太平洋产险成都分公司非车险业务营销策略研究

发布时间：2018-04-20 19:00

本文选题：目标市场选择 + SWOT　；参考：《电子科技大学》2017年硕士论文

【摘要】：财产保险公司非车险业务的开展能够实现公司稳健经营,提升公司盈利能力,保持社会稳定,提升公司服务水平和形象,同时也是各家产险公司赢得市场份额和增强竞争力的核心业务。太平洋产险成都分公司经历25年的发展,已经有了较为成熟的非车险业务营销体系,但在产险市场主体逐渐增多,国家调控推进和市场需求变化的背景下,太平洋产险成都分公司存在的各种问题被逐一暴露,如营销观念落后、渠道单一、新产品推出滞后等。因此,不断创新服务理念,大力拓展非车险业务营销渠道,优化业务结构,建立符合太平洋产险成都分公司的市场营销策略已迫在眉睫,以之确保公司稳定和持续性发展。成都地区经济的高速发展、产险市场机制与法律法规的逐步完善,为非车险业务发展创造了经济基础与政策环境支持,近三年来非车险业务也表现出了强劲的增长态势,太平洋产险成都分公司迎来了较大的市场机会。而随着成都非车险市场竞争的逐年加剧,太平洋产险成都分公司的产品创新、营销策略、服务理念也面临着巨大挑战。本文通过文献研究法总结了专家对于保险市场中产品创新、保险价格、渠道拓展和服务的研究,同时为本文的营销策略研究奠定了理论基础。基于竞争对手营销优势的分析和太平洋产险的产品、销售渠道、服务的现状,总结出太平洋产险成都分公司自身的营销策略问题即公司应调整产品结构满足市场多样化的需求、发展移动互联网营销渠道开发APP应用软件收集用户数据,创新服务方式增强客户体验。同时,根据太平洋产险成都分公司的客户结构和品牌优势,在目标市场选择上以个人客户、中小型民营企业客户、重大客户为主要客户群为主。结合营销环境、SWOT的相关分析,提出了太平洋产险成都分公司非车险业务必须进行产品及产品组合创新、增强客户体验、定价差异化,渠道多元化,销售团队专业化以及正面的形象推广和宣传。太平洋产险成都分公司必须重组业务流程,建立快速反应机制,监督销售过程,完善内勤团队的建立等才能确保以上营销战略框架的实施。本文将为太平洋产险成都分公司未来的营销发展提供可行性参考。
[Abstract]:The non auto insurance business of the property insurance company can realize the steady operation of the company, enhance the company's profitability, keep the social stability, improve the company's service level and image. It is also the core business of the insurance companies to win the market share and enhance their competitiveness. The Chengdu branch of the Pacific Insurance Company has experienced 25 years' development and has already been compared. For the mature non auto insurance business marketing system, in the background of the increase of the main body of the insurance market, the promotion of the state regulation and the change of the market demand, the problems of the Chengdu branch of the Pacific Ocean insurance company are exposed one by one, such as the backward marketing concept, the single channel and the lag of the new product. It is imminent to show the marketing channel of non vehicle insurance business, optimize the business structure and establish the marketing strategy of the Chengdu branch of the Pacific Ocean insurance company, so as to ensure the stable and continuous development of the company. The rapid development of the economy in Chengdu, the market mechanism of the insurance and the step by step of the laws and regulations have created the economic basis for the development of non insurance business. Base and policy environment support, non auto insurance business has also shown strong growth trend in the past three years. The Chengdu branch of the Pacific Ocean insurance company has ushered in a larger market opportunity. With the increasing competition of non vehicle insurance market in Chengdu, the product innovation, marketing strategy and service concept of the Pacific Ocean insurance Chengdu branch are also facing great challenges. This paper summarizes the research on product innovation, insurance price, channel expansion and service in the insurance market through the literature research method, and lays a theoretical foundation for the research on the marketing strategy of this article. Based on the analysis of competitors' marketing advantages and the products of the Pacific production, the marketing channels and the status of service, it summarizes the Pacific production risk. The marketing strategy of Chengdu branch is that the company should adjust the product structure to meet the demand of the market diversification, develop the mobile internet marketing channel to develop APP application software to collect user data and innovate the service way to enhance customer experience. Meanwhile, according to the customer structure and brand advantage of the Pacific Ocean insurance Chengdu branch, in the target market The field selection is based on personal customers, small and medium private enterprises and major customers. Combined with the marketing environment and SWOT analysis, it is proposed that the non auto insurance business of the Chengdu branch of the Pacific Ocean insurance company must carry out the product and product combination innovation, enhance the customer experience, the pricing difference, the channel diversification and the sales team professionalization. As well as the promotion and publicity of the positive image, the Chengdu branch of the Pacific Ocean insurance company must reorganize the business process, establish a rapid reaction mechanism, supervise the sales process, and improve the establishment of the internal service team to ensure the implementation of the above marketing strategic framework. This article will provide a feasible reference for the future marketing development of the Chengdu branch of the Pacific Ocean insurance company.

【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F842.3;F274

【参考文献】