厦门太平洋车险营销策略研究

发布时间：2018-06-06 10:15

本文选题：太平洋保险 + 车辆保险　；参考：《厦门大学》2013年硕士论文

【摘要】：近年来,我国财产保险行业发展迅猛,而机动车辆保险作为财产保险的支柱险种,保费收入占财险业务总保费的70%以上。目前,机动车辆保险已成为各家财产保险公司竞争的重要领域。对车险市场和车险消费者的深入研究有助于厦门太保走出同质化竞争和不正当竞争的误区,从消费者的角度反思以往的竞争行为、探索新的车险竞争着力点和竞争方式,以良性竞争促进厦门车险市场的持续、健康、和谐发展。厦门太保进入厦门市场十余年来,市场份额一直稳居行业前三,随着市场竞争日趋白热化,厦门太保面临着巨大的威胁。随着个人客户的不断增加,原有的营销策略已经不能满足广大客户对产品全面性,购买便捷性和服务专业化车险产品的要求。因此,如何能在激烈的竞争中提升销售业绩,满足客户需求,就成了厦门太保紧迫又重要的研究课题。为此,本文对个人车险消费行为进行研究,有重要的现实意义。本文通过问卷调查的方式,获得了车险消费者个人特征、消费行为以及影响其消费决策过程的因素等方面的数据,运用SPSS软件,对问卷进行了描述统计分析和交叉分析。最后,结合数据分析的结果和消费者行为学理论、市场营销学理论的相关知识,从客户需求、客户愿付成本、客户便利和客户沟通四个方面提出了厦门太保的车险营销策略优化建议。以期通过上述策略指导厦门太保车险业务发展方向和建立以“客户需求为导向”的营销战略。经研究得出结论,车险市场上的消费者因受其性别、收入、职业、感觉、行为等内外因素的影响,使得对保险需求的关注重点不同,以至投保时对保险公司的选择也不同。因此,必须制定不同的营销和服务策略来满足消费者这种差异化的特点和需求。
[Abstract]:In recent years, China's property insurance industry has developed rapidly, and motor vehicle insurance as the pillar of property insurance, the premium income accounts for more than 70% of the total insurance premium of property insurance business. At present, motor vehicle insurance has become an important area of competition between property insurance companies. The in-depth study of auto insurance market and auto insurance consumers is helpful for Xiamen Taibao to walk out of the misunderstandings of homogeneous and unfair competition, to reflect on the past competitive behavior from the consumer's point of view, and to explore the new focus and mode of competition in auto insurance. With benign competition to promote the continued, healthy and harmonious development of Xiamen auto insurance market. Since Xiamen Taibao entered the Xiamen market for more than ten years, its market share has been steadily in the top three industries. With the market competition becoming more and more intense, Xiamen Taibao is facing a huge threat. With the continuous increase of individual customers, the original marketing strategy can not meet the customers' requirements of product comprehensiveness, convenience of purchase and service of specialized auto insurance products. Therefore, how to improve sales performance and meet customer needs in fierce competition has become an urgent and important research topic for Xiamen Taibao. Therefore, this article carries on the research to the personal automobile insurance consumptive behavior, has the important realistic significance. Through the way of questionnaire, this paper obtains the data of individual characteristics, consumption behavior and factors that influence the process of consumer decision-making in automobile insurance, and makes a descriptive statistical analysis and cross-analysis of the questionnaire by using SPSS software. Finally, combining the results of data analysis and the relevant knowledge of consumer behavior theory and marketing theory, from customer demand, customer willing to pay the cost, Four aspects of customer convenience and customer communication are put forward to optimize the auto insurance marketing strategy of Xiamen Taibao. In order to guide Xiamen Taibao auto insurance business development direction and establish a "customer demand-oriented" marketing strategy. It is concluded by the study that the consumers in the auto insurance market are affected by their gender, income, occupation, feeling, behavior and other internal and external factors, which make the focus of attention on the insurance demand different, and even the choice of insurance companies is different. Therefore, different marketing and service strategies must be formulated to meet the characteristics and needs of consumers.
【学位授予单位】：厦门大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F842.63;F274

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