泰州H保险公司营销策略研究

发布时间：2018-03-30 05:12

本文选题：家庭财产保险　切入点：保险营销　出处：《南京理工大学》2013年硕士论文

【摘要】：近年来,泰州市保险市场发展迅速,保险公司相继在泰州设立保险分支机构,同行业间竞争日益加剧。在这样的市场环境下,H财产保险公司泰州中心支公司(以下简称泰州H保险公司)必须紧紧依靠现有的各方面优势来大力拓展具有较大效益的险种。家庭财产保险具有保源广、费率低等特点,是效益型险种。与事实相反的是,现阶段,泰州保险市场上家庭财产保险的保险份额占比很小,保险份额占比有逐渐缩小的趋势,这与泰州市近年来人民与日俱增的家庭财产形成了较大的不同步。近年来泰州H保险公司一直在思考家庭财产保险规模减小的原因,正在极力地思考制定何种有效的家庭财产保险营销策略,来加速家庭财产保险的快速发展,以达到一定的非车险占比。本文以泰州H保险公司家财险为研究对象,以家财险营销中存在的问题为切入点,选择SWOT工具对家财险保险营销进行分析,从泰州市保险市场实际出发,确定了相应目标市场,在7Ps等相关理论的指导下,提出了泰州H保险公司在家财险业务领域应采取的营销策略,其内容包括产品策略,价格策略,渠道策略,促销策略,人员策略,有形展示策略,过程管理策略等。以促进泰州H保险公司家财险业务的平稳发展,从而占领稳定的市场份额,同时,也为泰州H保险公司的其他保险产品的营销奠定了基础。
[Abstract]:In recent years, the insurance market in Taizhou has developed rapidly. Insurance companies have set up insurance branches in Taizhou one after another. In such a market environment, the property insurance company Taizhou central branch (hereinafter referred to as Taizhou H insurance company) must rely on the existing advantages to expand greatly. Family property insurance has a wide range of sources, The low rates are characterized by beneficial types of insurance. Contrary to the facts, at this stage, the share of household property insurance in the Taizhou insurance market is very small, and the proportion of insurance shares is gradually decreasing. This is out of step with the increasing number of household property in Taizhou in recent years. In recent years, Taizhou H Insurance Company has been thinking about the reasons for the decrease in the scale of family property insurance. In order to accelerate the rapid development of family property insurance and achieve a certain proportion of non-auto insurance, we are trying our best to formulate what kind of effective family property insurance marketing strategy to speed up the rapid development of family property insurance. This paper takes the family property insurance of Taizhou H insurance company as the research object, taking the problems existing in the family property insurance marketing as the breakthrough point, choosing the SWOT tool to analyze the family property insurance insurance marketing, starting from the actual situation of Taizhou insurance market. Under the guidance of 7Ps and other relevant theories, this paper puts forward the marketing strategies that should be adopted by Taizhou H Insurance Company in the field of household property insurance business, including product strategy, price strategy, channel strategy, promotion strategy, etc. Personnel strategy, visible display strategy, process management strategy, etc., to promote the stable development of the family property insurance business of Taizhou H Insurance Company, thus occupying a stable market share, at the same time, It also laid the foundation for the marketing of other insurance products of Taizhou H Insurance Company.
【学位授予单位】：南京理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F842.3

【参考文献】