發(fā)布時(shí)間：2018-05-27 03:21

  本文選題：人保財(cái)河南分公司 + 營(yíng)銷(xiāo)策略問(wèn)題��； 參考：《鄭州大學(xué)》2015年碩士論文

【摘要】：近年來(lái),中國(guó)人保財(cái)險(xiǎn)河南分公司的市場(chǎng)份額及保費(fèi)增長(zhǎng)率持續(xù)下降,市場(chǎng)占有率已于2014年下降至27%,保費(fèi)同比增長(zhǎng)僅為1.8%。在研究分析中發(fā)現(xiàn),市場(chǎng)占有率及保費(fèi)增長(zhǎng)率的不斷下降受人保財(cái)險(xiǎn)分公司現(xiàn)行的營(yíng)銷(xiāo)策略的影響較大。因此,對(duì)人保財(cái)險(xiǎn)河南分公司營(yíng)銷(xiāo)策略進(jìn)行研究就具有重要的現(xiàn)實(shí)意義。論文的主體分為三個(gè)部分。第一部分首先介紹了人保財(cái)險(xiǎn)公司概況,然后對(duì)人保財(cái)河南分公司營(yíng)銷(xiāo)環(huán)境進(jìn)行分析,分別對(duì)人保財(cái)河南分公司所處的宏觀、中觀、微觀環(huán)境進(jìn)行分析,本章最后一節(jié)對(duì)公司進(jìn)行SW0T分析,找出人保財(cái)?shù)膬?yōu)、劣勢(shì)以及公司發(fā)展中存在的機(jī)遇及挑戰(zhàn)；第二部分通過(guò)對(duì)營(yíng)銷(xiāo)策略現(xiàn)狀的描述及分析,進(jìn)而發(fā)現(xiàn)人保財(cái)險(xiǎn)河南分公司營(yíng)銷(xiāo)策略中存在的一些問(wèn)題,在產(chǎn)品、價(jià)格、渠道、促銷(xiāo)及服務(wù)等營(yíng)銷(xiāo)策略上均存在有不同程度的問(wèn)題。不可否認(rèn),這一系列的營(yíng)銷(xiāo)策略問(wèn)題對(duì)公司市場(chǎng)占有率的不斷下降負(fù)有不可推卸的責(zé)任,最后對(duì)公司現(xiàn)行營(yíng)銷(xiāo)策略問(wèn)題出現(xiàn)的原因加以剖析,分別從內(nèi)外部原因進(jìn)行分析,主要體現(xiàn)在外部監(jiān)管缺失、產(chǎn)品同質(zhì)化嚴(yán)重、市場(chǎng)定位不準(zhǔn)確、培訓(xùn)不足、價(jià)格制定不合理等方面,導(dǎo)致中國(guó)人保河南分公司一系列營(yíng)銷(xiāo)問(wèn)題的產(chǎn)生與蔓延。其中第三部分的營(yíng)銷(xiāo)策略?xún)?yōu)化研究是本文的核心內(nèi)容,分別從產(chǎn)品、價(jià)格、渠道、促銷(xiāo)、服務(wù)等營(yíng)銷(xiāo)策略上進(jìn)行優(yōu)化,提出合理化策略,最后提出內(nèi)部營(yíng)銷(xiāo)及集團(tuán)化營(yíng)銷(xiāo)。對(duì)現(xiàn)有的營(yíng)銷(xiāo)策略進(jìn)行優(yōu)化實(shí)施,必然可以在很大程度上提高人保財(cái)險(xiǎn)的市場(chǎng)競(jìng)爭(zhēng)力,為市場(chǎng)份額的回升提供助力。但由于內(nèi)外部環(huán)境的各種阻力及壓力,論文第三部分優(yōu)化后的營(yíng)銷(xiāo)策略也不可能全部解決人保財(cái)險(xiǎn)河南分公司現(xiàn)存營(yíng)銷(xiāo)問(wèn)題,優(yōu)化后營(yíng)銷(xiāo)策略的執(zhí)行效率與執(zhí)行效果很可能事倍功半。因此在執(zhí)行過(guò)程中,人保財(cái)險(xiǎn)河南分公司的管理者一定要有思想預(yù)期,只有克服內(nèi)外部各種因素的影響,使之慢慢消化融入現(xiàn)有的營(yíng)銷(xiāo)策略中,必將在一定程度上影響到公司未來(lái)的發(fā)展。
[Abstract]:In recent years, PICC Henan Branch's market share and premium growth rate has continued to decline, the market share has fallen to 27% in 2014, the premium growth rate is only 1.8%. In the research and analysis, it is found that the decreasing market share and premium growth rate are greatly influenced by PICC's current marketing strategy. Therefore, it is of great practical significance to study the marketing strategy of PICC Henan Branch. The main body of the thesis is divided into three parts. The first part introduces the general situation of PICC property insurance company, and then analyzes the marketing environment of PICC Henan Branch, and analyzes the macro, meso and micro environment of PICC Henan Branch respectively. In the last section of this chapter, SW0T analysis is carried out to find out the advantages and disadvantages of PICC as well as the opportunities and challenges in the development of the company. The second part describes and analyzes the current situation of marketing strategy. Then we find that there are some problems in the marketing strategy of PICC Henan Branch, such as product, price, channel, promotion and service. Undeniably, this series of marketing strategy problems bear the unshirkable responsibility for the continuous decline of the company's market share. Finally, the causes of the company's current marketing strategy problems are analyzed, respectively from the internal and external reasons. Mainly reflected in the lack of external supervision, serious product homogenization, inaccurate market positioning, inadequate training, unreasonable pricing, etc., which led to the emergence and spread of a series of marketing problems in Henan branch of PICC. The third part of the marketing strategy optimization research is the core content of this paper, respectively from the product, price, channel, promotion, service and other marketing strategy optimization, put forward the rationalization strategy, and finally put forward the internal marketing and group marketing. The optimization and implementation of the existing marketing strategies will certainly improve the market competitiveness of PICC to a great extent and provide assistance for the recovery of market share. However, due to various internal and external environment resistance and pressure, the third part of the optimization of the marketing strategy can not fully solve the PICC property insurance Henan branch of the existing marketing problems, The execution efficiency and effect of the optimized marketing strategy are likely to be doubled with half the result. Therefore, in the process of implementation, the managers of PICC Henan Branch must have an ideological expectation. Only by overcoming the influence of various internal and external factors, can they slowly digest and integrate into the existing marketing strategy. It will affect the future development of the company to a certain extent.
【學(xué)位授予單位】：鄭州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F274;F842.3

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本文編號(hào)：1940204