天津港保险代理营销策略的研究

发布时间：2018-07-03 01:59

本文选题：天津港 + 保险代理　；参考：《大连海事大学》2017年硕士论文

【摘要】：天津港保险代理是天津港全港范围内唯一一家有保险代理资质的保险中介机构,本文通过研究其营销策略,来提升天津港保险代理在天津港市场范围内的保险代理业务规模。本文首先介绍了国内外保险中介产生及发展的历史背景,并对国内外保险营销理论的研究现状进行了相关概述,阐述了本文的研究意义和目的。然后从天津港保险代理的市场环境出发进行分析研究,分别从行业环境、宏观环境、微观环境进行全面剖析,通过运用SWOT模型及波特五力模型对天津港保险代理的内外部环境进行分析,找出天津港代理面临的机会和威胁,分析出存在的优势和劣势,得出其营销战略。通过业务结构和业务数据分析对天津港保险代理的营销现状进行研究,找出其存在的主要问题,针对营销过程中存在的主要问题进行提炼并从管理角度出发分析原因。最后根据市场环境及营销现状的分析结果,提出适合天津港保险代理的营销策略,运用STP理论进行市场细分,锁定下一步发展的目标市场,通过营销战略与4Ps营销策略理论相结合,展开对天津港保险代理下一步营销策略问题的研究,制定出一套系统切实可行的营销策略,为天津港保险代理在未来的生存与发展提供重要的支持。未来,天津港保险代理利用自身的资源优势,为集团及下属单位做好企业财产险的保险工作,同时,继续拓展天津港保险市场,以不同的保险产品吸引不同的目标人群,以竞争导向的产品定价为主,采取人工和网络等多渠道销售,选择天津港办公平台宣传促销、现场推广促销等不同的促销方式,提高市场占有率。为实现天津港保险代理的生存和可持续发展,将根据分析结果,积极开展营销活动,提升知名度和服务形象,不断做大做强天津港保险代理。通过以上研究,本文也希望为其他港口集团保险代理在制定营销策略时提供参考和借鉴。
[Abstract]:Tianjin port insurance agent is the only insurance agency with an insurance agent qualification in Tianjin port. This article studies its marketing strategy to improve the insurance agency scale of Tianjin port insurance agent in the Tianjin port market. This paper first introduces the historical background of the emergence and development of insurance intermediaries at home and abroad, and the historical background of the development of insurance agents at home and abroad. The research status of insurance marketing theory at home and abroad is summarized, the significance and purpose of this paper are expounded. Then, the analysis and research are carried out from the market environment of Tianjin port insurance agent, from the industry environment, macro environment and micro environment, through the use of SWOT model and Potter's five force model to Tianjin port. This paper analyzes the internal and external environment of the insurance agent, finds out the opportunities and threats facing Tianjin port agent, analyzes its advantages and disadvantages, and draws its marketing strategy. It studies the marketing status of Tianjin port insurance agent through the business structure and business data analysis, and finds out the main problems existing in the marketing process, aiming at the existence of the marketing process. The main problems are extracted and analyzed from the management point of view. Finally, according to the analysis results of the market environment and marketing status, the marketing strategy suitable for Tianjin port insurance agent is put forward, the market segmentation is carried out by STP theory, the next development target market is locked, and the marketing strategy is combined with the 4Ps marketing strategy theory. The research on the next marketing strategy of Tianjin port insurance agent makes a set of practical and feasible marketing strategies to provide important support for the future survival and development of Tianjin port insurance agent. In the future, Tianjin port insurance agent makes use of its own resource advantages to do a good job of insurance for the group and its subordinate units. At the same time, we will continue to expand the Tianjin port insurance market, attract different target groups with different insurance products, take competitive products as the main product, adopt artificial and network marketing, choose the office platform of Tianjin port to promote sales promotion, promote marketing and promote marketing, and increase market share. In order to realize Tianjin port insurance The survival and sustainable development of the agency will actively carry out marketing activities according to the results of the analysis, enhance the popularity and service image, and make a stronger and stronger Tianjin port insurance agent. Through the above research, this paper also hopes to provide reference and reference for other port group insurance agents to make marketing strategies.
【学位授予单位】：大连海事大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F842.3;F274

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