本文選題：車險改革 + 車險市場化�。� 參考：《對外經(jīng)濟(jì)貿(mào)易大學(xué)》2017年碩士論文

【摘要】：近年來隨著經(jīng)濟(jì)的發(fā)展人們生活水平的提高,我國私家車的數(shù)量大幅上升,車險在保險行業(yè)中的地位也變得越來越重要,傳統(tǒng)的車險模式已經(jīng)不能適應(yīng)當(dāng)前的車險市場,車險改革在所難免。本文以我國剛開啟改革步伐的商業(yè)車險市場化為背景,以太平洋保險北京分公司機(jī)動車輛保險營銷策略為研究對象,通過對目前的營銷策略進(jìn)行分析,提出在改革背景下太平洋保險北京分公司機(jī)動車輛保險營銷策略。全文主要包括七部分,具體內(nèi)容如下:第一部分為緒論,主要包括文章的研究背景以及研究意義與研究目的,相關(guān)的文獻(xiàn)綜述與研究方法,文章的創(chuàng)新點和不足之處。第二部分是車輛保險和營銷策略的相關(guān)理論基礎(chǔ),筆者主要闡述了車輛保險的市場化營銷方式以及車輛保險的價格是如何制定的。第三部分筆者著重對車輛保險市場改革的過程和改革的具體內(nèi)容進(jìn)行了深入細(xì)致的分析。第四部分探討了車險改革下對車險營銷產(chǎn)生的影響,具體為車險改革對車險產(chǎn)生的影響,包括對對車險費(fèi)率體系的影響,對在車險市場上利益相關(guān)者的影響,對購買車險的市場消費(fèi)群體的有關(guān)影響與對車險市場監(jiān)管所產(chǎn)生的影響;并在車險改革對車險營銷影響因素分析的基礎(chǔ)上提出了一些建設(shè)性的意見。第五部分筆者主要系統(tǒng)的分析了太平洋保險公司北京分公司在車險改革的過程中,進(jìn)行相關(guān)的車險營銷活動所出現(xiàn)的諸多問題。第六部分筆者則立足我國現(xiàn)階段車險改革的大背景,針對太平洋保險北京分公司車險營銷策略如何調(diào)整提出了有關(guān)的意見和建議。第七部分為結(jié)論與對未來車險市場的展望。
[Abstract]:In recent years, with the development of economy, the number of private cars in China has increased dramatically, and the status of auto insurance has become more and more important in the insurance industry. The traditional auto insurance model has been unable to adapt to the current auto insurance market. Car insurance reform is inevitable. This paper takes the marketization of commercial automobile insurance, which has just begun the reform in China, as the background, and takes the marketing strategy of the motor vehicle insurance of Pacific Insurance Beijing Branch as the research object, through the analysis of the current marketing strategy. Under the background of reform, the marketing strategy of motor vehicle insurance of Pacific Insurance Beijing Branch is put forward. The paper includes seven parts: the first part is the introduction, including the research background, research significance and purpose, relevant literature review and research methods, innovation and shortcomings of the article. The second part is the theoretical basis of vehicle insurance and marketing strategy. The author mainly expounds the market-oriented marketing mode of vehicle insurance and how to formulate the price of vehicle insurance. The third part focuses on the reform of the vehicle insurance market and the specific content of the in-depth and detailed analysis. The fourth part discusses the impact of auto insurance reform on auto insurance marketing, including the impact on auto insurance rate system, the impact on stakeholders in the auto insurance market. On the basis of the analysis of the influence factors of auto insurance reform on auto insurance marketing, some constructive suggestions are put forward. In the fifth part, the author systematically analyzes many problems in the process of auto insurance reform of Pacific Insurance Company Beijing. In the sixth part, based on the background of auto insurance reform in China, the author puts forward some suggestions and suggestions on how to adjust the auto insurance marketing strategy of Pacific Insurance Beijing Branch. The seventh part is the conclusion and the prospect of the future auto insurance market.
【學(xué)位授予單位】：對外經(jīng)濟(jì)貿(mào)易大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F842.634
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本文編號：2055833