本文選題：車輛保險 + SWOT分析營銷策略　； 參考：《西安理工大學》2017年碩士論文

【摘要】：伴隨著咸陽經(jīng)濟的快速發(fā)展,消費者對車輛的需求和風險意識也在逐漸增強,對車險產(chǎn)品的要求也越來越高,車險行業(yè)內(nèi)的競爭愈演愈烈主要是由于新型渠道對傳統(tǒng)營銷渠道的劇烈沖擊和全國集團化大型財險公司進駐陜西帶來的競爭壓力。ZH保險咸陽中支公司近年來出現(xiàn)了市場占有率下滑、賠付率升高、利潤率下降眾多問題。因此,必須提高核心競爭力,改變原有營銷觀念,逐步完善公司的營銷體系,利用互聯(lián)網(wǎng)技術發(fā)掘潛在客戶,制定恰當?shù)臓I銷方法和高效的信息網(wǎng)絡鞏固客戶黏性,借助總公司的品牌影響力提高公司在消費群體的知名度,開拓更為豐富的組合產(chǎn)品贏得消費者的持續(xù)關注,為公司今后的發(fā)展奠定堅實的基礎。本文以ZH保險咸陽中支公司為研究對象,調(diào)查了當前公司的營銷狀況,從內(nèi)外兩方面分析公司在營銷策略方面所存在的主要問題,借助與SWOT法明確了公司今后的營銷策略。圍繞ZH保險咸陽中支公司當前所推出的車險產(chǎn)品,提出了公司的營銷目標,從產(chǎn)品、渠道、價格、促銷四個方面制定了新的營銷策略:產(chǎn)品方面,進行多元化的產(chǎn)品組合,對現(xiàn)有車險產(chǎn)品結合市場需求變動進行調(diào)整,利用差異化服務獲取客戶忠誠度;渠道方面,增強傳統(tǒng)渠道,例如車商、電銷的管理,同時利用先進技術拓展網(wǎng)銷渠道;價格方面,通過客戶和車型還有產(chǎn)品的上架銷售模式三大因素進行細分制定差異化價格,將會對目標市場更具針對性;促銷方面,結合當前的市場環(huán)境,主要通過公共關系、廣告宣傳和營業(yè)推廣三方面進行公司的品牌宣傳和影響力渲染。論文研究成果對提升ZH保險咸陽中支公司營銷水平,促進ZH保險咸陽中支公司的競爭力具有一定的應用價值,對其他類似公司營銷策略的制定也有一定的參考意義。
[Abstract]:With the rapid development of Xianyang economy, consumers' demand for vehicles and their awareness of risks are also gradually increasing, and the requirements for auto insurance products are becoming more and more high. The fierce competition in the auto insurance industry is mainly due to the fierce impact of the new channels on the traditional marketing channels and the competitive pressure brought by the presence of large national property insurance companies in Shaanxi. ZH Insurance Xianyang Central Branch Company has emerged in recent years. The market share has declined. The compensation rate rises, the profit margin drops numerous problems. Therefore, we must improve the core competitiveness, change the original marketing concept, gradually improve the company's marketing system, use Internet technology to explore potential customers, develop appropriate marketing methods and efficient information network to consolidate customer stickiness. With the help of the brand influence of the head office to improve the company's popularity in the consumer group, to develop a richer combination of products to win the continued concern of consumers, for the company's future development to lay a solid foundation. Taking the ZH insurance Xianyang Central Branch Company as the research object, this paper investigates the current marketing situation of the company, analyzes the main problems existing in the marketing strategy of the company from both inside and outside, and clarifies the company's marketing strategy in the future with the help of the method of SWOT. Focusing on the car insurance products currently introduced by ZH Insurance Xianyang Central Branch Company, this paper puts forward the company's marketing objectives, and formulates new marketing strategies from four aspects: product, channel, price and promotion: product aspect, diversified product mix, Adjust the existing auto insurance products in combination with market demand change, use differentiated services to obtain customer loyalty, enhance the management of traditional channels, such as car dealers, electric sales, and use advanced technology to expand the network marketing channels, in the aspect of channels, strengthen the management of traditional channels, such as car dealers, electric sales, and use advanced technology to expand the network marketing channels. In terms of price, the differential pricing will be more targeted to the target market by subdividing the three major factors of customers, models and the on-shelf sales model of the products. In terms of promotion, combining with the current market environment, mainly through public relations, Advertising and business promotion of the company's three aspects of brand publicity and impact rendering. The research results of this paper have certain application value to improve the marketing level of ZH insurance Xianyang Zhongzhi Company and promote the competitiveness of ZH Insurance Xianyang Central Branch Company, and also have certain reference significance to the formulation of other similar company's marketing strategy.
【學位授予單位】：西安理工大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F842.634;F274

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