XX保险公司聊城市分公司农业保险营销策略研究

发布时间：2018-11-20 18:08

【摘要】：我国是农业大国,农业面临不利气候、病虫害等自然灾害的严重影响,是风险较大的产业。农业保险作为现代农业产业可持续发展的四大支柱之一,对贯彻落实中央强农惠农富农政策,防范化解农业生产风险、稳定农民收入,落实国家粮食安全战略和完善农村社会支持保护体系,有着重要的意义。当前,农业保险市场发展前景广阔。党中央、国务院高度重视农业保险发展,连续多年的中央1号文件都对农业保险做了重要部署,同时随着农村产业现代化,新农村建设工作的加速推进,农业和农村发展所带来的各方面保险需求增长较快,加之近几年农民收入不断提高,市场意识和风险意识不断增强,为农业保险提供了广阔的发展前景。保险公司应抢抓农业保险重大发展机遇,增强危机意识,把农业保险当做一件大事来抓,既要着眼长远,又要立足当前。针对过度依赖政府推动,市场营销观念落后、险种创新缺乏以及营销渠道的单一等市场营销策略的问题,加大宣传力度,拓宽营销渠道,改善营销增强服务,对现有的营销策略进行调整和完善,从而扩大市场份额,争取农村保险市场发展先机。本论文共分为五章。第一章绪论,讲述了论文研究背景、目的、方法、意义及主要研究内容和基本框架,同时介绍了农业保险内涵,梳理了保险营销和农业保险等相关理论,为下一步研究提供了理论支撑;第二章XX保险公司聊城市分公司农业保险营销环境分析,一是简要介绍了XX保险公司聊城市分公司,二是运用PEST分析法、波特五力模型对公司农业保险内、外部营销环境进行分析,三是运用SWOT分析法从公司农业保险营销环境的优势、劣势、机会和威胁四个方面进行具体分析;第三章XX保险公司聊城市分公司农业保险营销策略组合,首先运用STP方法分析公司农业保险目标市场战略,得出应该实施差异化目标市场策略和市场领导者角色定位结论,然后分别从产品策略、价格策略、渠道策略和促销策略四个方面进行了深入分析,产品策略方面提出了优化现有产品、推出特色产品优化方案;价格策略方面提出了优惠价策略、差异性定价策略;渠道策略方面提出应采取“完善基层服务机构建设,夯实代理销售制,发展电话销售和网上销售模式”的方式进行综合推进;促销策略就广告促销、公共关系促销、人员促销和销售促进等方面进行了详尽分析;第四章XX保险公司聊城市分公司农业保险营销策略的实施,主要从强化营销观念、强化基层服务资源配置、优化流程、强化服务和人员激励考核等几个方面提出了建议措施;第五章结论本文的研究不仅有助于XX保险公司聊城市分公司挖掘农业保险市场潜力,增强农业保险经营能力和盈利能力,抢占农业保险、农村保险市场份额,而且对于整个农业保险行业的持续健康稳定发展也有着良好的借鉴作用。
[Abstract]:China is a large agricultural country, agriculture is faced with adverse climate, pests and diseases and other natural disasters, is a high-risk industry. As one of the four pillars of the sustainable development of modern agricultural industry, agricultural insurance is of great importance to the implementation of the central policy of strengthening and benefiting farmers and rich peasants, preventing and defusing the risks of agricultural production, and stabilizing farmers' income. It is of great significance to implement the national food security strategy and improve the rural social support and protection system. At present, agricultural insurance market development prospects are broad. The Party Central Committee and the State Council have attached great importance to the development of agricultural insurance. For many years, the first document of the CPC Central Committee has made important arrangements for agricultural insurance. At the same time, with the modernization of rural industries and the acceleration of the construction of new rural areas, Agricultural and rural development brings a rapid increase in the demand for insurance, coupled with the continuous increase in farmers' income in recent years, market awareness and risk awareness is constantly strengthened, which provides a broad development prospects for agricultural insurance. The insurance company should grasp the important development opportunity of agricultural insurance, strengthen the consciousness of crisis, and take agricultural insurance as a major event, which should not only focus on the long term, but also should be based on the present. In view of the problems of excessive dependence on government promotion, backward marketing concept, lack of insurance innovation and single marketing channel, we should increase publicity, widen marketing channels, improve marketing and enhance service. The existing marketing strategies are adjusted and perfected to expand market share and strive for the development of rural insurance market. This thesis is divided into five chapters. The first chapter introduces the background, purpose, method, significance, main research content and basic framework of the thesis, introduces the connotation of agricultural insurance, combs the relevant theories such as insurance marketing and agricultural insurance. It provides theoretical support for the next research; The second chapter is the analysis of the marketing environment of the agricultural insurance of Liaocheng Branch of XX Insurance Company. The first is a brief introduction to the Liaocheng Branch of the XX Insurance Company, the other is the application of PEST analysis method and Porter's five Force Model to the agricultural insurance of the company. The external marketing environment is analyzed, the third is the use of SWOT analysis from the company's agricultural insurance marketing environment strengths, weaknesses, opportunities and threats to the specific analysis of four aspects; The third chapter of XX insurance company Liaocheng branch agricultural insurance marketing strategy combination, first uses the STP method to analyze the company agricultural insurance target market strategy, draws the conclusion that should implement the differentiated target market strategy and the market leader role localization conclusion. Then from the product strategy, the price strategy, the channel strategy and the promotion strategy four aspects have carried on the thorough analysis, the product strategy aspect proposed optimized the existing product, launched the characteristic product optimization plan; In the aspect of price strategy, the preferential pricing strategy and the differential pricing strategy are put forward. In the aspect of channel strategy, we should adopt the way of "perfecting the construction of grass-roots service organization, ramming up the agent sales system, developing telephone sales and online sales mode". The promotion strategies are analyzed in detail in the aspects of advertising promotion, public relations promotion, personnel promotion and sales promotion. The fourth chapter is about the implementation of agricultural insurance marketing strategy of Liaocheng Branch of XX Insurance Company, mainly from the aspects of strengthening marketing concept, strengthening the allocation of grass-roots service resources, optimizing the flow, strengthening service and staff incentive assessment, etc. The fifth chapter concludes that the research of this paper is not only helpful for the XX insurance company Liaocheng Branch to tap the potential of agricultural insurance market, enhance the management ability and profitability of agricultural insurance, and seize the market share of agricultural insurance and rural insurance. And for the whole agricultural insurance industry continued healthy and stable development also has a good reference role.
【学位授予单位】：兰州交通大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F842.66

【相似文献】