C公司信用保险广州市场2014年促销计划书
发布时间：2018-11-04 15:04
【摘要】：信用保险是指权利人向保险人投保债务人的信用风险的一种保险，是一项企业用于风险管理的保险产品。其主要功能是保障企业应收帐款的安全。其原理是把债务人的保证责任转移给保险人，当债务人不能履行其义务时，由保险人承担赔偿责任。我国的信用保险于1978年改革开放以后开始办理，，1986年以后，我国又开始试办短期出口信用保险和国内信用保险等业务，近几年来，随着社会信用体系的逐步建立，信用保险也出现了渐渐做大的趋势。 C公司总部是成立于1991年的保险公司，作为世界500强公司，不论从经营规模还是经营效益都处于行内领先地位。经过几十年的发展，经营网点遍布全国，品牌价值不断提高，承保险种不断完善，信用保险就是将要加大力度销售的险种。C公司作为系统内经营规模较大的城市型分公司其地位相当重要，公司希望通过信用保险大力销售作为保费的新的增长点，更加优化险种结构，提高广州市场占有率。 本计划书根据公司信用保险产品的特性及营销现状，在充分分析公司产品营销环境及公司未来发展战略的前提下，制定了2014年公司信用保险产品在广州市场的促销计划。计划书首先就C公司的发展概况及未来发展目标进行阐述，并对公司产品及广州市场的历史销售数据进行了较深入分析与研究，制定出公司信用保险未来大力营销的思路及方向。 然后运用宏观环境分析法从自然、政策、经济、需求等角度对C公司产品营销的宏观环境进行分析，运用波特五力分析模型从供应者、购买者、进入者、替代品、竞争者等角度对产品营销的行业环境进行分析，运用SWOT法从优势、劣势、机会、威胁等角度对产品的营销态势及环境进行分析，为2014年公司信用保险广州市场营销目标及目标市场的选择提供决策依据。 最后根据制定出的产品营销部署、实际环境制约及营销资源限制，制定出公司信用保险2014年广州市场的具体促销计划，帮助C公司更好的完成2014年公司信用保险的广州市场销售工作。
[Abstract]:Credit insurance is a kind of insurance that the obligee insure the debtor's credit risk from the insurer. It is an insurance product used by the enterprise for risk management. Its main function is to ensure the security of enterprise accounts receivable. The principle is to transfer the debtor's guarantee responsibility to the insurer, and when the debtor can not fulfill its obligations, the insurer shall bear the liability of compensation. The credit insurance of our country began to handle after the reform and opening up in 1978. After 1986, our country began to conduct the short-term export credit insurance and the domestic credit insurance on a trial basis. In recent years, with the gradual establishment of the social credit system, The credit insurance also appeared gradually to do big trend. Company C is an insurance company founded in 1991. As a top 500 company in the world, it is in the leading position both in terms of operating scale and operating efficiency. After decades of development, business outlets all over the country, the brand value continues to improve, insurance coverage continues to improve, Credit insurance is the kind of insurance that will be increased in sales. Company C, as a large urban branch operating in the system, has a very important position. The company hopes to vigorously sell through credit insurance as a new growth point of premium. More optimization of insurance structure, increase market share in Guangzhou. According to the characteristics of the company's credit insurance products and the current marketing situation, and on the premise of fully analyzing the company's product marketing environment and the company's future development strategy, this plan formulates the promotion plan of the company's credit insurance products in the Guangzhou market in 2014. First of all, the development situation and future development goal of company C are expounded, and the historical sales data of the company's products and Guangzhou market are analyzed and studied deeply. Develop the company's credit insurance in the future vigorously marketing ideas and directions. Then the macro environmental analysis method is used to analyze the macro environment of C Company's product marketing from the perspectives of nature, policy, economy and demand, and the Porter's five-force analysis model is used to analyze the macro environment from the suppliers, purchasers, entrants, substitutes, etc. The industry environment of product marketing is analyzed from competitors' point of view, and the marketing situation and environment of products are analyzed from the point of view of advantages, disadvantages, opportunities and threats by using SWOT method. It provides the decision basis for the marketing target and target market selection of company credit insurance Guangzhou in 2014. Finally, according to the product marketing plan, the actual environment restriction and the marketing resource restriction, the concrete promotion plan of Guangzhou market for the company's credit insurance in 2014 is worked out. Help company C to complete the credit insurance sales in Guangzhou in 2014.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F842.3;F842.682
本文编号：2310201
[Abstract]:Credit insurance is a kind of insurance that the obligee insure the debtor's credit risk from the insurer. It is an insurance product used by the enterprise for risk management. Its main function is to ensure the security of enterprise accounts receivable. The principle is to transfer the debtor's guarantee responsibility to the insurer, and when the debtor can not fulfill its obligations, the insurer shall bear the liability of compensation. The credit insurance of our country began to handle after the reform and opening up in 1978. After 1986, our country began to conduct the short-term export credit insurance and the domestic credit insurance on a trial basis. In recent years, with the gradual establishment of the social credit system, The credit insurance also appeared gradually to do big trend. Company C is an insurance company founded in 1991. As a top 500 company in the world, it is in the leading position both in terms of operating scale and operating efficiency. After decades of development, business outlets all over the country, the brand value continues to improve, insurance coverage continues to improve, Credit insurance is the kind of insurance that will be increased in sales. Company C, as a large urban branch operating in the system, has a very important position. The company hopes to vigorously sell through credit insurance as a new growth point of premium. More optimization of insurance structure, increase market share in Guangzhou. According to the characteristics of the company's credit insurance products and the current marketing situation, and on the premise of fully analyzing the company's product marketing environment and the company's future development strategy, this plan formulates the promotion plan of the company's credit insurance products in the Guangzhou market in 2014. First of all, the development situation and future development goal of company C are expounded, and the historical sales data of the company's products and Guangzhou market are analyzed and studied deeply. Develop the company's credit insurance in the future vigorously marketing ideas and directions. Then the macro environmental analysis method is used to analyze the macro environment of C Company's product marketing from the perspectives of nature, policy, economy and demand, and the Porter's five-force analysis model is used to analyze the macro environment from the suppliers, purchasers, entrants, substitutes, etc. The industry environment of product marketing is analyzed from competitors' point of view, and the marketing situation and environment of products are analyzed from the point of view of advantages, disadvantages, opportunities and threats by using SWOT method. It provides the decision basis for the marketing target and target market selection of company credit insurance Guangzhou in 2014. Finally, according to the product marketing plan, the actual environment restriction and the marketing resource restriction, the concrete promotion plan of Guangzhou market for the company's credit insurance in 2014 is worked out. Help company C to complete the credit insurance sales in Guangzhou in 2014.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F842.3;F842.682
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