發(fā)布時間：2018-05-30 13:38

  本文選題：機動車輛保險 + 營銷　； 參考：《哈爾濱理工大學》2017年碩士論文

【摘要】：中國汽車工業(yè)的快速發(fā)展給中國機動車輛保險發(fā)展帶來了前所未有的機遇和挑戰(zhàn)。與此同時,不斷加劇的市場競爭使得市場參與主體頻頻展開價格戰(zhàn),經(jīng)營主體車險盈利空間不斷縮小;同時監(jiān)管部門有序實施的商業(yè)車險條款和費率改革全面鋪開,各主體車險經(jīng)營面臨著前所未有的壓力和挑戰(zhàn)。各主體面對發(fā)展?jié)摿�巨大、挑�?zhàn)升級的保險市場,必須抓住發(fā)展良機,實施積極的營銷策略,改善企業(yè)內(nèi)部管控,提升核心競爭力。本文首先對SH公司車險業(yè)務經(jīng)營現(xiàn)狀和營銷策略現(xiàn)狀進行了分析,并通過市場調查研究SH公司車險業(yè)務營銷管理中存在的問題,問題總結歸納為四方面:產(chǎn)品結構過于單一,內(nèi)容同質化;企業(yè)直銷渠道乏力,過渡依賴中介渠道;營銷缺乏統(tǒng)一規(guī)劃造成資源投入分散,效果不佳;服務手段單一,內(nèi)容易被競爭對手模仿。結合SH公司所處內(nèi)外部環(huán)境,針對SH公司車險業(yè)務營銷管理存在的問題,本文對SH公司營銷策略制定提出了六方面建議。對承保管理、資源配置和理賠管控上實行精細化管理。健全車險產(chǎn)品體系,包括對新產(chǎn)品的開發(fā),品牌車險產(chǎn)品建設,推動汽車金融保險產(chǎn)品發(fā)展。實施精準定價策略,包括體現(xiàn)風險差異,選擇風險維度;體現(xiàn)渠道差異,區(qū)別定價;貼近市場,快速調整方案。建立多元化營銷渠道,包括電銷渠道轉型、微信平臺建設、移動客戶端建設。構建系統(tǒng)化的營銷模式,包括有效投放廣告、公關宣傳、促銷活動。除此之外,本文還提出了SH公司車險業(yè)務營銷策略實施的保障措施,即調整組織結構,強化人才培養(yǎng),強化信息技術的運用。以上一系列研究,旨在總結過去數(shù)年來,上海車險市場的運行規(guī)律,以及SH分公司在車險營銷管理方面的經(jīng)驗和教訓,提出在機動車輛保險面臨新常態(tài)下如何通過加強內(nèi)部管理,如何在產(chǎn)品、定價、渠道、服務方面進行改進等,這將是未來機動車輛保險營銷管理實現(xiàn)新突破的關鍵。
[Abstract]:The rapid development of China's automobile industry has brought unprecedented opportunities and challenges to the development of motor vehicle insurance in China. At the same time, the increasing market competition has made the market participants frequently launch price wars, and the profit space of the main body of business auto insurance has been shrinking. At the same time, the reform of commercial auto insurance clauses and rates that the regulatory authorities have carried out in an orderly manner has been carried out in a comprehensive way. Each main body car insurance management is facing unprecedented pressure and challenge. Facing the huge development potential and the challenge of the insurance market, the main body must seize the opportunity of development, implement the positive marketing strategy, improve the internal control of the enterprise, and enhance the core competitiveness. Firstly, this paper analyzes the current situation of auto insurance business and marketing strategy of SH Company, and studies the problems existing in the marketing management of auto insurance business of SH Company through market investigation. The problems are summed up in four aspects: the product structure is too single, Homogeneity of content; lack of direct marketing channels, excessive reliance on intermediary channels; lack of unified marketing planning results in scattered resources, poor results; single service means, easy to be copied by competitors. Combined with the internal and external environment of SH Company, aiming at the problems in the marketing management of SH Company's auto insurance business, this paper puts forward six suggestions on the formulation of SH company's marketing strategy. Implement fine management on underwriting management, resource allocation and claim control. Improve the auto insurance product system, including the development of new products, brand auto insurance products construction, promote the development of auto finance and insurance products. Implement the accurate pricing strategy, including reflecting the risk difference, choosing the risk dimension; embodying the channel difference, distinguishing the pricing; close to the market, adjusting the scheme quickly. Establish diversified marketing channels, including marketing channel transformation, WeChat platform construction, mobile client construction. Build a systematic marketing model, including effective advertising, public relations publicity, promotional activities. In addition, this paper also puts forward the guarantee measures for the implementation of the marketing strategy of auto insurance business in SH Company, that is, to adjust the organizational structure, strengthen the training of talents, and strengthen the application of information technology. The purpose of the above studies is to summarize the operating rules of Shanghai auto insurance market in the past few years, as well as the experiences and lessons of SH branch in auto insurance marketing management. This paper puts forward how to strengthen internal management, how to improve products, pricing, channels and services under the new normal situation of motor vehicle insurance, which will be the key to achieve a new breakthrough in marketing management of motor vehicle insurance in the future.
【學位授予單位】：哈爾濱理工大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F842.634

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本文編號：1955491