太平洋保险公司门店服务提升策略研究

发布时间：2018-06-27 16:24

本文选题：保险公司 + 服务质量　；参考：《昆明理工大学》2014年硕士论文

【摘要】：自1980年以来,短短二十几年间,在改革开放政策的推动下,中国的保险业取得了令世人瞩目的成就,增长速度大大高于世界年均增长水平,保险公司的数量从一家发展到100多家,并且形成了既有内资,又有外资,既有国有独资,又有股份制中外合资在内的多种形式并存的公司组成.保险在国民经济发展中一直发挥着相当重要的作用。国际经验证明,经济越发展,社会越进步,保险越重要。由此可见,保险业下一步的发展将从边缘走向中心,随着保险业的市场化程度越来越高,保险市场的竞争不再局限于几家企业之间,竞争日益激烈。原来以价格竞争为主要手段,以产品销售为导向的粗放式经营模式已难以为继。保险企业要想在市场竞争中生存和发展,不仅要有科学的市场定位,还要建立超出其他企业、为消费者带来不可替代价值和效用的体制和机制。保险业是典型的服务业,要提高服务质量,实现优质的客户服务,创造差异化的服务战略,就必须树立广义的服务营销观,并把其提升到战略地位。广义的服务营销观就是要确立把优质服务贯穿于产品营销全过程、甚至企业经营全过程的观念。任何保险公司都应把客户的利益放在第一位,以客户需求为导向,各项工作始终围绕着“客户满意”这个中心运行。在服务方式上,不仅要通过提供优质、高效、快捷、准确、有特色的服务,做到服务内容标准化、服务质量稳定化、服务过程程序化、服务水平专业化,使客户满意,还应深入目标客户群中,扩大和稳定客户群,并从中搜集市场信息和客户需求,为开展市场营销活动提供依据。
[Abstract]:Since 1980, under the impetus of the reform and opening up policy, China's insurance industry has made remarkable achievements, and the growth rate is much higher than the average annual growth rate of the world. The number of insurance companies has grown from one to more than 100, and has formed a combination of domestic and foreign capital, both wholly state-owned and joint-stock joint ventures. Insurance has been playing a very important role in the development of national economy. International experience has proved that the more economic development, the more social progress, the more important insurance. It can be seen that the next step of the development of the insurance industry will move from the edge to the center. With the degree of marketization of the insurance industry becoming more and more high, the competition in the insurance market is no longer confined to several enterprises, and the competition is becoming increasingly fierce. The original price competition as the main means, product sales-oriented extensive business model has been difficult to continue. In order to survive and develop in the market competition, insurance enterprises should not only have scientific market orientation, but also establish a system and mechanism beyond other enterprises to bring irreplaceable value and utility to consumers. Insurance industry is a typical service industry. In order to improve service quality, achieve high quality customer service and create differentiated service strategy, we must set up a broad sense of service marketing and promote it to a strategic position. The broad view of service marketing is to establish the concept of quality service running through the whole process of product marketing and even the whole process of enterprise management. Any insurance company should put the customer's interests first, take the customer's demand as the direction, each work always revolves around the "customer satisfaction" this center. In terms of service mode, we should not only provide high quality, high efficiency, fast, accurate and characteristic service, but also standardize service content, stabilize service quality, program service process, professionalize service level and satisfy customers. It is also necessary to expand and stabilize the customer base, collect market information and customer demand, and provide the basis for carrying out marketing activities.
【学位授予单位】：昆明理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F842.3

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