江苏太平洋车险营销策略研究

发布时间：2018-12-19 10:40

【摘要】：加入WTO以来我国保险行业蓬勃发展,保险主体日趋多元化,保险市场开放程度与日俱增。我国保险行业与发达国家成熟的保险市场相比,在保险密度与深度方面还存在较大差距,行业发展潜力巨大。2014年太平洋财险江苏分公司保费收入为43.21亿元,其中车险保费收入为33.14亿元,同比增长14.77%,占据总保费的76.14%,在江苏市场稳居第二位。未来如何能更多拓展市场份额,实现了车险业务的快速增长,是江苏太保亟待解决的重要问题。本文首先介绍了太平洋财险江苏分公司的经营现状,公司车险的市场营销部门配备、营销人员管理考核机制等,再重点描述了江苏太保车险营销环境并运用SWOT分析法进行内外部分析。当前江苏乃至全国车险营销环境的主要特点是多元化市场主体的同质化竞争严重,汽车保有量增长趋势逼近拐点,交易关联方议价能力增强,新技术的应用重构了基本产品定价和基本的经营服务方式。致使当下车险业务的经营现状不容乐观,主要表现为经营收入增长放缓与经营效益下滑同步出现,综合成本费率超过100%,产品及服务创新乏力,缺乏差异化竞争。然后对江苏分公司的车险现行策略及问题进行探讨,主要存在的问题是车险产品缺乏核心竞争力,市场营销能力薄弱,经营成本增长较快以及服务质量的提升难以满足客户的需求。接着本文还通过调查问卷的方式,获得了数据信息,运用SPSS软件来对问卷进行交叉分析。最后通过洞见分析提供经营策略参考,驱动管理流程优化,推动公司转型发展。提供的经营策略主要有培育产品核心竞争力,构建差异化市场竞争能力,推行差异化、精准、精细、精益的营销模式,增强渠道及产业链的控制力保障议价能力,通过运用新技术和新的管理方法降低经营成本提升经营效率。本文对于太平洋车险江苏分公司营销策略的研究和总结,可以为同行业借鉴,对保险市场起着正面的推动作用。
[Abstract]:Since China's entry into WTO, the insurance industry has developed vigorously, the insurance body has become more and more diversified, and the opening degree of the insurance market has been increasing day by day. Compared with the mature insurance market in developed countries, China's insurance industry still has a big gap in terms of insurance density and depth, and the industry has great potential for development. In 2014, the insurance premium income of Pacific property Insurance Jiangsu Branch was 4.321 billion yuan. Auto insurance premium income was 3.314 billion yuan, an increase of 14.77 yuan, accounting for 76.14% of the total premiums, ranking second in the Jiangsu market. How to expand the market share and realize the rapid growth of auto insurance business in the future is an important problem to be solved urgently in Jiangsu Taibao. This paper first introduces the management status of Pacific property Insurance Jiangsu Branch, the company's auto insurance marketing department equipment, marketing personnel management assessment mechanism, etc. Then it describes the marketing environment of Jiangsu Taibao auto insurance and makes internal and external analysis by SWOT analysis. At present, the main characteristics of the automobile insurance marketing environment in Jiangsu and even the whole country are the serious homogeneous competition of the main body of the diversified market, the increasing trend of vehicle ownership approaching the inflection point, and the enhancement of the bargaining power of the related parties. The application of the new technology reconstructs the pricing of basic products and the basic mode of operation and service. As a result, the current operating situation of auto insurance business is not optimistic, mainly for the slow growth of operating income and the decline of operating efficiency, the comprehensive cost rate is more than 100%, the innovation of products and services is weak, and there is a lack of differentiated competition. Then it discusses the current strategy and problems of automobile insurance in Jiangsu Branch. The main problems are the lack of core competitiveness and weak marketing ability of auto insurance products. Fast growth of operating costs and improvement of service quality are difficult to meet the needs of customers. Then, the data information is obtained by questionnaire, and the SPSS software is used to cross-analyze the questionnaire. Finally, through insight analysis to provide business strategy reference, driving management process optimization, to promote the transformation and development of the company. The management strategies are mainly to cultivate the core competitiveness of products, to build the competitive power of differentiated market, to carry out the differentiated, accurate, precise and lean marketing mode, to enhance the control of channels and industry chain to ensure the bargaining power. Using new technology and new management methods to reduce operating costs and improve operational efficiency. The research and summary of the marketing strategy of Pacific Motor Insurance Jiangsu Branch can be used for reference by the same industry and play a positive role in promoting the insurance market.
【学位授予单位】：广西师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F842.634

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