基于消费者行为的车险营销策略研究

发布时间：2018-07-07 08:14

本文选题：车险 + 消费者行为　；参考：《湖南农业大学》2014年硕士论文

【摘要】：本课题通过查阅相关的文献资源和理论知识,搜集了大量与消费者行为相关的期刊和书籍,为基于消费者行为的车险营销方案写作累积了雄厚的理论基础。在分析和梳理国内外研究动态方面,本课题主要取得了以下四点研究成果：第一,分析消费者行为的特点和决策模型,从前期决策行为,中期购买行为和后期反馈行为三个方面论述了消费者行为决策特征,并对问题认知,信息搜集,购买询价,后期反馈等决策内容进行了分解式剖析,为后文湖南省车险市场个案的分析和营销方案的选择提供了理论基础。第二,介绍了中国整个车险市场营销环境的现状,从微观和宏观两个方面阐述了中国车险市场的优势和劣势,对目前车险市场面临的挑战和机遇进行了科学评价,为下文湖南省车险市场个案的分析和营销方案的选择提供了现实基础。第三,调查和分析了湖南省车险市场消费者行为的现状特征,探讨了湖南省车险市场消费者关于车险购买的认知,态度和后期反馈等问题,在消费者行为的理论基础上,从消费者前期决策行为,中期购买行为和后期反馈行为进行了对应的具体分析。第四,以湖南省车险市场消费者为研究个案,制定了基于消费者行为理论基础上的车险营销方案,结合消费者自身的消费心理和特征以及客观的车险市场营销环境,提出了适合的科学的营销方案,主要包括基于消费者行为基础上的产品策略,价格策略,渠道策略和促销策略。综上所述,本研究从消费者行为的基本理论着手,结合中国车险市场的营销环境特点,以湖南省为个案,总结和分析了湖南省车险市场消费者行为现状特征,并以点带面,对整个车险市场的消费者行为做了一般性的描述和评价,以期带动全国车险市场对消费者行为认识和重视,建立科学的车险营销策略方案,旨在为我国车险市场的健康快速发展提供参考和借鉴。
[Abstract]:Through consulting the relevant literature resources and theoretical knowledge, this paper collects a large number of journals and books related to consumer behavior, which accumulates a strong theoretical foundation for the writing of car insurance marketing programs based on consumer behavior. In analyzing and combing the research trends at home and abroad, this paper has made the following four research achievements: first, analyze the characteristics of consumer behavior and decision-making model, from the pre-decision-making behavior, This paper discusses the characteristics of consumer behavior decision from three aspects: intermediate purchase behavior and late feedback behavior, and analyzes the decision content of problem cognition, information collection, purchase inquiry, and late feedback. It provides the theoretical basis for the analysis of the automobile insurance market case and the choice of the marketing scheme in Hunan Province. Secondly, this paper introduces the present situation of the whole auto insurance market in China, expounds the advantages and disadvantages of the auto insurance market in China from the micro and macro aspects, and evaluates the challenges and opportunities that the auto insurance market is facing. It provides a realistic basis for the analysis of the automobile insurance market in Hunan Province and the choice of the marketing scheme. Thirdly, it investigates and analyzes the current characteristics of consumer behavior in Hunan auto insurance market, and discusses the cognition, attitude and feedback of consumers in Hunan auto insurance market on the basis of the theory of consumer behavior. The corresponding analysis is made from consumer decision-making behavior, mid-term purchase behavior and late-period feedback behavior. Fourth, take Hunan auto insurance market consumer as the research case, has formulated the automobile insurance marketing plan based on the consumer behavior theory, unifies the consumer own consumer psychology and the characteristic as well as the objective automobile insurance market marketing environment, A scientific marketing scheme is proposed, including product strategy, price strategy, channel strategy and promotion strategy based on consumer behavior. To sum up, this study starts from the basic theory of consumer behavior, combines the marketing environment characteristics of China's auto insurance market, taking Hunan Province as a case, summarizes and analyzes the characteristics of consumer behavior in Hunan auto insurance market, and points out the characteristics. This paper gives a general description and evaluation of the consumers' behavior in the whole auto insurance market, in order to drive the national auto insurance market to recognize and attach importance to the consumer's behavior, and to establish a scientific marketing strategy scheme for the auto insurance market. The purpose is to provide reference and reference for the healthy and rapid development of China's auto insurance market.
【学位授予单位】：湖南农业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F842.6

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