大件货物运输保险业务服务营销策略研究

发布时间：2018-05-11 16:25

本文选题：大件货物 + 服务营销　；参考：《北京交通大学》2013年硕士论文

【摘要】：长期以来,PICC长期轻视大件货物运输保险业务,重视普货、邮包、原油、干散货等常规货物运输保险业务,致使该保险业务的发展始终处于疲弱的状态。究其原因,无非是该保险业务货物损失金额高,业务发展不稳定,承保能力有限,产品定价难等因素所造成的影响。近年来,伴随国家基建项目的陆续审批,大件货物运输保险市场规模急速增长,创造了该业务发展的可能,同时常规保险业务市场接近饱和,业务增长有限,PICC迫于业务竞争压力,已越发开始关注此类业务。但该业务在公司市场营销过程中,发现诸多问题,比如简单的将营销归为“销售”、“拉关系”、“走后门”；存在相当程度的重数量轻质量、重效益轻管理现象；保险产品关注外在形式缺乏创新；轻视服务过程管理：业务人员、服务人员短期培训甚至不培训就投身于市场等。为此,本文试图通过对PICC的大件货物运输保险业务服务营销策略的深入研究,达到推动该业务转变当前境况,实现迅速发展的目的。我们将PICC服务营销中顾客期望、行为、感知与PICC的服务标准设计、运营、宣传等要素联系起来,对影响大件货物运输保险顾客服务期望的因素、心理活动进行逐一分析,了解服务差距,知悉公司业务发展受限的原因,通过SWOT分析确定PICC保险公司大件货物运输保险发展方向,在此基础上提出PICC应实施的7P服务营销策略。本论文共六章,论文第一章论述了研究背景、目的、意义及研究方法,对论文做了总体框架设计；在此基础上,论文的第二章重点分析了国内、国外保险营销现状；接续论文在第三章对当前大件货物运输保险业务宏观、微观、内部环境进行了全面系统的分析,通过分析挖掘了PICC公司开展大件货物运输保险业务中存在的优势、劣势以及面临的外部机遇与挑战,确定了PICC对大件货物运输保险发展的战略方向；在论文的第四章,运用了服务质量差距模型,分析PICC大件货物运输保险服务质量差距；依托前面的SWOT分析结论,在论文的第五章,引入了产品、价格、渠道、促销、人员、过程、有形展示等7P服务营销策略；最后,论文通过战略的导引,实施了7P服务营销策略,只要科学地将价格、渠道、人员等系列决策要素实施具有指向性的整合组合决策,PICC大件货物运输保险业务,就能够实现更好更快的发展。本论文的研究成果有助于解决PICC大件货物运输保险业务存在的现实问题,有助于推动该业务步入快速发展轨道。同时为促进我国财产保险公司实现业务结构转型、制定精细化的服务营销策略提供了借鉴,为我国大件货物运输保险业的发展创造了更多的机会和条件。
[Abstract]:In recent years , with the rapid growth of the insurance market of bulk cargo transportation , the development of the insurance business is always in a weak state . In recent years , with the rapid growth of the insurance market with limited liability and difficulty in the pricing of the products , it is possible to find a number of problems in the marketing process of the company , such as the simple marketing of the marketing to " sales " , " pull - down " and " back door " .
a considerable amount of light weight , light weight and light management phenomenon exist ;
There is a lack of innovation in the form of insurance products ;
In this paper , we try to make a thorough research on the marketing strategy of the insurance business service for the transportation insurance business of large parts of the picc , so as to achieve the purpose of promoting the current situation of the service and realizing the rapid development .

We link the customer ' s expectation , behavior , perception with the service standard design , operation , promotion and so on in the service marketing of the company , analyze the factors that affect the customer service expectation , understand the service gap , know the reason why the company ' s business development is limited , and then put forward the 7P service marketing strategy to be implemented .

In the first chapter , the thesis discusses the background , purpose , significance and research methods of the thesis , and gives the overall framework design of the thesis .
On this basis , the second chapter focuses on the domestic and foreign insurance marketing situation .
In the third chapter , the paper analyzes the macro , micro and internal environment of the transportation insurance business of the current large goods transportation insurance business , and analyzes the advantages , disadvantages and external opportunities and challenges that are present in the transportation insurance business of the major goods in the company .
In chapter 4 of the thesis , the quality of service gap model is applied to analyze the service quality gap of the transportation insurance of the large goods transportation insurance .
Based on the previous SWOT analysis conclusion , in the fifth chapter of the paper , we introduce 7 P service marketing strategies such as product , price , channel , promotion , personnel , process , physical display and so on ;
Finally , through the guidance of the strategy , the paper implements the 7P service marketing strategy , and can realize the better and faster development by scientifically combining the price , channel , personnel and other series of decision factors into the integrated decision - making with directivity .

The research results of this paper will help to solve the real problems existing in the transportation insurance business of the large goods transportation in the central area of China , and help push the business into the fast development orbit . At the same time , to promote the transformation of our property insurance companies to realize the transformation of the business structure and to formulate the refined service marketing strategy , this paper has created more opportunities and conditions for the development of the transportation insurance industry in China .

【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F842.63

【参考文献】