中国人保财险深圳市分公司营销渠道策略的优化研究

发布时间：2018-05-29 07:43

本文选题：中国人保财险深圳市分公司 + 营销渠道　；参考：《兰州大学》2017年硕士论文

【摘要】：中国经济的飞速发展,为中国保险业的发展奠定了坚实的基础。深圳作为中国改革开放的前沿阵地,是市场经济最发达、最充分的城市之一,近年来,越来越多的市场主体加入到激烈的保险竞争中来。中国人民财产保险股份有限公司深圳市分公司(以下简称中国人保财险深圳市分公司)自1979年独自在深圳开办保险以来,经历了完全垄断、寡头垄断和寡头垄断向完全市场过渡期三个阶段。随着竞争的不断加剧,中国人保财险深圳市分公司市场份额逐年下滑,由之前的100%降至目前的22%,这里不仅有市场的原因,更有自身的问题。其中,营销渠道建设存在突出问题,导致其在市场上的竞争优势逐渐减弱,并还在进一步遭受竞争对手的威胁。本文运用市场营销相关理论知识,对中国人保财险深圳市分公司营销渠道存在的问题进行分析和诊断,分别阐述了各营销渠道的优缺点及在渠道建设过程中存在的问题。同时,通过对中国人保财险深圳市分公司市场环境分析、目标市场战略分析,结合公司实际情况,对当前营销渠道建设提出了优化策略。本文研究的目的在于结合深圳财险市场的特殊情况,有针对性地对中国人保财险深圳市分公司这一传统国有控股保险公司当前面临的实际问题进行全面深刻剖析,找出问题和不足,充分发挥其自身优势,探索出适应当前深圳市场的营销渠道策略,有效促进中国人保财险深圳市分公司快速走出困境,重夺市场领先地位。同时,对其他传统财险企业也具有重要参考价值。
[Abstract]:The rapid development of China's economy has laid a solid foundation for the development of China's insurance industry. Shenzhen, as the front position of China's reform and opening up, is one of the most developed and fully developed cities in the market economy. In recent years, more and more market subjects have joined in the fierce insurance competition. China people's property Insurance Co., Ltd. Shenzhen Branch (hereinafter referred to as China PICC property Insurance Shenzhen Branch) has experienced a complete monopoly since it set up insurance in Shenzhen alone in 1979. The transition from oligopoly and oligopoly to complete market is three stages. As the competition intensifies, the market share of PICC Shenzhen branch drops year by year, from 100% before to 22% now. There are not only market reasons, but also its own problems. Among them, there are outstanding problems in the construction of marketing channel, which leads to the gradual weakening of its competitive advantage in the market, and it is further threatened by its competitors. This paper analyzes and diagnoses the problems existing in the marketing channel of PICC Shenzhen Branch by using the relevant theory knowledge of marketing, and expounds the advantages and disadvantages of each marketing channel and the problems existing in the course of channel construction. At the same time, through the analysis of the market environment, the target market strategy and the actual situation of the company, the paper puts forward the optimization strategy for the current marketing channel construction. The purpose of this paper is to analyze comprehensively and profoundly the practical problems currently faced by China PICC Shenzhen Branch, a traditional state-owned holding insurance company, in light of the special situation of Shenzhen property insurance market. To find out the problems and shortcomings, give full play to its own advantages, explore the marketing channel strategy to adapt to the current Shenzhen market, effectively promote the PICC Shenzhen branch to quickly get out of the predicament and regain the leading position in the market. At the same time, other traditional property insurance enterprises also have important reference value.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F842.3

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