A财产保险公司珠海分公司营销策略研究

发布时间：2018-11-12 13:35

【摘要】：经过近20年的快速发展,A财产保险公司珠海分公司已经初步建立了较为完整的市场营销体系,但仍存在一些不容忽视的问题,如市场定位不够明确,营销理念落后；营销渠道单一,促销手段效率低下等。因此,不断创新和拓展保险营销理念,构建吻合A财产保险公司珠海分公司实际的市场营销策略,确保公司的优势地位,已成为该公司持续发展中的一个重要课题。本文首先分析了保险营销的内涵和特点,然后从考察A财产保险公司珠海分公司现行营销体系及其存在的问题入手,分析了该公司市场营销的内外部环境,在此基础上,对其进行了市场定位,并提出了吻合公司实际的以“顾客为导向”的营销组合策略框架。本文基于4Ps、4Cs和4Rs营销理论的主要观点,提出了A财产保险公司珠海分公司应构建以“顾客为导向”的整合营销策略：(1)基于市场需求的动态变化,实施产品创新策略；实施产品组合策略,不断延伸出新的产品；(2)根据顾客、地域和险种等的不同,制定和实施差异性价格策略。(3)进一步完善以直接渠道为主,中间渠道(保险代理人和保险经纪人)为辅的营销渠道模式；创新保险销售模式,推动保险直复营销的运用与发展。(4)构建人员推销、广告、公共关系和营业推广“四位一体”的促销体系,有效提供保险信息和引导、激发保险消费。(5)树立服务至上的理念,实施规范服务标准化管理；加强售后服务与提高理赔质量,提高公司市场声誉。为确保上述营销策略框架的实施,A财产保险公司珠海分公司应构建与之相应的保障措施,如建立快速应变机制、重组公司业务流程、组建高素质的营销队伍、完善人力资源管理体系、建立良好的渠道反馈体系等。
[Abstract]:After nearly 20 years of rapid development, A property insurance company Zhuhai Branch has initially established a relatively complete marketing system, but there are still some problems that can not be ignored, such as market positioning is not clear enough, marketing concept is backward; The marketing channel is single, the promotion means is inefficient and so on. Therefore, constantly innovating and expanding the insurance marketing concept, constructing the actual marketing strategy in line with A property insurance company Zhuhai branch, ensuring the company's advantage position, has become an important subject in the sustainable development of the company. This paper first analyzes the connotation and characteristics of insurance marketing, then begins with the investigation of the current marketing system and the existing problems of Zhuhai Branch of A property Insurance Company, analyzes the internal and external environment of the company's marketing, and on this basis, The market positioning is carried out, and a "customer-oriented" marketing combination strategy framework is put forward which is in line with the company's actual situation. Based on the main points of view of 4Psf4Cs and 4Rs marketing theory, this paper puts forward that A property insurance company Zhuhai Branch should construct "customer-oriented" integrated marketing strategy: (1) based on the dynamic change of market demand, implement product innovation strategy; Implement product combination strategy and extend new products constantly; (2) to formulate and implement different pricing strategies according to the customers, regions and types of insurance. (3) to further improve the marketing channel model, which is mainly based on direct channels and supplemented by intermediate channels (insurance agents and insurance brokers); Innovation of insurance sales model, promote the use and development of direct insurance marketing. (4) build a "four-in-one" promotion system of personnel marketing, advertising, public relations and business promotion, effectively provide insurance information and guidance, Stimulate insurance consumption. (5) set up the concept of "service first", implement standardized service management; Strengthen after-sales service and improve the quality of claims, improve the company's reputation in the market. In order to ensure the implementation of the above marketing strategy framework, A property insurance company Zhuhai Branch should construct corresponding safeguard measures, such as setting up a quick response mechanism, reorganizing the business process of the company, setting up a high-quality marketing team. Improve the human resources management system, establish a good channel feedback system.
【学位授予单位】：广东工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F842.3

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