山西S财险公司车险业务营销策略研究

发布时间：2018-12-21 20:20

【摘要】：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,国家保险监管部门己开始逐步推动车险条款及费率的市场化。本文选择山西S财险公司为研究对象,希望通过分析其在山西的市场环境及营销现状,找出其存在的问题并提出解决对策。本文首先介绍了机动车辆保险的基本概念及与市场营销中的4p,s和服务营销相关理论并对车险营销的相关文献进行了分析。在此基础上从外部宏观因素、行业发展现状和客户购买行为等方面对山西S财险公司车险业务营销环境进行了分析。再次,从公司基本情况、组织架构、车险业务现状、车险营销中存在的问题等方面介绍山西S财险公司营销现状,并分析了其中存在的问题。最后,论文运用4p,s营销策略理论,提出了山西S财险公司车险业务营销策略的优化措施。其中在产品策略方面提出了新产品创新开发,提升理赔服务效率以及创新产品增值服务方式;在价格策略方面提出了完善费率因子修订价格细化系数,加强车险风险测定,完善不同车型的风险数据,运用大数据进行车险个性化地准确定价;在营销渠道方面本文提出了微信营销渠道,移动客户端营销渠道和官方旗舰店营销渠道;在促销策略方面本文提出了网络推广、营销推广和公共关系策略。为保障所提出营销策略的顺利实施,本文提出了优化组织结构保障营销策略实施效果,充分利用信息交互平台实现车辆信息的互联互通,借鉴国外经验推动车联网应用,以及推行远端视频定损系统等保障措施。本文的研究目的是利用市场营销学的相关理论,找到适合山西S财险公司车险业务的营销策略,帮助其在激烈的竞争环境下获得更大的市场份额和利润。
[Abstract]:With the increasing of insurance depth and insurance density in our country, the consumer consumption concept of insurance 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 terms and rates of auto insurance marketization. This paper chooses Shanxi S property Insurance Company as the research object, hoping to find out its existing problems and put forward the countermeasures by analyzing its market environment and marketing situation in Shanxi. This paper first introduces the basic concept of motor vehicle insurance and the related theories of 4ps and service marketing in marketing, and analyzes the related literature of auto insurance marketing. On this basis, this paper analyzes the marketing environment of the auto insurance business of S property Insurance Company in Shanxi Province from the aspects of external macro factors, current situation of industry development and customer purchase behavior. Thirdly, this paper introduces the marketing situation of Shanxi S property insurance company from the aspects of the company's basic situation, organization structure, current situation of auto insurance business, problems in auto insurance marketing, and analyzes the existing problems. Finally, the paper puts forward the optimization measures of the auto insurance business marketing strategy of Shanxi S property insurance company by using the 4pFI marketing strategy theory. In the aspect of product strategy, it puts forward new product innovation and development, improving the efficiency of claim settlement service and innovating the value-added service mode of product. In the aspect of price strategy, this paper puts forward to perfect the rate factor to revise the price refinement coefficient, to strengthen the risk measurement of automobile insurance, to perfect the risk data of different models, and to use big data to carry out individualized and accurate pricing of vehicle insurance. In terms of marketing channel, this paper puts forward WeChat marketing channel, mobile client marketing channel and official flagship store marketing channel, and puts forward network promotion, marketing promotion and public relations strategy. In order to ensure the smooth implementation of the proposed marketing strategy, this paper proposes to optimize the organizational structure to ensure the implementation of the marketing strategy, make full use of the information exchange platform to achieve the interconnection of vehicle information, and learn from foreign experience to promote the application of vehicle networking. And the implementation of remote video loss system and other safeguards. The purpose of this paper is to find out the marketing strategy suitable for the car insurance business of Shanxi S property Insurance Company by using the relevant theories of marketing, and to help them to obtain a greater market share and profit under the fierce competition environment.
【学位授予单位】：太原理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F842.3

【相似文献】