發(fā)布時(shí)間：2018-03-20 14:17

  本文選題：車輛保險(xiǎn)　切入點(diǎn)：營(yíng)銷策略　出處：《哈爾濱工業(yè)大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：當(dāng)前，我國(guó)機(jī)動(dòng)車數(shù)量增長(zhǎng)迅猛，車輛保險(xiǎn)市場(chǎng)日趨活躍。作為中國(guó)政治金融中心的北京，截至2013年，機(jī)動(dòng)車保有量已經(jīng)突破了500萬(wàn)大關(guān)，，龐大的車輛保險(xiǎn)市場(chǎng)成為眾多保險(xiǎn)公司競(jìng)爭(zhēng)的重要戰(zhàn)場(chǎng)。近年來，由于市場(chǎng)競(jìng)爭(zhēng)主體增多，網(wǎng)絡(luò)技術(shù)的發(fā)展與普及，使得北京車險(xiǎn)市場(chǎng)競(jìng)爭(zhēng)更加激烈，陽(yáng)光產(chǎn)險(xiǎn)北京分公司在車險(xiǎn)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(yáng)光財(cái)產(chǎn)保險(xiǎn)股份有限公司北京市分公司的車險(xiǎn)產(chǎn)品為實(shí)例，針對(duì)北京車輛保險(xiǎn)市場(chǎng)的市場(chǎng)環(huán)境、行業(yè)狀況、車險(xiǎn)市場(chǎng)競(jìng)爭(zhēng)格局以及陽(yáng)光產(chǎn)險(xiǎn)北京分公司的車險(xiǎn)營(yíng)銷現(xiàn)行體系進(jìn)行了詳細(xì)分析，提出了陽(yáng)光產(chǎn)險(xiǎn)北京分公司車險(xiǎn)營(yíng)銷存在的問題，并結(jié)合公司的優(yōu)劣勢(shì)和市場(chǎng)機(jī)會(huì)、風(fēng)險(xiǎn)，運(yùn)用SWOT組合分析方法，確定了陽(yáng)光產(chǎn)險(xiǎn)北京分公司車險(xiǎn)營(yíng)銷發(fā)展戰(zhàn)略以及三年戰(zhàn)略目標(biāo)。最后重點(diǎn)運(yùn)用4C營(yíng)銷理論制定了陽(yáng)光產(chǎn)險(xiǎn)北京分公司以客戶為導(dǎo)向的全新的車險(xiǎn)營(yíng)銷策略。通過細(xì)分市場(chǎng)，建立個(gè)人客戶和團(tuán)體客戶運(yùn)營(yíng)體系；強(qiáng)力推動(dòng)網(wǎng)電銷渠道建設(shè)；打造理賠服務(wù)和客戶服務(wù)體系。同時(shí)通過組織架構(gòu)改革和銷售隊(duì)伍建設(shè)的配套保障，確保車險(xiǎn)營(yíng)銷策略的有效實(shí)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(xué)位授予單位】：哈爾濱工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F842.634

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