本文關(guān)鍵詞： 差異化 營(yíng)銷(xiāo)策略 農(nóng)業(yè)保險(xiǎn)　出處：《廣西師范大學(xué)》2015年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：我國(guó)保險(xiǎn)市場(chǎng)的競(jìng)爭(zhēng)日趨激烈,各家保險(xiǎn)公司在面臨同質(zhì)化競(jìng)爭(zhēng)的環(huán)境下,采取了多元化的營(yíng)銷(xiāo)策略,確保自身市場(chǎng)占有率和業(yè)績(jī)的提升。一方面諸多保險(xiǎn)公司采用了營(yíng)銷(xiāo)戰(zhàn)略與營(yíng)銷(xiāo)細(xì)節(jié)的整合,以求在營(yíng)銷(xiāo)層面的改觀上進(jìn)一步拓展市場(chǎng)；另一方面,保險(xiǎn)企業(yè)在追求銷(xiāo)售業(yè)績(jī)的同時(shí),以競(jìng)爭(zhēng)優(yōu)勢(shì)和拓展市場(chǎng)的能力,形成了差異化的營(yíng)銷(xiāo)模式。這兩種模式成為保險(xiǎn)公司市場(chǎng)競(jìng)爭(zhēng)的主要方式,特別是農(nóng)業(yè)保險(xiǎn)企業(yè),由于受到了我國(guó)“三農(nóng)政策”的影響,農(nóng)業(yè)保險(xiǎn)在近階段內(nèi)發(fā)展較快,Z保險(xiǎn)公司成立五年多來(lái),在區(qū)域內(nèi)發(fā)展勢(shì)頭良好,在專(zhuān)業(yè)化的農(nóng)業(yè)保險(xiǎn)業(yè)務(wù)方面已經(jīng)取得了一定的成績(jī)。本文從農(nóng)業(yè)保險(xiǎn)的宏觀環(huán)境、行業(yè)環(huán)境等方面分析了Z保險(xiǎn)公司的營(yíng)銷(xiāo)現(xiàn)狀,特別是在其外部因素引導(dǎo)下,如何加快該公司的產(chǎn)品創(chuàng)新,有效實(shí)施差異化營(yíng)銷(xiāo)的驅(qū)動(dòng)因素和該公司的競(jìng)爭(zhēng)優(yōu)勢(shì)方面做了闡述。單純從農(nóng)業(yè)保險(xiǎn)公司的角度而言,農(nóng)村保險(xiǎn)消費(fèi)需求正在逐步地得到培育和壯大,因此,加大對(duì)農(nóng)村市場(chǎng)的研究和投入,引起了各家保險(xiǎn)公司的重視。Z保險(xiǎn)公司作為專(zhuān)業(yè)性的農(nóng)業(yè)保險(xiǎn)企業(yè),其營(yíng)銷(xiāo)戰(zhàn)略,營(yíng)銷(xiāo)策略都適合與農(nóng)業(yè)產(chǎn)業(yè)化背景下的農(nóng)業(yè)保險(xiǎn)體系。因而,在行業(yè)競(jìng)爭(zhēng)激烈的業(yè)態(tài)下,構(gòu)建專(zhuān)業(yè)化的,差異化的營(yíng)銷(xiāo)戰(zhàn)略是農(nóng)業(yè)保險(xiǎn)企業(yè)迫在眉睫的舉措。Z保險(xiǎn)公司立足農(nóng)業(yè)保險(xiǎn)領(lǐng)域,其競(jìng)爭(zhēng)優(yōu)勢(shì)就是專(zhuān)業(yè)化,競(jìng)爭(zhēng)手段就是差異化。因此,本文以Z保險(xiǎn)公司為例證來(lái)研究保險(xiǎn)企業(yè)的差異化營(yíng)銷(xiāo)策略,具有現(xiàn)實(shí)意義和理論應(yīng)用價(jià)值。本文著重強(qiáng)調(diào)了Z保險(xiǎn)公司的專(zhuān)業(yè)化、差異化的營(yíng)銷(xiāo)優(yōu)勢(shì)特征,區(qū)別了農(nóng)業(yè)保險(xiǎn)公司和傳統(tǒng)的保險(xiǎn)公司在農(nóng)業(yè)險(xiǎn)種受理和理賠方面的特征,充分論證了Z保險(xiǎn)公司在農(nóng)業(yè)保險(xiǎn)方面的競(jìng)爭(zhēng)優(yōu)勢(shì),特點(diǎn)、和規(guī)律。本文以STP營(yíng)銷(xiāo)、差異化戰(zhàn)略理論為依據(jù),針對(duì)Z公司的實(shí)際情況,對(duì)其內(nèi)外部環(huán)境進(jìn)行了分析。結(jié)合外部因素矩陣、內(nèi)部因素矩陣內(nèi)部因素矩陣與SWOT研究分析等工具,對(duì)Z保險(xiǎn)公司進(jìn)行了差異化營(yíng)銷(xiāo)戰(zhàn)略的選擇與設(shè)計(jì)并對(duì)具體的實(shí)施策略進(jìn)行了闡述。本文運(yùn)用了定量、定性分析、數(shù)理統(tǒng)計(jì)法和比較研究法,為Z公司的決策提供了依據(jù)。本文通過(guò)運(yùn)用研究工具,分析了Z保險(xiǎn)公司的差異化營(yíng)銷(xiāo)策略在其專(zhuān)業(yè)化領(lǐng)域?qū)嵤┑目尚行?提出了農(nóng)業(yè)保險(xiǎn)各個(gè)環(huán)節(jié)的差異化營(yíng)銷(xiāo)策略的具體實(shí)現(xiàn)路徑,并設(shè)計(jì)了相關(guān)組織結(jié)構(gòu)和營(yíng)銷(xiāo)體系的方案,為Z保險(xiǎn)公司的差異化營(yíng)銷(xiāo)策略的具體實(shí)現(xiàn)提出了有益的建議。
[Abstract]:The competition in China's insurance market is becoming more and more fierce. In the face of homogeneous competition, insurance companies have adopted diversified marketing strategies. On the one hand, many insurance companies adopt the integration of marketing strategy and marketing details in order to further expand the market on the other hand, In pursuit of sales performance, insurance enterprises form a differentiated marketing model with their competitive advantage and ability to expand the market. These two models have become the main way for insurance companies to compete in the market, especially for