英大人寿Z公司体验营销模式的构建
发布时间：2018-12-29 20:04
【摘要】：时代的发展离不开科技的进步和社会的变革,传统的行业及营销模式必须与时俱进方可在社会进步的大潮中挺立潮头,获取和保持优势。如今,体验消费时代已悄然而至。越来越多的保险公司开始重视客户售后服务工作,通过改革一系列保险专业化受理流程,给客户带来截然不同的服务体验,并籍由客户服务质量的提升留住老客户、吸引新客户。虽然售后服务体验仅是客户体验中的一部分,但是随着保险市场竞争逐步白热化及消费需求的多样化和个性化,这种体验式营销必将囊括售前和售中的服务体验,成为保险营销发展的新趋势。 英大人寿,依托国家电网的股东优势,在成立的六年多时间里,发展迅猛。为了在激烈的行业竞争中脱颖而出,顺利实现在2018年成功上市的集团发展战略,近年来,公司不断探索营销的改革与创新之道,以期实现客户满意度的提升,保费规模和市场份额的提升。 为了摸索保险行业的营销现状,构建体验营销的新模式,本文运用理论文献分析和实际调研相结合的方法,深入分析寿险行业营销模式的特点和存在问题,并根据消费者行为、市场调研等相关理论和方法,进行问卷设计和调研,同时借助SPSS软件对问卷数据进行描述统计分析、相关系数分析、回归分析和交叉分析,试图分析保险行业客户的体验需求。 本文根据相关理论和问卷调研数据分析,提出了英大人寿Z公司体验营销构建的方法,主要从营销和服务两方面来进行构建,通过移动展业平台的建立,从感官、情感、思考、行动和关联这五要素来打造客户的营销体验。通过开展广泛调研,合理分配资源,改进服务流程,完善细节服务,透明规范运作,加大宣传力度。通过这些措施来弥补服务质量模式的五个缺口,进而提升客户的服务体验。最后,从营销4Cs的四个方面来分析体验营销模式的实现,以细分客户需求,设计相关产品来做好客户需求,以多种形式的宣传及新媒体工具的使用来做好客户沟通,以运用移动展业设备,完善网络自助服务来实现客户便利,开发相关APP程序来降低客户的愿付成本。
[Abstract]:The development of the times can not be separated from the progress of science and technology and the transformation of the society. The traditional industry and marketing mode must keep pace with the times in order to stand up in the tide of social progress and gain and maintain the advantages. Today, the age of experience consumption has quietly arrived. More and more insurance companies begin to attach importance to customer after-sales service, through the reform of a series of insurance professional acceptance process, to bring customers a completely different service experience, and by improving the quality of customer service to retain old customers, Attract new customers. Although the after-sales service experience is only a part of the customer experience, with the increasing competition in the insurance market and the diversification and personalization of consumer demand, this kind of experiential marketing will definitely include the pre-sale and in-sale service experience. Become the new trend of insurance marketing development. British University Life, relying on the State Grid's shareholders advantage, in the establishment of more than six years, rapid development. In order to stand out in the fierce industry competition and successfully realize the group development strategy of successful listing in 2018, in recent years, the company has been exploring the reform and innovation of marketing, in order to achieve the improvement of customer satisfaction. Increase in premium size and market share. In order to explore the current marketing situation of insurance industry and construct a new model of experience marketing, this paper analyzes the characteristics and existing problems of life insurance industry marketing model by combining theoretical literature analysis with practical investigation, and according to consumer behavior, Market research and other related theories and methods, questionnaire design and research, at the same time with the help of SPSS software to describe the questionnaire data statistical analysis, correlation coefficient analysis, regression analysis and cross-analysis, trying to analyze the experience needs of insurance industry customers. Based on the analysis of relevant theory and questionnaire survey data, this paper puts forward the method of experience marketing construction of British University Life Insurance Z Company, mainly from the aspects of marketing and service, through the establishment of mobile exhibition industry platform, from sensory, emotional, thinking, Action and relevance of these five elements to build customer marketing experience. Through extensive research, rational allocation of resources, improved service flow, perfect detail service, transparent and standardized operation, increase publicity. Through these measures to make up for the five gaps in the service quality model, and then improve customer service experience. Finally, from the four aspects of marketing 4Cs to analyze the realization of experience marketing model, to subdivide customer needs, design related products to do a good job of customer needs, with various forms of publicity and the use of new media tools to do a good job of customer communication, In order to use mobile exhibition equipment, improve the network self-service to achieve customer convenience, develop related APP programs to reduce customer willing to pay costs.
【学位授予单位】：厦门大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F842.3;F274
本文编号：2395324
[Abstract]:The development of the times can not be separated from the progress of science and technology and the transformation of the society. The traditional industry and marketing mode must keep pace with the times in order to stand up in the tide of social progress and gain and maintain the advantages. Today, the age of experience consumption has quietly arrived. More and more insurance companies begin to attach importance to customer after-sales service, through the reform of a series of insurance professional acceptance process, to bring customers a completely different service experience, and by improving the quality of customer service to retain old customers, Attract new customers. Although the after-sales service experience is only a part of the customer experience, with the increasing competition in the insurance market and the diversification and personalization of consumer demand, this kind of experiential marketing will definitely include the pre-sale and in-sale service experience. Become the new trend of insurance marketing development. British University Life, relying on the State Grid's shareholders advantage, in the establishment of more than six years, rapid development. In order to stand out in the fierce industry competition and successfully realize the group development strategy of successful listing in 2018, in recent years, the company has been exploring the reform and innovation of marketing, in order to achieve the improvement of customer satisfaction. Increase in premium size and market share. In order to explore the current marketing situation of insurance industry and construct a new model of experience marketing, this paper analyzes the characteristics and existing problems of life insurance industry marketing model by combining theoretical literature analysis with practical investigation, and according to consumer behavior, Market research and other related theories and methods, questionnaire design and research, at the same time with the help of SPSS software to describe the questionnaire data statistical analysis, correlation coefficient analysis, regression analysis and cross-analysis, trying to analyze the experience needs of insurance industry customers. Based on the analysis of relevant theory and questionnaire survey data, this paper puts forward the method of experience marketing construction of British University Life Insurance Z Company, mainly from the aspects of marketing and service, through the establishment of mobile exhibition industry platform, from sensory, emotional, thinking, Action and relevance of these five elements to build customer marketing experience. Through extensive research, rational allocation of resources, improved service flow, perfect detail service, transparent and standardized operation, increase publicity. Through these measures to make up for the five gaps in the service quality model, and then improve customer service experience. Finally, from the four aspects of marketing 4Cs to analyze the realization of experience marketing model, to subdivide customer needs, design related products to do a good job of customer needs, with various forms of publicity and the use of new media tools to do a good job of customer communication, In order to use mobile exhibition equipment, improve the network self-service to achieve customer convenience, develop related APP programs to reduce customer willing to pay costs.
【学位授予单位】：厦门大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F842.3;F274
【参考文献】
相关期刊论文 前1条
1 赵丽娅;;国内外保险营销模式比较研究[J];企业家天地下半月刊(理论版);2008年09期
，本文编号：2395324
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