Z保险公司的车险业务市场营销策略研究
发布时间：2019-02-13 17:19
【摘要】：在过去的几年里，中国的汽车市场经历了一个高速发展的时期，国内汽车的保有量不断攀升。汽车保有量快速增长的同时也带动了机动车辆保险市场的繁荣。但随着保险主体的不断增加、市场竞争的日益激烈，作为老牌国企的Z保险公司的车险业务发展遇到阻力，保费增速落后行业增速，，市场份额逐年下降。主要原因在于Z公司目标市场细分缺乏科学性，理赔环节客户满意度偏低。同时，渠道建设和客户服务等方面也有待提高。 本文运用现代市场营销学理论，对Z保险公司市场营销环境进行分析，指出该公司车险业务市场营销现存的问题，提出了Z保险公司应选择的市场化、差异化的车险业务市场营销策略。
[Abstract]:In the past few years, the auto market in China has experienced a period of rapid development, and the number of domestic cars has been rising. The rapid growth of car ownership has also led to the prosperity of the motor vehicle insurance market. But with the increasing of insurance body and the increasingly fierce market competition, the development of auto insurance business of Z insurance company, as an old state-owned enterprise, has encountered resistance, the premium growth rate has lagged behind the industry growth rate, and the market share has declined year by year. The main reason is that the target market segmentation of Z company is not scientific and the customer satisfaction is low. At the same time, channel construction and customer service and other aspects need to be improved. Based on the modern marketing theory, this paper analyzes the marketing environment of Z insurance company, points out the existing problems in the marketing of auto insurance business of Z insurance company, and puts forward the marketization that Z insurance company should choose. Differentiated vehicle insurance business marketing strategy.
【学位授予单位】：黑龙江大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F842.3
本文编号：2421774
[Abstract]:In the past few years, the auto market in China has experienced a period of rapid development, and the number of domestic cars has been rising. The rapid growth of car ownership has also led to the prosperity of the motor vehicle insurance market. But with the increasing of insurance body and the increasingly fierce market competition, the development of auto insurance business of Z insurance company, as an old state-owned enterprise, has encountered resistance, the premium growth rate has lagged behind the industry growth rate, and the market share has declined year by year. The main reason is that the target market segmentation of Z company is not scientific and the customer satisfaction is low. At the same time, channel construction and customer service and other aspects need to be improved. Based on the modern marketing theory, this paper analyzes the marketing environment of Z insurance company, points out the existing problems in the marketing of auto insurance business of Z insurance company, and puts forward the marketization that Z insurance company should choose. Differentiated vehicle insurance business marketing strategy.
【学位授予单位】：黑龙江大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F842.3
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本文编号：2421774
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