鑫安保险吉林分公司车险营销策略研究

发布时间：2018-04-03 18:49

本文选题：车辆保险　切入点：营销策略　出处：《吉林大学》2017年硕士论文

【摘要】：随着经济的发展与社会的进步,人民生活水平在不断提升,机动车辆已经进入全国人民生产和生活的各个领域,尤其是在大中型城市,机动车保有量大幅增加。近年来,机动车辆如此巨大的增长潜力,大大刺激了我国机动车保险行业的快速发展。现在,我国车险市场中,参与竞争的企业越来越多,但是真正能够盈利的保险公司微乎其微,尤其是商业车险费改后,市场竞争越来越激烈,将近三分之二的车险公司处于亏损状态。商业车险费改后,中小公司面临费用节节攀高的难题,传统经营模式难以为继,唯有转型发展才是生存之道。与大公司相比,中小公司在规模效应、品牌效应、专业技术能力方面存在不足,在产品同质化市场中,发展模式上更多依靠单一费用驱动,在商业车险费改初期面临更大的挑战,必须在营销策略、服务能力及市场组织能力等方面尽快转型。本文以作者所在的鑫安保险吉林分公司的车险业务为例,吉林省全面执行机动车辆商业保险费率改革后,鑫安保险吉林分公司的车险业务受到很大冲击,续保客户大量流失,业务量缩减了将近30%。本文对吉林省车险费改后车辆保险市场的市场环境、行业状况及鑫安保险吉林分公司的车险营销现状做了详细分析。车险费改后鑫安保险吉林分公司面临很大的考验,影响其保费收入的因素主要包括企业内外部环境、市场细分与定位和营销策略。在营销环境分析过程中,通过对鑫安保险吉林分公司内外部环境的分析及竞争对手的分析,总结了鑫安保险吉林分公司自身的优势与不足及外部面临的机会与威胁,为鑫安保险吉林分公司车险业务的发展提供了参考方向。在鑫安保险吉林分公司车险营销策略设计过程中,不同的目标市场选择不同的营销组合,从产品、价格、渠道和促销四个方面综合考虑。不同的营销渠道,制定不同的产品组合;依据相应目标市场顾客消费特征的不同,制定不同的价格组合策略。综合鑫安保险吉林分公司的分析结果,结合鑫安保险特殊的成立背景,在这种艰难的环境下,为了保住公司的市场占有率,公司应该将一汽集团内部员工购车业务作为车险业务发展的突破点,结合一汽内部员工购车业务的特殊性,制定相应的营销组合策略。为了确保鑫安保险吉林分公司车险营销策略的有效实施,需要公司加强员工队伍建设、完善服务体系等作为支撑。
[Abstract]:With the development of economy and the progress of society, the living standard of the people is improving constantly. Motor vehicles have entered all fields of people's production and life, especially in large and medium-sized cities, the number of motor vehicles has increased greatly.In recent years, motor vehicles such a huge growth potential, greatly stimulate the rapid development of motor vehicle insurance industry in China.At present, there are more and more enterprises participating in the competition in China's auto insurance market, but there are very few truly profitable insurance companies. Especially after the reform of commercial car insurance fees, the market competition is becoming more and more intense.Nearly 2/3 of the auto insurance companies are at a loss.After the reform of commercial auto insurance fees, small and medium-sized companies are faced with the problem of rising costs, traditional business model is difficult to continue, only transformation and development is the way to survive.Compared with large companies, small and medium-sized companies have shortcomings in scale effect, brand effect, professional and technical ability. In the market of homogenization of products, the development model is more driven by single cost.In the early stage of the reform of commercial auto insurance fee, it is necessary to transform as soon as possible in the aspects of marketing strategy, service ability and market organization ability.This paper takes the automobile insurance business of Xinan Insurance Jilin Branch as an example. After Jilin Province has fully implemented the reform of commercial insurance rate for motor vehicles, the insurance business of Xin'an Insurance Jilin Branch has been greatly impacted, and the customers of continued insurance have been losing a lot.Business has shrunk by nearly 30 percent.This paper makes a detailed analysis of the market environment, the industry situation and the current situation of the automobile insurance marketing of Xinan Insurance Jilin Branch after the reform of vehicle insurance fee in Jilin Province.After the reform of auto insurance fee, Xin'an Insurance Jilin Branch is faced with a great test. The factors affecting its premium income mainly include the internal and external environment, market segmentation and positioning and marketing strategy.In the process of marketing environment analysis, through the analysis of the internal and external environment of Xin'an Insurance Jilin Branch and the analysis of its competitors, this paper summarizes the advantages and disadvantages of Xin'an Insurance Jilin Branch and the opportunities and threats it faces outside.Xinan Insurance Jilin Branch for the development of auto insurance business to provide a reference direction.In the process of designing automobile insurance marketing strategy of Xinan Insurance Jilin Branch, different target markets choose different marketing combinations, which are considered comprehensively from four aspects: product, price, channel and promotion.Different marketing channels, different product combinations, and different price combination strategies according to the different consumer consumption characteristics of the corresponding target market.Synthesizing the analysis results of Xin'an Insurance Jilin Branch, combining the special setting up background of Xin'an Insurance, in this difficult environment, in order to keep the company's market share,The company should take the internal employee purchase business of FAW Group as the breakthrough point of the development of auto insurance business, combine with the particularity of FAW internal employee car purchase business, formulate the corresponding marketing combination strategy.In order to ensure the effective implementation of the auto insurance marketing strategy of Xinan Insurance Jilin Branch, it is necessary for the company to strengthen the construction of staff and perfect the service system as the support.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F842.3;F274

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