Z保险公司M县支公司农村保险营销策略研究

发布时间：2018-03-26 17:09

本文选题：农村保险　切入点：农业保险　出处：《中南林业科技大学》2017年硕士论文

【摘要】：本文旨在梳理M县农村保险现状及Z保险公司M县支公司农村保险营销现状,找出其营销问题,分析问题原因;并在农村保险外部和内部营销环境下,根据M县具体情况,对其农村保险市场予以目标市场定位,优化现有的M县支公司农村保险营销略,提高该M县支公司保险业务业绩,走出该公司多个乡镇农村保险业绩却增长乏力的困境。本文的研究意义主要有理论和实践两方面。首先,理论方面,经过文献梳理发现,大多数文献都倾向于对农村保险市场发展的研究,对县域保险公司的农村保险营销研究的文献相对较少,本文的研究一定程度上能够填补这一理论空缺;其次,实践方面,本文以M县支公司为例,研究其农村保险业务营销,对提高该公司业绩有积极实践价值和操作价值,同时也能作为农村保险营销的参考。主要的结论有:(1)选择的SO战略为:利用政策机遇、M县经济形势良好、人口结构年轻、农村保险市场巨大等诸多外部机遇,以及Z保险公司内部优势,开发适合农村的新保险产品和农村保险新型中介,利用网络工具,开拓农村保险市场。(2)目标市场包括:小中额短期农业保险;小额人身保险;储蓄收益型理财保险;定位为“贴心、关怀、保驾护航”。(3)产品策略有:农业保险、财产保险(有关机动车辆的保险)、小额人身保险的产品设计;(4)渠道策略中增设的渠道有农资渠道、村委会渠道、医院渠道、农产品粗加工集体经营企业或个体户经营渠道、微信渠道。
[Abstract]:The purpose of this paper is to sort out the current situation of rural insurance in M county and the marketing situation of M county branch company in Z insurance company, to find out its marketing problems, to analyze the causes of the problems, and to analyze the reasons under the external and internal marketing environment of rural insurance, according to the specific situation of M county. The target market of the rural insurance market should be positioned, the existing M county branch company's rural insurance marketing strategy should be optimized, and the M county branch company's insurance business performance should be improved. The research significance of this paper mainly includes two aspects: theory and practice. First, in theory, through literature review, we find that, Most of the literatures tend to study the development of rural insurance market, and the research on rural insurance marketing of county insurance companies is relatively few. To some extent, the research in this paper can fill the theoretical gap; secondly, in practice, This paper takes M County Branch Company as an example to study the marketing of rural insurance business, which has positive practical value and operational value to improve the performance of the company. At the same time, it can also be used as a reference for rural insurance marketing. The main conclusions are as follows: using policy opportunities, the economic situation of M County is good, the population structure is young, the rural insurance market is huge, and so on. As well as Z insurance company's internal advantages, the development of new insurance products suitable for rural areas and new rural insurance intermediary, the use of network tools to open up the rural insurance market. The target market includes: small, medium and short term agricultural insurance, small personal insurance; Savings income type of financial insurance; positioning as "close, caring, escort". 3) Product strategy: agricultural insurance, The channels for property insurance (insurance for motor vehicles, product design for small personal insurance) channels include channels for agricultural resources, village committee channels, hospital channels, agricultural rough processing collective management enterprises or self-employed enterprises. WeChat channel.
【学位授予单位】：中南林业科技大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F842.3;F274;F323.89

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