永诚财产保险公司宾县分公司设备保险营销策略研究

发布时间：2018-04-01 21:36

本文选题：设备保险　切入点：营销现状　出处：《吉林财经大学》2017年硕士论文

【摘要】：近几年我国实体经济飞速发展,金融、保险行业在经济腾飞的背景下取得了极大的进步。但财产保险当中的设备保险相比寿险、车险等发达成熟险种,没有得到足够的重视,发展较为缓慢。财产保险公司想要扩大设备保险市场,增加这一险种的保费收入,除了依靠国家出台相关的政策和法律法规,更应该利用现有设备保险市场的优势,挖掘营销渠道,主动发挥设备保险市场的巨大潜力,抓住机遇,开拓市场。同时保险公司制定有特色的并且与公司情况相吻合的营销策略,在适应市场上更进一步,将会有效地提高设备保险的保费收入,对开拓设备保险市场具有重要意义。本文以永诚财产保险公司宾县分公司设备保险为研究对象,分析现有设备保险产品现状,建立符合永诚保险公司宾县分公司设备保险的营销策略,其研究结果对永诚财产保险公司宾县分公司的市场开拓、公司发展规划具有参考价值和意义。本文分为七章,三个部分,第一部分主要表明本文的研究意义与研究背景,借鉴国内外研究经验和研究结论,确定本文的理论依据、研究内容和研究方法;第二部分以永诚财产保险公司宾县分公司的营销现状为切入点,对永诚财产保险公司宾县分公司的基本情况作了介绍,以永诚财产保险公司宾县分公司的设备保险为主要研究内容,以市场营销相关理论为考察依据,对永诚财产保险公司宾县分公司的设备保险的优势和存在的问题进行分析,对该公司设备保险进行营销战略定位,对设备保险的市场进行细分,制定该公司设备保险的营销策略。第三部分以前两部分的分析和研究为基础,提出永诚财产保险公司宾县分公司设备保险营销策略实施的保障措施以及对研究成果的总结。
[Abstract]:In recent years, with the rapid development of the real economy in our country, the financial and insurance industries have made great progress in the background of economic take-off. However, the equipment insurance in property insurance has not received enough attention compared with the developed and mature types of insurance, such as life insurance, car insurance, etc. Property insurance companies want to expand the equipment insurance market and increase the premium income of this kind of insurance. In addition to relying on the relevant policies and laws and regulations issued by the state, property insurance companies should also take advantage of the existing equipment insurance market. Tap marketing channels, take the initiative to bring the huge potential of the equipment insurance market into full play, seize the opportunity, and open up the market. At the same time, the insurance companies will formulate marketing strategies that are characteristic and consistent with the company's situation, so as to further adapt to the market. It will effectively increase the premium income of the equipment insurance, and will be of great significance to the development of the equipment insurance market. This paper takes the equipment insurance of Binxian Branch of Yongcheng property Insurance Company as the research object, and analyzes the present situation of the existing equipment insurance products. The marketing strategy of equipment insurance in Binxian Branch of Yongcheng Insurance Company is established. The research results have reference value and significance for the market development and development planning of Binxian Branch of Yongcheng property Insurance Company. This paper is divided into seven chapters. The first part mainly shows the research significance and background of this paper, draws lessons from the domestic and foreign research experience and the research conclusion, determines the theoretical basis, the research content and the research method of this article; The second part introduces the basic situation of Binxian branch of Yongcheng property insurance company based on the marketing situation of Binxian branch of Yongcheng property insurance company. Taking the equipment insurance of Binxian branch of Yongcheng property insurance company as the main research content, based on the relevant theories of marketing, this paper analyzes the advantages and problems of the equipment insurance of Binxian branch of Yongcheng property insurance company. The marketing strategy of the equipment insurance of the company is positioned, the market of the equipment insurance is segmented, and the marketing strategy of the equipment insurance of the company is formulated. The third part is based on the analysis and research of the former two parts. This paper puts forward the guarantee measures of the equipment insurance marketing strategy of Binxian Branch of Yongcheng property Insurance Company and the summary of the research results.
【学位授予单位】：吉林财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F842.3;F274

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