本文選題：車輛保險　切入點：營銷策略　出處：《哈爾濱工業(yè)大學》2014年碩士論文　論文類型：學位論文

【摘要】：當前，我國機動車數(shù)量增長迅猛，車輛保險市場日趨活躍。作為中國政治金融中心的北京，截至2013年，機動車保有量已經(jīng)突破了500萬大關(guān)，，龐大的車輛保險市場成為眾多保險公司競爭的重要戰(zhàn)場。近年來，由于市場競爭主體增多，網(wǎng)絡技術(shù)的發(fā)展與普及，使得北京車險市場競爭更加激烈，陽光產(chǎn)險北京分公司在車險發(fā)展上遇到了瓶頸，規(guī)模和效益始終無法突破。 本文是以作者所在的陽光財產(chǎn)保險股份有限公司北京市分公司的車險產(chǎn)品為實例，針對北京車輛保險市場的市場環(huán)境、行業(yè)狀況、車險市場競爭格局以及陽光產(chǎn)險北京分公司的車險營銷現(xiàn)行體系進行了詳細分析，提出了陽光產(chǎn)險北京分公司車險營銷存在的問題，并結(jié)合公司的優(yōu)劣勢和市場機會、風險，運用SWOT組合分析方法，確定了陽光產(chǎn)險北京分公司車險營銷發(fā)展戰(zhàn)略以及三年戰(zhàn)略目標。最后重點運用4C營銷理論制定了陽光產(chǎn)險北京分公司以客戶為導向的全新的車險營銷策略。通過細分市場，建立個人客戶和團體客戶運營體系；強力推動網(wǎng)電銷渠道建設；打造理賠服務和客戶服務體系。同時通過組織架構(gòu)改革和銷售隊伍建設的配套保障，確保車險營銷策略的有效實施。
[Abstract]:At present, the number of motor vehicles in China is growing rapidly, and the vehicle insurance market is becoming increasingly active. As a political and financial center of China, as of 2013, the number of motor vehicles in Beijing has exceeded the 5 million mark. The huge vehicle insurance market has become an important battlefield for many insurance companies to compete. In recent years, due to the increase of the main body of market competition and the development and popularization of network technology, the competition in Beijing auto insurance market has become more fierce. Sunshine property Insurance Beijing Branch encountered a bottleneck in the development of auto insurance, scale and efficiency can never break through. This paper takes the car insurance products of the Beijing branch of Sunshine property Insurance Co., Ltd. as an example, aiming at the market environment and industry conditions of the Beijing vehicle insurance market. The competition pattern of auto insurance market and the current system of auto insurance marketing of Sunshine property Insurance Beijing Branch are analyzed in detail, and the problems existing in auto insurance marketing of Sunshine property Insurance Beijing Branch are put forward, and combined with the advantages and disadvantages of the company and the market opportunities, the risks are put forward. Using SWOT combination analysis method, The development strategy and three years strategic target of auto insurance marketing of Sunshine property Insurance Beijing Branch are determined. Finally, the new customer-oriented auto insurance marketing strategy of Sunshine property Insurance Beijing Branch is formulated by using 4C marketing theory. Establish individual customer and group customer operation system; strongly promote the construction of network sales channel; create claim service and customer service system. At the same time, through organizational structure reform and sales team building, Ensure the effective implementation of auto insurance marketing strategy.
【學位授予單位】：哈爾濱工業(yè)大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F842.634

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