本文關鍵詞： 差異化 營銷策略 農(nóng)業(yè)保險　出處：《廣西師范大學》2015年碩士論文　論文類型：學位論文

【摘要】：我國保險市場的競爭日趨激烈,各家保險公司在面臨同質(zhì)化競爭的環(huán)境下,采取了多元化的營銷策略,確保自身市場占有率和業(yè)績的提升。一方面諸多保險公司采用了營銷戰(zhàn)略與營銷細節(jié)的整合,以求在營銷層面的改觀上進一步拓展市場；另一方面,保險企業(yè)在追求銷售業(yè)績的同時,以競爭優(yōu)勢和拓展市場的能力,形成了差異化的營銷模式。這兩種模式成為保險公司市場競爭的主要方式,特別是農(nóng)業(yè)保險企業(yè),由于受到了我國“三農(nóng)政策”的影響,農(nóng)業(yè)保險在近階段內(nèi)發(fā)展較快,Z保險公司成立五年多來,在區(qū)域內(nèi)發(fā)展勢頭良好,在專業(yè)化的農(nóng)業(yè)保險業(yè)務方面已經(jīng)取得了一定的成績。本文從農(nóng)業(yè)保險的宏觀環(huán)境、行業(yè)環(huán)境等方面分析了Z保險公司的營銷現(xiàn)狀,特別是在其外部因素引導下,如何加快該公司的產(chǎn)品創(chuàng)新,有效實施差異化營銷的驅(qū)動因素和該公司的競爭優(yōu)勢方面做了闡述。單純從農(nóng)業(yè)保險公司的角度而言,農(nóng)村保險消費需求正在逐步地得到培育和壯大,因此,加大對農(nóng)村市場的研究和投入,引起了各家保險公司的重視。Z保險公司作為專業(yè)性的農(nóng)業(yè)保險企業(yè),其營銷戰(zhàn)略,營銷策略都適合與農(nóng)業(yè)產(chǎn)業(yè)化背景下的農(nóng)業(yè)保險體系。因而,在行業(yè)競爭激烈的業(yè)態(tài)下,構建專業(yè)化的,差異化的營銷戰(zhàn)略是農(nóng)業(yè)保險企業(yè)迫在眉睫的舉措。Z保險公司立足農(nóng)業(yè)保險領域,其競爭優(yōu)勢就是專業(yè)化,競爭手段就是差異化。因此,本文以Z保險公司為例證來研究保險企業(yè)的差異化營銷策略,具有現(xiàn)實意義和理論應用價值。本文著重強調(diào)了Z保險公司的專業(yè)化、差異化的營銷優(yōu)勢特征,區(qū)別了農(nóng)業(yè)保險公司和傳統(tǒng)的保險公司在農(nóng)業(yè)險種受理和理賠方面的特征,充分論證了Z保險公司在農(nóng)業(yè)保險方面的競爭優(yōu)勢,特點、和規(guī)律。本文以STP營銷、差異化戰(zhàn)略理論為依據(jù),針對Z公司的實際情況,對其內(nèi)外部環(huán)境進行了分析。結合外部因素矩陣、內(nèi)部因素矩陣內(nèi)部因素矩陣與SWOT研究分析等工具,對Z保險公司進行了差異化營銷戰(zhàn)略的選擇與設計并對具體的實施策略進行了闡述。本文運用了定量、定性分析、數(shù)理統(tǒng)計法和比較研究法,為Z公司的決策提供了依據(jù)。本文通過運用研究工具,分析了Z保險公司的差異化營銷策略在其專業(yè)化領域?qū)嵤┑目尚行?提出了農(nóng)業(yè)保險各個環(huán)節(jié)的差異化營銷策略的具體實現(xiàn)路徑,并設計了相關組織結構和營銷體系的方案,為Z保險公司的差異化營銷策略的具體實現(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.
【學位授予單位】：廣西師范大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F842.3;F274

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相關期刊論文 前1條

1 何勇;;淺談保險營銷員體制改革[J];現(xiàn)代經(jīng)濟信息;2012年24期

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本文編號：1530807