费率市场化背景下的车险营销策略研究
发布时间：2018-11-27 16:49
【摘要】：随着社会经济的快速发展,国民收入水平的大幅增长,我国机动车购买力及保有量逐年快速上升,给保险市场的发展带来了巨大的发展潜力。目前机动车辆保险已成为我国财产保险的支柱险种和保费增速最快的险种之一,与居民的日常生活密切相关,是各家财产保险公司市场竞争的重中之重。但是随着我国保险深度和保险密度的不断增加,保险消费者消费理念的日趋成熟,多元化的保险需求无法在同质化的车险产品中获得满足,同时固化的车险制度也造成了车险行业的整体亏损。鉴于此,国家保险监管部门已开始逐步推动车险条款及费率的市场化。本文选择TPY产险甘肃分公司为研究对象,希望通过分析其在甘肃省的市场环境及营销现状,找出其存在的问题和解决对策。 论文首先对相关保险营销理论进行回顾和总结,其次对车险费率市场化的概念和影响进行分析,然后利用PEST分析法及调查问卷法对甘肃省车险市场的市场环境、销售渠道、购买因素、满意度进行多角度、深入细致的分析和调研,最后根据调研及分析结果制定出适合TPY产险甘肃分公司的营销策略及优化改进,包括市场的细分和选择、产品营销策略、渠道营销策略、价格营销策略、促销营销策略及保障体系等。本文的研究目的是利用市场营销学的相关理论,找到适合TPY产险甘肃分公司的营销策略,帮助其在费率市场化的竞争背景下获得最大的市场份额和利润。
[Abstract]:With the rapid development of social economy and the substantial increase of national income, the purchasing power and ownership of motor vehicles in China are rising rapidly year by year, which brings great development potential to the development of insurance market. At present, motor vehicle insurance has become one of the pillar insurance types and the fastest increasing insurance premium in our country, which is closely related to the daily life of the residents, and is the most important part of the market competition of the property insurance companies. However, with the increasing of insurance depth and insurance density in our country, the consumption concept of insurance consumers is maturing day by day, and the diversified insurance demand can not be satisfied in the homogeneous automobile insurance products. At the same time, the solidified auto insurance system also caused the overall loss of the auto insurance industry. In view of this, the national insurance regulatory department has begun to gradually promote the marketization of auto insurance clauses and rates. This paper chooses Gansu Branch of TPY property Insurance as the research object, hoping to find out its existing problems and countermeasures by analyzing its market environment and marketing situation in Gansu Province. This paper reviews and summarizes the relevant insurance marketing theories, then analyzes the concept and influence of auto insurance rate marketization, and then uses PEST analysis and questionnaire to analyze the market environment and sales channels of automobile insurance market in Gansu Province. Purchase factors, satisfaction, in-depth and meticulous analysis and research, and finally according to the results of research and analysis of the appropriate TPY property insurance Gansu Branch marketing strategy and optimization improvements, including market segmentation and selection, Product marketing strategy, channel marketing strategy, price marketing strategy, promotion marketing strategy and safeguard system. The purpose of this paper is to find out the marketing strategy suitable for Gansu Branch of TPY property insurance by using the relevant theories of marketing, and to help it obtain the largest market share and profit under the background of the marketization of the rate.
【学位授予单位】：兰州理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F842.63
本文编号：2361473
[Abstract]:With the rapid development of social economy and the substantial increase of national income, the purchasing power and ownership of motor vehicles in China are rising rapidly year by year, which brings great development potential to the development of insurance market. At present, motor vehicle insurance has become one of the pillar insurance types and the fastest increasing insurance premium in our country, which is closely related to the daily life of the residents, and is the most important part of the market competition of the property insurance companies. However, with the increasing of insurance depth and insurance density in our country, the consumption concept of insurance consumers is maturing day by day, and the diversified insurance demand can not be satisfied in the homogeneous automobile insurance products. At the same time, the solidified auto insurance system also caused the overall loss of the auto insurance industry. In view of this, the national insurance regulatory department has begun to gradually promote the marketization of auto insurance clauses and rates. This paper chooses Gansu Branch of TPY property Insurance as the research object, hoping to find out its existing problems and countermeasures by analyzing its market environment and marketing situation in Gansu Province. This paper reviews and summarizes the relevant insurance marketing theories, then analyzes the concept and influence of auto insurance rate marketization, and then uses PEST analysis and questionnaire to analyze the market environment and sales channels of automobile insurance market in Gansu Province. Purchase factors, satisfaction, in-depth and meticulous analysis and research, and finally according to the results of research and analysis of the appropriate TPY property insurance Gansu Branch marketing strategy and optimization improvements, including market segmentation and selection, Product marketing strategy, channel marketing strategy, price marketing strategy, promotion marketing strategy and safeguard system. The purpose of this paper is to find out the marketing strategy suitable for Gansu Branch of TPY property insurance by using the relevant theories of marketing, and to help it obtain the largest market share and profit under the background of the marketization of the rate.
【学位授予单位】：兰州理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F842.63
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