發(fā)布時間：2018-11-26 08:52

【摘要】：我國車險市場中,參與市場競爭的財險企業(yè)眾多,但真正能夠在車險業(yè)務(wù)中取得贏利的企業(yè)卻非常有限,超過半數(shù)的財險企業(yè)車險承保利潤為負(fù)數(shù)。市場競爭激烈。隨著車險市場的不斷發(fā)展,市場競爭逐步走向規(guī)范有序。作為財險企業(yè)主要保費來源的車險業(yè)務(wù),通過不斷創(chuàng)新營銷渠道,提升營銷部門的市場拓展水平已經(jīng)成為財險企業(yè)關(guān)注的重點問題之一。XX財險信陽支公司是XX財險下屬的三級機(jī)構(gòu),主要負(fù)責(zé)信陽區(qū)域內(nèi)的財產(chǎn)保險業(yè)務(wù)。從財產(chǎn)保險各項業(yè)務(wù)占比看,車險業(yè)務(wù)保費收入占比超九成,是信陽支公司的核心業(yè)務(wù)。做好車險營銷,對于信陽支公司而言有著十分重要的現(xiàn)實意義。 本文首先介紹了機(jī)動車輛保險的基本概念及與市場營銷中的STP、7Ps和服務(wù)營銷相關(guān)理論并對車險營銷的相關(guān)文獻(xiàn)進(jìn)行了分析。在此基礎(chǔ)上從公司基本情況、組織架構(gòu)、車險業(yè)務(wù)現(xiàn)狀、車險營銷中存在的問題等方面介紹XX財險信陽支公司營銷現(xiàn)狀。第三,通過運用PEST和SWOT等戰(zhàn)略分析工具,結(jié)合信陽支公司營銷現(xiàn)狀,對公司所處的內(nèi)、外部環(huán)境做了重點分析。研究發(fā)現(xiàn)面對復(fù)雜多變的內(nèi)、外部環(huán)境,信陽支公司在效益優(yōu)先的前提下應(yīng)細(xì)分目標(biāo)市場,不斷推進(jìn)渠道創(chuàng)新,實施差異化的競爭策略。據(jù)此,本文對XX財險信陽支公司車險業(yè)務(wù)的營銷策略展開研究。通過市場細(xì)分策略,提出信陽支公司應(yīng)重點選擇信陽城區(qū)及東部縣區(qū)“80后”年輕車主作為目標(biāo)客戶群,運用公司先進(jìn)的電話、網(wǎng)絡(luò)營銷平臺,開發(fā)個性化產(chǎn)品,樹立產(chǎn)品品牌形象,鞏固公司在信陽車險市場地位。在明確市場定位及目標(biāo)客戶群之后,本文根據(jù)7Ps理論,從產(chǎn)品、價格、渠道、促銷等方面重點分析了信陽支公司的營銷策略,并提出了相應(yīng)的保障措施。
[Abstract]:In the automobile insurance market of our country, there are many property insurance enterprises participating in the market competition, but the enterprises that can make profits in the automobile insurance business are very limited, and more than half of the property insurance enterprises have negative underwriting profits. The market is highly competitive. With the continuous development of the auto insurance market, the market competition is gradually moving towards standard and orderly. As the main source of insurance premiums for property insurance enterprises, auto insurance business, through continuous innovation marketing channels, Improving the market expansion level of the marketing department has become one of the key issues that the property insurance enterprises pay attention to. The XX property insurance Xinyang branch company is the third level organization under the XX property insurance mainly responsible for the property insurance business in Xinyang area. From the property insurance business accounts for more than 90% of the insurance premium income is the core business of Xinyang branch company. Good car insurance marketing, for Xinyang branch company has a very important practical significance. This paper first introduces the basic concept of motor vehicle insurance and the related theories of STP,7Ps and service marketing in marketing, and analyzes the related literature of auto insurance marketing. On this basis from the company's basic situation, organizational structure, car insurance business status, auto insurance marketing problems and other aspects of XX property insurance Xinyang branch company marketing situation. Third, through the use of PEST and SWOT and other strategic analysis tools, combined with the Xinyang branch company marketing situation, the company's internal and external environment is analyzed emphatically. It is found that in the face of complex internal and external environment, Xinyang branch company should subdivide the target market, promote channel innovation and implement differentiated competition strategy under the premise of priority of benefit. Based on this, this paper studies the marketing strategy of the auto insurance business of XX property Insurance Xinyang Branch Company. Through the strategy of market segmentation, the paper puts forward that Xinyang branch company should focus on selecting young car owners of "post-80s" in Xinyang city and eastern counties as the target customer group, using the company's advanced telephone and network marketing platform to develop personalized products. Establish product brand image, consolidate the company in Xinyang auto insurance market position. Based on the theory of 7Ps, this paper analyzes the marketing strategy of Xinyang branch company from the aspects of product, price, channel and promotion, and puts forward the corresponding safeguard measures.
【學(xué)位授予單位】：陜西師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F274;F842.3

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 王筍;論車險放開經(jīng)營后的競爭成本與營銷機(jī)制[J];保險研究;2003年08期

2 李有祥;張國武;;我國非壽險縱向產(chǎn)業(yè)鏈整合問題探討[J];保險研究;2010年03期

3 賴運南;;淺談車輛保險營銷模式與理念的創(chuàng)新[J];海南金融;2006年01期

4 鄭小翠;張宇探;曾娟;;我國車險營銷模式問題的探討[J];科技創(chuàng)業(yè)月刊;2007年10期

5 王洪濤;;車險的大數(shù)據(jù)營銷[J];通信世界;2013年10期

6 朱正;;日本車險市場發(fā)展之啟示[J];上海保險;2010年07期

7 白玉瑋;劉楊;;車險電話營銷渠道芻議[J];現(xiàn)代財經(jīng)(天津財經(jīng)大學(xué)學(xué)報);2010年06期

8 劉娜;論車險需要差異化經(jīng)營[J];中國保險管理干部學(xué)院學(xué)報;2003年05期

9 朱俊生;;回歸價格競爭 打破渠道壟斷——解析車險電話營銷的重要意義[J];中國保險;2008年03期

10 白玉瑋;劉楊;;影響電話營銷車險業(yè)務(wù)發(fā)展的主要因素分析[J];中國集體經(jīng)濟(jì);2008年21期

，

本文編號：2358040