中国平安保险公司A省分公司车辆保险营销策略分析

发布时间：2018-03-01 01:29

本文关键词： 车辆保险营销策略保险营销　出处：《安徽大学》2017年硕士论文　论文类型：学位论文

【摘要】：中国的保险行业发展起步比较晚,目前仍然处于初步发展时期。缺少有效的行业监督和自律,业务发展中存在许多问题。目前各保险公司仍然以粗放式发展业务为主,走马圈地式的抢占市场份额,能在短期内提高企业的经营效益,但这样的发展方式并不是企业的长久发展之计,不能为企业的持续发展带来帮助。同时,进入互联网时代以来,企业的经营和发展模式也受到较大的影响,顺应时代发展潮流、借助互联网发展趋势,对保险行业各企业的发展既是一种机遇,也是一种挑战。在行业内发展需要进一步完善和改革,行业外部商业发展模式也在悄然变化之计,我国保险行业的保险公司如何适应内外部发展的变化,充分利用自身的资源条件,结合自身当前的发展态势,进一步优化和调整自身的营销模式。目前企业的发展面临机遇和挑战,但是在金融行业和互联网行业当中会发现一个关键点就是做到客户互通、跨越式发展。截止2015年,国家统计局的资料数据表明,我国民用汽车为2.79亿辆,较1978年的135.84万辆,37年增加了 200倍,市场容量快速扩张,同时在国际经济高速发展的基础上,为车辆保险的发展提供巨大的发展机会。面对保险行业车辆保险研究的必要性,本文首先对国内和国外的相关学者对保险行业以及车辆保险营销的相关文献进行了研究与归纳,梳理保险行业营销的研究现状和趋势。在第二章则详细介绍了本文研究的相关理论,在介绍保险营销的概念和特点之后,介绍了 STP营销理论和4PS营销理论。第三章介绍了本文分析公司的车辆保险营销现状,包括该保险公司概况和车辆保险的品种。论文在第四章则介绍了该保险公司车辆保险外部环境,外部环境分析包括经济环境、法律环境、社会环境和竞争环境四个方面。第五章阐述了该保险公司车辆保险的营销现状,主要从公司的车辆营销策略、营销渠道资源以及营销存在的问题三方面进行分析。在论文的第六章是队该保险公司车辆保险营销策略的改进建议,是本文的研究重点和意义所在,从产品策略、价格策略、渠道策略和促销策略四个方面提出了相关建议。
[Abstract]:China's insurance industry started relatively late and is still in its initial stage of development. It lacks effective industry supervision and self-discipline, and there are many problems in its business development. At present, the insurance companies are still mainly engaged in extensive business development. Taking up market share in a horse's enclosure can improve the operating efficiency of an enterprise in a short period of time. However, such a way of development is not a long-term plan for the development of an enterprise, and it cannot help the sustainable development of an enterprise. At the same time, since the entry of the Internet age, The management and development mode of enterprises are also greatly influenced. In keeping with the trend of development of the times and with the help of the development trend of the Internet, it is an opportunity for the development of various enterprises in the insurance industry. It is also a challenge. The development within the industry needs to be further improved and reformed, and the mode of external commercial development of the industry is also quietly changing. How do the insurance companies in our insurance industry adapt to the changes in the internal and external development? Make full use of their own resource conditions, combine their current development situation, further optimize and adjust their own marketing model. At present, the development of enterprises is facing opportunities and challenges, But a key point in the financial industry and the Internet industry will be to achieve customer interaction and leapfrog development. As of 2015, data from the National Bureau of Statistics show that there are 279 million civilian vehicles in China. Compared with one million three hundred and fifty-eight thousand and four hundred vehicles in 1978, the market capacity has expanded rapidly in 37 years, and on the basis of the rapid development of international economy, it provides a huge development opportunity for the development of vehicle insurance. First of all, this paper studies and summarizes the relevant literature on the insurance industry and vehicle insurance marketing from domestic and foreign scholars. In the second chapter, the related theories of this paper are introduced in detail, after introducing the concept and characteristics of insurance marketing, STP marketing theory and 4PS marketing theory are introduced. In Chapter 4th, the paper introduces the external environment of the insurance company's vehicle insurance, the external environment analysis includes the economic environment, the legal environment, Chapter 5th describes the marketing status of the insurance company's vehicle insurance, mainly from the company's vehicle marketing strategy, Chapter 6th of the thesis is the improvement suggestion of the vehicle insurance marketing strategy of the insurance company, which is the focus and significance of this paper, from the product strategy, price strategy, The channel strategy and the promotion strategy four aspects proposed the related proposal.
【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F842.634;F274

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