RBX西安分公司机动车辆保险营销策略研究
发布时间：2018-09-04 16:20
【摘要】：中国汽车市场的蓬勃发展,给RBX西安分公司机动车保险业务的发展带来了良好的机遇。但近年来机动车辆保险市场的非理性的价格竞争、各个保险主体持续增加、扩张的白热化的竞争态势,使得曾经作为市场领导者的RBX西安分公司机动车辆保险的市场份额开始逐渐下降,导致其盈利空间持续萎缩,公司之问的竞争压力不断增加,面临的挑战形势日益严峻。本文根据相关理论,通过对营销环境分析、机动车辆保险市场结构分析、车险价格竞争分析和竞争者分析来阐明RBX西安分公司的营销环境。据此,本文的作者通过积极运用在MBA相关课程上所学到的知识,同时借助自身从事保险监管工作的优势,紧密结合日常工作中的直接体会提出了分别从寻找微博与微信等新的营销渠道与平台、以差异化为导向开展营销管理、通过代理营销渠道进行贴心服务、通过以广告树立品牌推广促销策略等四个方面全面阐述了RBX西安分公司机动车辆保险的营销策略,并认为上述策略的应用将有助于提高销售业绩,同时提高公司盈利水平。最后总结出营销策略的研究对公司的发展具有战略性的意义,并建议公司成立专门的营销管理部门做更进一步的研究和管理。
[Abstract]:The vigorous development of China's automobile market has brought good opportunities to the development of RBX Xi'an branch motor vehicle insurance business. However, in recent years, with the irrational price competition in the motor vehicle insurance market, the number of insurance agents continues to increase, and the expansion of the insurance market is becoming increasingly competitive. The market share of motor vehicle insurance of RBX Xi'an Branch, once the market leader, began to decline gradually, which led to its profit space shrinking continuously, the competition pressure of the company increasing, and the challenge situation becoming more and more severe. According to the relevant theories, this paper clarifies the marketing environment of RBX Xi'an Branch by analyzing the marketing environment, analyzing the market structure of motor vehicle insurance, analyzing the price competition of automobile insurance and analyzing the competitors. Based on this, the author of this paper actively applies the knowledge learned in the relevant courses of MBA, and at the same time makes use of the advantages of his own work in insurance supervision. In close combination with the direct experience of daily work, this paper puts forward that, from finding new marketing channels and platforms such as Weibo and WeChat, developing marketing management under the guidance of differentiation, and providing close service through agent marketing channels, This paper expounds the marketing strategy of motor vehicle insurance in Xi'an Branch of RBX from four aspects, such as establishing brand by advertising and promoting promotion strategy, and points out that the application of the above strategy will help to improve the sales performance and the profit level of the company at the same time. Finally, it concludes that the research of marketing strategy is of strategic significance to the development of the company, and suggests that the company establish a special marketing management department to do further research and management.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F842.3
本文编号：2222704
[Abstract]:The vigorous development of China's automobile market has brought good opportunities to the development of RBX Xi'an branch motor vehicle insurance business. However, in recent years, with the irrational price competition in the motor vehicle insurance market, the number of insurance agents continues to increase, and the expansion of the insurance market is becoming increasingly competitive. The market share of motor vehicle insurance of RBX Xi'an Branch, once the market leader, began to decline gradually, which led to its profit space shrinking continuously, the competition pressure of the company increasing, and the challenge situation becoming more and more severe. According to the relevant theories, this paper clarifies the marketing environment of RBX Xi'an Branch by analyzing the marketing environment, analyzing the market structure of motor vehicle insurance, analyzing the price competition of automobile insurance and analyzing the competitors. Based on this, the author of this paper actively applies the knowledge learned in the relevant courses of MBA, and at the same time makes use of the advantages of his own work in insurance supervision. In close combination with the direct experience of daily work, this paper puts forward that, from finding new marketing channels and platforms such as Weibo and WeChat, developing marketing management under the guidance of differentiation, and providing close service through agent marketing channels, This paper expounds the marketing strategy of motor vehicle insurance in Xi'an Branch of RBX from four aspects, such as establishing brand by advertising and promoting promotion strategy, and points out that the application of the above strategy will help to improve the sales performance and the profit level of the company at the same time. Finally, it concludes that the research of marketing strategy is of strategic significance to the development of the company, and suggests that the company establish a special marketing management department to do further research and management.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F842.3
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