agricultural insurance enterprises. As a result of the impact of the "three agricultural policies" in China, agricultural insurance has developed more rapidly in the past five years, and has enjoyed a good momentum of development in the region. Some achievements have been made in the specialized agricultural insurance business. This paper analyzes the marketing situation of Z insurance company from the macro environment and industry environment of agricultural insurance, especially under the guidance of its external factors. How to speed up the product innovation of the company, the driving factors of effective implementation of differentiated marketing and the competitive advantage of the company are expounded. The consumption demand of rural insurance is gradually being cultivated and strengthened. Therefore, increasing the research and investment in rural market has aroused the attention of insurance companies. Z insurance company, as a professional agricultural insurance enterprise, has its marketing strategy. Marketing strategies are suitable for the agricultural insurance system under the background of agricultural industrialization. The differentiated marketing strategy is an imminent measure of agricultural insurance enterprises. Z insurance company is based on the field of agricultural insurance, its competitive advantage is specialization, and the means of competition is differentiation. This paper takes Z Insurance Company as an example to study the differential marketing strategy of insurance enterprises, which has practical significance and theoretical application value. The characteristics of agricultural insurance company and traditional insurance company in agricultural insurance acceptance and claim settlement are distinguished, and the competitive advantages, characteristics and laws of Z insurance company in agricultural insurance are fully demonstrated. Based on the theory of differentiation strategy, this paper analyzes the internal and external environment of Z Company, combining with external factor matrix, internal factor matrix and SWOT research and analysis tools, and so on. The selection and design of differential marketing strategy for Z insurance company and the detailed implementation strategy are described. This paper applies quantitative, qualitative, mathematical statistics and comparative research methods. This paper analyzes the feasibility of the differentiation marketing strategy of Z insurance company in its specialized field by using research tools. This paper puts forward the specific realization path of the differentiated marketing strategy in every link of agricultural insurance, and designs the relevant organizational structure and marketing system, and puts forward some useful suggestions for the realization of the differential marketing strategy of Z insurance company.
【學(xué)位授予單位】：廣西師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F842.3;F274

【參考文獻(xiàn)】

相關(guān)期刊論文 前1條

1 何勇;;淺談保險(xiǎn)營(yíng)銷(xiāo)員體制改革[J];現(xiàn)代經(jīng)濟(jì)信息;2012年24期

，

本文編號(hào)：1530807