本文選題：平安產(chǎn)險深圳分公司　切入點：私家車險　出處：《中南大學》2013年碩士論文　論文類型：學位論文

【摘要】：平安產(chǎn)險深圳分公司經(jīng)過20多年的持續(xù)快速發(fā)展,在車險業(yè)務開拓上,雖然已經(jīng)構(gòu)建了比較完整的市場營銷體系,但是仍然在價格競爭激烈、客戶資源流失、服務標準迅速被復制超越等方面存在問題。因此,為確保公司在深圳產(chǎn)險業(yè)市場的優(yōu)勢地位,實現(xiàn)公司的可持續(xù)發(fā)展,就必須不斷創(chuàng)新和應用國內(nèi)外保險營銷理念,調(diào)整優(yōu)化平安產(chǎn)險深圳分公司市場營銷策略。 本文首先描述了平安產(chǎn)險深圳分公司私家車險的發(fā)展現(xiàn)狀,包括公司簡介、營銷機構(gòu)設(shè)置、營銷人員管理、保費規(guī)模等,并對私家車險營銷外部環(huán)境、內(nèi)部條件運用SWOT法進行分析,審視了公司私家車險發(fā)展面臨的機會與挑戰(zhàn),競爭中具備的優(yōu)勢與劣勢。其次闡述了公司現(xiàn)行營銷策略,并結(jié)合客戶滿意度問卷調(diào)查分析了現(xiàn)行策略(產(chǎn)品及定價同質(zhì)化、渠道專屬化、促銷活動分散授權(quán)、服務高標準建立)帶來的新需求無法滿足、資源流失等問題及其產(chǎn)生的原因。然后針對問題從私家車險產(chǎn)品及定價、渠道、促銷、服務方面提出旨在提高客戶滿意度的具體優(yōu)化策略,確保市場優(yōu)勢地位。最后為保障營銷優(yōu)化策略的實施,應配備與之相應的措施,即優(yōu)化組織架構(gòu)調(diào)整部門職能、加強人力資源建設(shè)、樹立服務意識、完善激勵機制。 本案例通過對于平安產(chǎn)險深圳分公司車輛保險營銷策略的研究和總結(jié),對整個私家車輛保險行業(yè)起到良好的借鑒作用,有利于促進私家車輛保險市場又快又好的健康發(fā)展。
[Abstract]:Ping an property Insurance Shenzhen Branch has been developing continuously and rapidly for more than 20 years. In the development of auto insurance business, although it has already constructed a relatively complete marketing system, it is still in the fierce price competition and the loss of customer resources. Therefore, in order to ensure the company's dominant position in the Shenzhen property insurance market and realize the sustainable development of the company, it is necessary to continuously innovate and apply the domestic and foreign insurance marketing concepts. Adjust and optimize the marketing strategy of Ping an property Insurance Shenzhen Branch. This paper first describes the current situation of private car insurance in Ping an property Insurance Shenzhen Branch, including company profile, marketing organization setup, marketing personnel management, premium scale, and so on, and analyzes the external environment of private car insurance marketing. The internal conditions are analyzed by SWOT method, and the opportunities and challenges faced by the private car insurance development, the advantages and disadvantages in the competition are examined. Secondly, the current marketing strategy of the company is expounded. Combined with customer satisfaction questionnaire survey, the paper analyzes the new demand brought by current strategies (product and pricing homogeneity, channel specialization, decentralized authorization of promotional activities, establishment of high service standards). From the aspects of private car insurance products and pricing, channels, sales promotion, service, and put forward specific optimization strategies aimed at improving customer satisfaction. Finally, in order to ensure the implementation of the marketing optimization strategy, the corresponding measures should be provided, that is, optimizing the organizational structure and adjusting the functions of the department, strengthening the construction of human resources, establishing service consciousness and perfecting the incentive mechanism. Through the research and summary of the vehicle insurance marketing strategy of Ping an property Insurance Shenzhen Branch, this case has a good reference role for the whole private car insurance industry, and is conducive to promoting the rapid and healthy development of the private car insurance market.
【學位授予單位】：中南大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F842.3

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