大数据背景下Z保险公司精准营销研究

发布时间：2018-09-08 08:29

【摘要】：当前经济发展态势稳中趋缓,经济结构仍处于调整转型阶段。财产保险行业的发展与宏观经济环境息息相关,宏观经济的持续下行将给财险业的发展带来严峻考验。受车辆购置税优惠政策减弱的影响,企业投保意愿下降,新车销量增速预计将会明显回落,车险市场增速将进一步放缓。受市场竞争加剧、财政支持政策收紧、合规经营压力等多重因素影响,农险业务发展也将面临很大的挑战,企财险等传统财产险业务发展仍将十分乏力,在经营效益方面行业市场费用率仍将维持高位。保险公司两极分化更加严重,大公司利用成本管控与渠道优势,竞争优势更加突显,而中小公司承保亏损严重,发展举步维艰。商车费改进一步深化之后,大公司的成本优势、定价优势、品牌优势进一步提升,强者恒强的马太效应还会更加显著,众多中小公司将面临生死抉择。这种环境下,如何充分利用互联网、云计算、大数据、物联网等新技术加强企业精准营销就愈加迫切和紧急。财险企业的生存与发展,就要考虑资源的合理利用,发挥最大化价值,同时要争取到市场空间,就需要找寻到细分市场,要提供满足客户需求的产品和服务,要结合自身实力构建营销生态体系。本文以Z保险公司为案例进行了一些有益的探索,希望对行业发展有所启发。本文在结构上分三大部分共6章。第一部分主要是背景及相关理论基础介绍,由第1-2章构成,第1章导论部分主要介绍了研究的基本情况,第2章对主要概念以及大数据背景下精准营销的必要性和意义分析;第二部分是主干部分,内容包括第3-5章共3章内容,其中第3章主要对案例进行剖析,分析Z保险公司营销的现状、存在问题,第4章针对大数据时代为何进行精准营销进行了论述,对提升营销能力进行了探索,第5章就实施精准营销的主要措施进行了探讨;第三部分也就是第6章对全文进行了小结,对未来研究进行展望。本文以案例为研究对象,以精准营销相关理论为指导,对Z保险公司的现状分析基础上提出精准营销的设计思路以及应用,并结合实际,从客户为中心、搭建大数据生态平台、强化创新升级以及全新渠道及团队再建提出保障措施及建议。
[Abstract]:The current economic development trend is steady and the economic structure is still in the stage of adjustment and transformation. The development of the property insurance industry is closely related to the macroeconomic environment. The sustained decline of the macro-economy will bring a severe test to the development of the property insurance industry. Companies are less willing to take out insurance on the back of weaker tax incentives for vehicle purchases. New car sales are expected to slow sharply and the auto insurance market will slow further. Affected by the intensification of market competition, the tightening of financial support policies, and the pressure of compliance, the development of agricultural insurance business will also face great challenges. The development of traditional property insurance businesses such as enterprise property insurance will still be very weak. In the operating efficiency of the industry market cost rate will remain high. The polarization of insurance companies is more serious, large companies take advantage of cost control and channel advantages, the competitive advantage is more prominent, while small and medium-sized companies underwriting losses are serious, development is difficult. After the further deepening of the reform of commercial fares, the cost advantage, pricing advantage and brand advantage of large companies will be further enhanced, and the Matthew effect of the strong company will be more significant, and many small and medium-sized companies will face the choice of life and death. In this environment, how to make full use of the Internet, cloud computing, big data, Internet of things and other new technologies to enhance enterprise precision marketing is increasingly urgent and urgent. For the survival and development of property insurance enterprises, it is necessary to consider the rational utilization of resources and maximize the value. At the same time, in order to gain market space, we need to find a market segment and provide products and services that meet the needs of our customers. Must combine own strength to construct the marketing ecology system. In this paper, Z insurance company as a case for some useful exploration, hoping to inspire the development of the industry. The structure of this paper is divided into three parts and six chapters. The first part is the introduction of background and related theories, which is composed of chapter 1-2, the introduction of chapter 1 mainly introduces the basic situation of the research, the second chapter analyzes the main concepts and the necessity and significance of precision marketing under the background of big data; The second part is the trunk part, which includes 3-5 chapters and 3 chapters, in which the third chapter mainly analyzes the case, analyzes the current situation of Z insurance company marketing, and analyzes the existing problems. The fourth chapter discusses why big data carried out precision marketing in the era of big data, explores how to improve marketing ability, and discusses the main measures to implement precision marketing in chapter 5. The third part, chapter 6, summarizes the full text. The future research is prospected. This article takes the case as the research object, takes the precision marketing correlation theory as the instruction, proposes the precision marketing design thought and the application based on the Z insurance company's present situation analysis, and unifies the reality, from the customer as the center, builds big data ecological platform, Strengthen innovation and upgrade as well as new channels and team building to provide safeguards and suggestions.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F842.3;F274

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