NC保险公司市场营销策略研究
发布时间：2019-06-03 08:43
【摘要】：近几年,随着我国经济发展，人民生活水平不断提高，风险、理财意识逐渐深入人心，保险需求也日趋强烈，，因此，保险市场业务竞争也渐入白热化，保险公司营销策略的实施与创新就显得尤为重要。 本文以上市公司NC保险公司为例，基于市场细分理论、市场定位理论与4P营销理论，从分析其市场营销业绩、队伍、产品等方面入手，总结市场营销中存在的主要问题；基于波特五力模型等理论，进行市场竞争环境分析；最后，从营销策略的制定、实施和保障等方面，提出以客户为中心、坚持现有业务持续稳定增长、坚持价值和回归保险本原、坚持变革创新、提升防范化解风险的能力等营销策略，制定保险专业化销售流程体系、提升保险从业人员综合素质等策略实施保障。
[Abstract]:In recent years, with the economic development of our country, the living standard of the people is constantly improving, the awareness of risk and financial management is gradually deeply rooted in the hearts of the people, and the demand for insurance is becoming stronger and stronger. Therefore, the business competition in the insurance market is becoming more and more intense. The implementation and innovation of marketing strategy of insurance companies is particularly important. Taking NC insurance company of listed company as an example, based on market segmentation theory, market positioning theory and 4p marketing theory, this paper summarizes the main problems existing in marketing from the aspects of marketing performance, team, product and so on. Based on Porter's five-force model, the market competition environment is analyzed. Finally, from the aspects of the formulation, implementation and guarantee of marketing strategy, this paper puts forward taking customers as the center, insisting on the sustained and stable growth of the existing business, insisting on the value and return to the original insurance, and insisting on the reform and innovation. Improve the ability to prevent and resolve risks and other marketing strategies, formulate insurance professional sales process system, improve the comprehensive quality of insurance practitioners and other strategies to implement guarantees.
【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：2491809
[Abstract]:In recent years, with the economic development of our country, the living standard of the people is constantly improving, the awareness of risk and financial management is gradually deeply rooted in the hearts of the people, and the demand for insurance is becoming stronger and stronger. Therefore, the business competition in the insurance market is becoming more and more intense. The implementation and innovation of marketing strategy of insurance companies is particularly important. Taking NC insurance company of listed company as an example, based on market segmentation theory, market positioning theory and 4p marketing theory, this paper summarizes the main problems existing in marketing from the aspects of marketing performance, team, product and so on. Based on Porter's five-force model, the market competition environment is analyzed. Finally, from the aspects of the formulation, implementation and guarantee of marketing strategy, this paper puts forward taking customers as the center, insisting on the sustained and stable growth of the existing business, insisting on the value and return to the original insurance, and insisting on the reform and innovation. Improve the ability to prevent and resolve risks and other marketing strategies, formulate insurance professional sales process system, improve the comprehensive quality of insurance practitioners and other strategies to implement guarantees.
【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
【参考文献】
相关期刊论文 前2条
1 周勇钢;张志起;徐惠;;基于蓝海战略的保险营销创新研究[J];保险研究;2008年03期
2 王影;梁祺;;我国保险公司经营绩效评价分析[J];商业时代;2006年15期
本文编号：2491809
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