SH公司车险业务营销管理研究

发布时间：2018-05-30 13:38

本文选题：机动车辆保险 + 营销　；参考：《哈尔滨理工大学》2017年硕士论文

【摘要】：中国汽车工业的快速发展给中国机动车辆保险发展带来了前所未有的机遇和挑战。与此同时,不断加剧的市场竞争使得市场参与主体频频展开价格战,经营主体车险盈利空间不断缩小;同时监管部门有序实施的商业车险条款和费率改革全面铺开,各主体车险经营面临着前所未有的压力和挑战。各主体面对发展潜力巨大、挑战升级的保险市场,必须抓住发展良机,实施积极的营销策略,改善企业内部管控,提升核心竞争力。本文首先对SH公司车险业务经营现状和营销策略现状进行了分析,并通过市场调查研究SH公司车险业务营销管理中存在的问题,问题总结归纳为四方面:产品结构过于单一,内容同质化;企业直销渠道乏力,过渡依赖中介渠道;营销缺乏统一规划造成资源投入分散,效果不佳;服务手段单一,内容易被竞争对手模仿。结合SH公司所处内外部环境,针对SH公司车险业务营销管理存在的问题,本文对SH公司营销策略制定提出了六方面建议。对承保管理、资源配置和理赔管控上实行精细化管理。健全车险产品体系,包括对新产品的开发,品牌车险产品建设,推动汽车金融保险产品发展。实施精准定价策略,包括体现风险差异,选择风险维度;体现渠道差异,区别定价;贴近市场,快速调整方案。建立多元化营销渠道,包括电销渠道转型、微信平台建设、移动客户端建设。构建系统化的营销模式,包括有效投放广告、公关宣传、促销活动。除此之外,本文还提出了SH公司车险业务营销策略实施的保障措施,即调整组织结构,强化人才培养,强化信息技术的运用。以上一系列研究,旨在总结过去数年来,上海车险市场的运行规律,以及SH分公司在车险营销管理方面的经验和教训,提出在机动车辆保险面临新常态下如何通过加强内部管理,如何在产品、定价、渠道、服务方面进行改进等,这将是未来机动车辆保险营销管理实现新突破的关键。
[Abstract]:The rapid development of China's automobile industry has brought unprecedented opportunities and challenges to the development of motor vehicle insurance in China. At the same time, the increasing market competition has made the market participants frequently launch price wars, and the profit space of the main body of business auto insurance has been shrinking. At the same time, the reform of commercial auto insurance clauses and rates that the regulatory authorities have carried out in an orderly manner has been carried out in a comprehensive way. Each main body car insurance management is facing unprecedented pressure and challenge. Facing the huge development potential and the challenge of the insurance market, the main body must seize the opportunity of development, implement the positive marketing strategy, improve the internal control of the enterprise, and enhance the core competitiveness. Firstly, this paper analyzes the current situation of auto insurance business and marketing strategy of SH Company, and studies the problems existing in the marketing management of auto insurance business of SH Company through market investigation. The problems are summed up in four aspects: the product structure is too single, Homogeneity of content; lack of direct marketing channels, excessive reliance on intermediary channels; lack of unified marketing planning results in scattered resources, poor results; single service means, easy to be copied by competitors. Combined with the internal and external environment of SH Company, aiming at the problems in the marketing management of SH Company's auto insurance business, this paper puts forward six suggestions on the formulation of SH company's marketing strategy. Implement fine management on underwriting management, resource allocation and claim control. Improve the auto insurance product system, including the development of new products, brand auto insurance products construction, promote the development of auto finance and insurance products. Implement the accurate pricing strategy, including reflecting the risk difference, choosing the risk dimension; embodying the channel difference, distinguishing the pricing; close to the market, adjusting the scheme quickly. Establish diversified marketing channels, including marketing channel transformation, WeChat platform construction, mobile client construction. Build a systematic marketing model, including effective advertising, public relations publicity, promotional activities. In addition, this paper also puts forward the guarantee measures for the implementation of the marketing strategy of auto insurance business in SH Company, that is, to adjust the organizational structure, strengthen the training of talents, and strengthen the application of information technology. The purpose of the above studies is to summarize the operating rules of Shanghai auto insurance market in the past few years, as well as the experiences and lessons of SH branch in auto insurance marketing management. This paper puts forward how to strengthen internal management, how to improve products, pricing, channels and services under the new normal situation of motor vehicle insurance, which will be the key to achieve a new breakthrough in marketing management of motor vehicle insurance in the future.
【学位授予单位】：哈尔滨理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F842.634

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