天津人保财险营销现状及创新思路研究

发布时间：2018-08-23 21:36

【摘要】：保险产业在世界上已经有300多年的历史，而在新中国的发展历史不过30多年。新中国的保险从被排斥到被接受再到放开市场迎接竞争，既有过没落也迎来过曙光。目前，我国财产保险市场发展迅猛，保险的营销作为保险主体赖以生存和发展的关键也越来越受到行业的关注。本文首先介绍了财产保险营销的相关理论，着重阐述了财产保险产品和营销的特点，并按照发展过程介绍了STP、4Ps、4Cs及4Rs几种著名的营销理论。其次，通过产业环境分析、公司内部环境分析及外部环境分析，对天津人保财险的营销现状进行研究，并通过SWOT分析整合各个因素，得出天津人保财险战略定位，提出以顾客为导向的营销策略。随后通过营销管理和营销策略的选择，找出目前营销方式的薄弱点即渠道和服务。最后，针对营销策略的关键点进行思路创新，探索全天候网络营销、移动营销上门服务及银保合作的新型营销方式，并对其优缺点及可行性进行研究，期望能够在新市场定位下取得突破，对保险产业的发展做出自己的贡献。
[Abstract]:The insurance industry has a history of more than 300 years in the world, but only 30 years in New China. New China's insurance from being excluded to be accepted to open the market to meet the competition, both decline and ushered in the dawn. At present, the property insurance market in China is developing rapidly, and the marketing of insurance, as the key to the survival and development of the insurance body, has been paid more and more attention by the industry. This paper first introduces the related theories of property insurance marketing, emphasizes on the characteristics of property insurance products and marketing, and introduces several famous marketing theories of STP,4Ps,4Cs and 4Rs according to the development process. Secondly, through the industrial environment analysis, the internal environment analysis and the external environment analysis, this paper studies the present marketing situation of the property insurance of Tianjin PICC, and through the SWOT analysis integrates the various factors, obtains the strategic orientation of the property insurance of Tianjin PICC. A customer-oriented marketing strategy is proposed. Then, through the choice of marketing management and marketing strategy, we find out the weakness of current marketing mode, that is, channel and service. Finally, aiming at the key points of marketing strategy, this paper explores the new marketing methods of all-weather network marketing, mobile marketing door-to-door service and bancassurance cooperation, and studies its advantages, disadvantages and feasibility. Hope to be able to make a breakthrough in the new market positioning and make its own contribution to the development of the insurance industry.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F842.3

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