中国人保财险河南分公司营销策略研究

发布时间：2018-05-27 03:21

本文选题：人保财河南分公司 + 营销策略问题　；参考：《郑州大学》2015年硕士论文

【摘要】：近年来,中国人保财险河南分公司的市场份额及保费增长率持续下降,市场占有率已于2014年下降至27%,保费同比增长仅为1.8%。在研究分析中发现,市场占有率及保费增长率的不断下降受人保财险分公司现行的营销策略的影响较大。因此,对人保财险河南分公司营销策略进行研究就具有重要的现实意义。论文的主体分为三个部分。第一部分首先介绍了人保财险公司概况,然后对人保财河南分公司营销环境进行分析,分别对人保财河南分公司所处的宏观、中观、微观环境进行分析,本章最后一节对公司进行SW0T分析,找出人保财的优、劣势以及公司发展中存在的机遇及挑战；第二部分通过对营销策略现状的描述及分析,进而发现人保财险河南分公司营销策略中存在的一些问题,在产品、价格、渠道、促销及服务等营销策略上均存在有不同程度的问题。不可否认,这一系列的营销策略问题对公司市场占有率的不断下降负有不可推卸的责任,最后对公司现行营销策略问题出现的原因加以剖析,分别从内外部原因进行分析,主要体现在外部监管缺失、产品同质化严重、市场定位不准确、培训不足、价格制定不合理等方面,导致中国人保河南分公司一系列营销问题的产生与蔓延。其中第三部分的营销策略优化研究是本文的核心内容,分别从产品、价格、渠道、促销、服务等营销策略上进行优化,提出合理化策略,最后提出内部营销及集团化营销。对现有的营销策略进行优化实施,必然可以在很大程度上提高人保财险的市场竞争力,为市场份额的回升提供助力。但由于内外部环境的各种阻力及压力,论文第三部分优化后的营销策略也不可能全部解决人保财险河南分公司现存营销问题,优化后营销策略的执行效率与执行效果很可能事倍功半。因此在执行过程中,人保财险河南分公司的管理者一定要有思想预期,只有克服内外部各种因素的影响,使之慢慢消化融入现有的营销策略中,必将在一定程度上影响到公司未来的发展。
[Abstract]:In recent years, PICC Henan Branch's market share and premium growth rate has continued to decline, the market share has fallen to 27% in 2014, the premium growth rate is only 1.8%. In the research and analysis, it is found that the decreasing market share and premium growth rate are greatly influenced by PICC's current marketing strategy. Therefore, it is of great practical significance to study the marketing strategy of PICC Henan Branch. The main body of the thesis is divided into three parts. The first part introduces the general situation of PICC property insurance company, and then analyzes the marketing environment of PICC Henan Branch, and analyzes the macro, meso and micro environment of PICC Henan Branch respectively. In the last section of this chapter, SW0T analysis is carried out to find out the advantages and disadvantages of PICC as well as the opportunities and challenges in the development of the company. The second part describes and analyzes the current situation of marketing strategy. Then we find that there are some problems in the marketing strategy of PICC Henan Branch, such as product, price, channel, promotion and service. Undeniably, this series of marketing strategy problems bear the unshirkable responsibility for the continuous decline of the company's market share. Finally, the causes of the company's current marketing strategy problems are analyzed, respectively from the internal and external reasons. Mainly reflected in the lack of external supervision, serious product homogenization, inaccurate market positioning, inadequate training, unreasonable pricing, etc., which led to the emergence and spread of a series of marketing problems in Henan branch of PICC. The third part of the marketing strategy optimization research is the core content of this paper, respectively from the product, price, channel, promotion, service and other marketing strategy optimization, put forward the rationalization strategy, and finally put forward the internal marketing and group marketing. The optimization and implementation of the existing marketing strategies will certainly improve the market competitiveness of PICC to a great extent and provide assistance for the recovery of market share. However, due to various internal and external environment resistance and pressure, the third part of the optimization of the marketing strategy can not fully solve the PICC property insurance Henan branch of the existing marketing problems, The execution efficiency and effect of the optimized marketing strategy are likely to be doubled with half the result. Therefore, in the process of implementation, the managers of PICC Henan Branch must have an ideological expectation. Only by overcoming the influence of various internal and external factors, can they slowly digest and integrate into the existing marketing strategy. It will affect the future development of the company to a certain extent.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F842.3

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