合财产保险股份有限公司内蒙古分公司的营销环境、营销现状,并结合车辆保险的行业特点,为公司提出了车辆保险营销方面的改进建议,并为其他财产保险公司制订车辆保险营销策略提供了借鉴和参考。
[Abstract]:With the rapid growth of the national economy, the standard of living of the people has been significantly improved, and the demand for motor vehicles has been increasing. In order to help car owners avoid the huge economic losses caused by traffic accidents, Various insurance entities have launched vehicle insurance business to protect their interests. Although the vehicle insurance business has not been established for a long time, the business has developed into an important part of various property insurance companies. Motor vehicle insurance has become an important business competing for property insurance companies. The in-depth study of auto insurance marketing is helpful to improve the auto insurance business, improve their own competitiveness, and obtain a better development space in the field of vehicle insurance. This paper reviews the development of the domestic insurance industry, using the relevant theory of insurance service marketing, firstly analyzes the current situation of Inner Mongolia Branch of China United property Insurance Co., Ltd. and the current marketing situation of the company. This paper analyzes the marketing macro environment of the company by using PEST analysis, and compares the competitors (people's Insurance, Land Insurance, Ping an Insurance, Pacific Insurance, etc.) to find out the advantages and disadvantages of the company. And summed up the company in the establishment, personnel professional skills, marketing channels, insurance claims and other aspects of a series of problems; again, the use of 4P theory in-depth and comprehensive analysis of the company's marketing strategy and existing problems; finally, In view of the marketing environment and marketing situation of Inner Mongolia Branch of China United property Insurance Co., Ltd., and combined with the industry characteristics of vehicle insurance, the paper puts forward some suggestions for improving the marketing of vehicle insurance for the company. And for other property insurance companies to formulate vehicle insurance marketing strategy to provide reference and reference.
【学位授予单位】：内蒙古大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F842.63;F275

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