A保险公司深圳分公司营销策略研究

发布时间：2018-06-13 14:47

本文选题：财产保险 + 营销策略　；参考：《西南交通大学》2013年硕士论文

【摘要】：随着中国经济水平的提高,保险的重要性也逐步被社会公众所认识,社会对保险的需求日益加强,我国保险市场存在着较大的发展潜力。但是我国保险业与发达国家相比,仍处于一个初级发展阶段,从业人员素质整体不高,技术水平落后,产品同质化严重,服务质量不高,营销理念落后,社会对保险业的认可度仍处在较低水平。本文针对这样的研究背景,以A财产保险公司深圳分公司为具体的研究对象,在对保险营销相关理论进行分析的基础之上,利用营销学原理对该公司的内外部环境进行分析,并且重点针对保险行业和竞争对手进行分析。针对当前公司财产保险业务营销方面存在的问题进行分析的基础之上,对该公司的市场进行了有效的细分,并且从产品策略、价格策略、渠道策略以及促销策略等方面制定出针对性的营销策略。提出相应保障实施措施。强调应该树立以客户为中心,以市场为导向的正确的营销理念,建立健全人力资源保障机制,重视营销管理人才,建立营销管理队伍。完善营销控制及反馈体系,加强信息沟通机制和考核机制。完善营销协调机制。提倡精细化服务,提供全流程化、规范化的营销服务,树立精细化服务理念等措施。希望通过本文的研究,对于认清A财产保险公司深圳分公司所处的内外部环境,认清企业在进行营销过程中的所遇到的问题,针对性的制定出合理的营销方案,为提升A财产保险公司深圳分公司市场营销能力和业务拓展能力,对新兴保险主体制定和选择营销策略、提高核心竞争力、发展能力具有一定的借鉴作用。
[Abstract]:With the improvement of China's economic level, the importance of insurance has been gradually recognized by the public, and the demand for insurance has been strengthened day by day. There is a great potential for the development of insurance market in China. However, compared with the developed countries, the insurance industry of our country is still in a primary stage of development. The quality of the employees is not high, the technical level is backward, the products are homogenized seriously, the service quality is not high, and the marketing concept is backward. Social acceptance of the insurance industry is still at a low level. In view of this kind of research background, taking A property insurance company Shenzhen branch as the concrete research object, on the basis of the analysis to the insurance marketing related theory, using the marketing principle to carry on the analysis to this company's internal and external environment, And focus on the insurance industry and competitors for analysis. Based on the analysis of the problems existing in the marketing of the company's property insurance business at present, the market of the company is effectively subdivided, and from the product strategy, the price strategy, the product strategy, the price strategy, The channel strategy and the promotion strategy and so on aspect formulates the pertinence marketing strategy. Put forward the corresponding safeguard implementation measures. It is emphasized that we should set up the correct marketing concept of taking the customer as the center and the market as the guide, establish and perfect the human resources guarantee mechanism, attach importance to the marketing management talents, and establish the marketing management team. Perfect marketing control and feedback system, strengthen information communication mechanism and assessment mechanism. Perfect marketing coordination mechanism. To promote fine service, to provide full flow, standardized marketing services, to establish a refined service concept and other measures. I hope that through the study of this article, to recognize the internal and external environment of A property insurance company in Shenzhen branch, and to recognize the problems encountered in the marketing process of the enterprise, we can work out a reasonable marketing plan. In order to enhance the marketing ability and business expansion ability of Shenzhen Branch of A property Insurance Company, it can be used as a reference for the emerging insurance agents to formulate and select marketing strategies, to improve their core competitiveness and to develop their capabilities.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F842.3

【参考文献】