M公司儿童保险产品的消费者行为调查
发布时间：2018-11-25 19:47
【摘要】：改革开放三十年来,我国保险业发展迅速,其规模和影响力不断扩大。在其快速发展过程中,也表现出与广大消费者的保险需求,与国民经济发展不相适应的矛盾。例如,保险的覆盖面过窄；居民保险消费结构失衡；居民的保险消费表现出显著性的区域差异。随着人们收入的提高和风险意识的增强,保险消费在人们生活消费中的地位和作用正逐步提高。 我们知道,市场竞争中任何一家企业都不能依靠价格取胜,不能靠盲目模仿。保持持久竞争力的优势的办法是要有正确的营销战略作保证。将消费者行为研究放在第一位,以市场需求为导向的宗旨,将注意力集中在消费者需求上,才自己的产品更有效地满足消费需求,获得竞争优势。 文本以儿童保险产品的消费者作为研究对象,从消费者行为的角度对儿童保险产品的现状、影响消费者行为的因素以及消费者行为过程进行分析研究,得出了儿童保险产品消费者行为的过程,并根据儿童保险产品的消费者行为为保险公司的产品开发、公司的营销战略以及理赔提出了启示,以期望更好地对儿童保险产品进行营销。
[Abstract]:Since the reform and opening up 30 years ago, China's insurance industry has developed rapidly and its scale and influence have been continuously expanded. In the process of rapid development, it also shows the contradiction with the consumers' insurance demand and the development of national economy. For example, the coverage of insurance is too narrow; the consumption structure of residents insurance is out of balance; the insurance consumption of residents shows significant regional differences. With the increase of people's income and risk consciousness, the status and role of insurance consumption in people's daily consumption is gradually increasing. We know that no enterprise in the market competition can rely on price to win, can not rely on blind imitation. The way to maintain a lasting competitive edge is to have the right marketing strategy to ensure. With the aim of focusing on the market demand and focusing on the consumer demand, the research of consumer behavior should be put first, so that our products can meet the consumption demand more effectively and gain the competitive advantage. The text takes the consumer of the child insurance product as the research object, analyzes and studies the current situation of the child insurance product, the factors influencing the consumer behavior and the consumer behavior process from the perspective of consumer behavior. The process of consumer behavior of children's insurance products is obtained, and according to the consumer behavior of children's insurance products, the enlightenment is put forward for the product development, marketing strategy and claim settlement of the insurance company. In order to expect a better marketing of children's insurance products.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F713.55;F842
[Abstract]:Since the reform and opening up 30 years ago, China's insurance industry has developed rapidly and its scale and influence have been continuously expanded. In the process of rapid development, it also shows the contradiction with the consumers' insurance demand and the development of national economy. For example, the coverage of insurance is too narrow; the consumption structure of residents insurance is out of balance; the insurance consumption of residents shows significant regional differences. With the increase of people's income and risk consciousness, the status and role of insurance consumption in people's daily consumption is gradually increasing. We know that no enterprise in the market competition can rely on price to win, can not rely on blind imitation. The way to maintain a lasting competitive edge is to have the right marketing strategy to ensure. With the aim of focusing on the market demand and focusing on the consumer demand, the research of consumer behavior should be put first, so that our products can meet the consumption demand more effectively and gain the competitive advantage. The text takes the consumer of the child insurance product as the research object, analyzes and studies the current situation of the child insurance product, the factors influencing the consumer behavior and the consumer behavior process from the perspective of consumer behavior. The process of consumer behavior of children's insurance products is obtained, and according to the consumer behavior of children's insurance products, the enlightenment is put forward for the product development, marketing strategy and claim settlement of the insurance company. In order to expect a better marketing of children's insurance products.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F713.55;F842
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