基于市场需求的P公司艺术品保险营销策略研究

发布时间：2019-03-11 17:29

【摘要】：我国经济持续稳定的发展带动了国内艺术品市场的繁荣,提升了国内各艺术品经营机构对于艺术品保险的需求。但由于目前国内艺术品保险市场面临风险高,估值、修复方式存在争议,运输、鉴定配套服务机构不完善,风险可控性和理赔基数数据不足等问题,导致各保险公司对艺术品保险一致持有较谨慎的态度,艺术品经营机构的保险需求难以得到满足。本文结合国内艺术品保险市场以及P保险公司艺术品保险的营销现状,通过查阅资料、调查问卷、调研记录以及访谈等多种形式,从保险责任、价值评定、保险额度、赔偿方式和价格五个方面,对艺术品保险市场的需求情况进行调查和分析,并结合艺术品市场的发展趋势对艺术品保险的需求进行预测。同时,通过对P公司艺术品保险营销面临的宏观环境,微观环境以及企业内部环境的分析,运用SWOT分析方法对P公司进行艺术品保险营销的优势、劣势以及面临的机会和威胁进行分析。最后,运用11 P’S营销策略组合理论,对P公司艺术品保险营销的战略和战术进行分析并给出建议和结论:(1)艺术品保险市场具备一定的规模,且在目前的经济形势下市场需求较旺盛,值得P公司投入生产资料开展艺术品保险营销;(2)P公司应利用自身优势巩固现有合作机构,并将主要目标市场定位于国有公立博物馆,展览馆等非盈利的艺术品机构,以降低自身的经营风险;(3)P公司应尽快建设专业的艺术品营销团队,拓展以私营艺术馆、拍卖行、画廊等主体为代表的艺术品保险市场,扩大该领域的市场份额;(4)P公司应制定更符合市场需求,能体现自身特点和具有差异化的艺术品保险产品,以满足市场需求,提升用户服务体验。本文为P公司艺术品保险的营销推广提供解决方案和建议,同时对国内艺术品保险发展模式的建立和健全提供了理论依据。
[Abstract]:The sustained and stable development of China's economy promotes the prosperity of domestic art market and promotes the demand of art insurance for domestic art management institutions. However, due to the current domestic art insurance market facing high risks, valuation, repair mode disputes, transportation, identification of supporting service organizations are imperfect, risk controllability and the lack of data on the basis of claims, and so on. As a result, insurance companies have a cautious attitude towards art insurance, and the insurance needs of art operators are difficult to meet. This article combines the domestic art insurance market and the P insurance company art insurance marketing present situation, through consult the material, the survey questionnaire, the investigation record and the interview and so on various forms, from the insurance responsibility, the value appraisal, the insurance amount, the insurance liability, the value appraisal, the insurance limit, etc. This paper investigates and analyzes the demand of art insurance market in five aspects of compensation mode and price, and forecasts the demand of art insurance according to the development trend of art market. At the same time, through the analysis of the macro-environment, micro-environment and internal environment of P Company's art insurance marketing, this paper uses the SWOT analysis method to carry on the art insurance marketing advantage of P Company. Weaknesses and opportunities and threats are analyzed. Finally, this paper analyzes the strategy and tactics of art insurance marketing in P Company by using the combination theory of 11 P S marketing strategies, and gives some suggestions and conclusions: (1) the art insurance market has a certain scale. And in the current economic situation, the market demand is more exuberant, it is worth P company to invest production means to carry out art insurance marketing; (2) P Company should take advantage of its own advantages to consolidate the existing cooperative institutions, and position the main target market in the state-owned public museums, exhibition halls and other non-profit art institutions, in order to reduce their own business risks; (3) P Company should build a professional art marketing team as soon as possible, expand the art insurance market represented by private art galleries, auction houses and galleries, and expand the market share in this field; (4) in order to meet the market demand and enhance the user service experience, P Company should develop art insurance products which are more in line with the market demand, can reflect its own characteristics and have different characteristics. This paper provides solutions and suggestions for the marketing and promotion of P Company's art insurance, and also provides a theoretical basis for the establishment and perfection of the domestic art insurance development mode.
【学位授予单位】：中国地质大学(北京)
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F842.6

【相似文献】