中国太平洋财产保险股份有限公司深圳分公司市场营销策略研究

发布时间：2018-01-15 11:46

本文关键词：中国太平洋财产保险股份有限公司深圳分公司市场营销策略研究　出处：《长沙理工大学》2011年硕士论文　论文类型：学位论文

【摘要】：经过近20年的快速发展,太平洋产险深圳分公司已经初步建立了较为完整的市场营销体系,但仍存在一些不容忽视的问题,如市场定位不够明确,营销理念落后;营销渠道单一,促销手段效率低下等。因此,不断创新和拓展保险营销理念,构建吻合太平洋产险深圳分公司实际的市场营销策略,确保公司在深圳产险业中的优势地位,已成为该公司持续发展中的一个重要课题。深圳国民经济的持续快速发展与日趋完善的保险法律法规和产业政策,为产险业的发展提供了坚实的经济基础与制度保障,太平洋产险深圳分公司具有较大的市场机会。同时,由于深圳在中国经济改革与发展中的特殊地位与作用,产险市场的供给主体将会逐渐增多,深圳分公司将面临更加激烈的市场竞争,公司产品设计、市场营销、售后服务等将面临挑战。基于太平洋产险深圳分公司的产品、品牌、服务网络等方面的竞争实力与市场知名度,公司应确定和实施平安产险“挑战者”的竞争策略;同时,根据深圳分公司原有客户结构与竞争优势,在市场定位上以个人、中小型私营企业和政府部门等重点客户群。基于4P_S、4C_S和4R_S营销理论的主要观点,太平洋产险深圳分公司应构建以“顾客为导向”的整合营销策略:(1)基于市场需求的动态变化,实施产品创新策略;实施产品组合策略,不断延伸出新的产品;(2)根据顾客、地域和险种等的不同,制定和实施差异性价格策略。(3)进一步完善以直接渠道为主,中间渠道(保险代理人和保险经纪人)为辅的营销渠道模式;创新保险销售模式,推动保险直复营销的运用与发展。(4)构建人员推销、广告、公共关系和营业推广“四位一体”的促销体系,有效提供保险信息和引导、激发保险消费。(5)树立服务至上的理念,实施规范服务标准化管理;加强售后服务与提高理赔质量,提高公司市场声誉。为确保上述营销策略框架的实施,太平洋产险深圳分公司应构建与之相应的保障措施,如如建立快速应变机制、重组公司业务流程与组织架构、组建高素质的营销队伍、完善人力资源管理体系等。
[Abstract]:After nearly 20 years of rapid development, Pacific property Insurance Shenzhen Branch has initially established a relatively complete marketing system, but there are still some problems that can not be ignored, such as market positioning is not clear enough. Backward marketing concept; The marketing channel is single, the promotion means is inefficient and so on. Therefore, continuously innovates and expands the insurance marketing idea, constructs conforms to the Pacific property insurance Shenzhen branch actual marketing strategy. To ensure the advantage of the company in Shenzhen property insurance industry has become an important issue in the sustainable development of the company. The sustained and rapid development of Shenzhen's national economy and the increasingly perfect insurance laws, regulations and industrial policies provide a solid economic base and institutional guarantee for the development of the property insurance industry. At the same time, due to the special position and role of Shenzhen in China's economic reform and development, the supply of the property insurance market will gradually increase. Shenzhen Branch will face more fierce market competition, company product design, marketing, after-sales service and so on will face challenges. Based on Pacific property Insurance Shenzhen Branch products, brands. Service network and other aspects of the competitive strength and market awareness, the company should determine and implement Ping an property insurance "challenger" competition strategy; At the same time, according to the original customer structure and competitive advantage of Shenzhen Branch, the market positioning is focused on individuals, small and medium-sized private enterprises, government departments and other key customer groups. Based on the main points of view of 4PSP s and 4RS marketing theory. Pacific property Insurance Shenzhen Branch should build a "customer-oriented" integrated marketing strategy: 1) based on the dynamic changes of market demand, implement product innovation strategy; Implement product combination strategy and extend new products constantly; Second, according to the customers, regions and different types of insurance, the formulation and implementation of differential pricing strategy. 3) to further improve the direct channels. Middle channel (insurance agent and insurance broker) as supplementary marketing channel mode; Innovation insurance sales model, promote the use and development of direct insurance marketing. 4) build a personnel marketing, advertising, public relations and business promotion "four-in-one" promotion system, effectively provide insurance information and guidance. Stimulate insurance consumption. 5) set up the concept of service first, implement standardized service management; Strengthen after-sales service and improve the quality of claims, improve the company's reputation in the market. In order to ensure the implementation of the above marketing strategy framework, Pacific property Insurance Shenzhen Branch should build corresponding safeguards, such as the establishment of a rapid response mechanism, reorganization of the company's business processes and organizational structure. Set up high-quality marketing team, perfect human resource management system and so on.
【学位授予单位】：长沙理工大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F842

【引证文献】