本文選題：家庭財(cái)產(chǎn)保險(xiǎn)　切入點(diǎn)：保險(xiǎn)營(yíng)銷　出處：《南京理工大學(xué)》2013年碩士論文

【摘要】：近年來(lái),泰州市保險(xiǎn)市場(chǎng)發(fā)展迅速,保險(xiǎn)公司相繼在泰州設(shè)立保險(xiǎn)分支機(jī)構(gòu),同行業(yè)間競(jìng)爭(zhēng)日益加劇。在這樣的市場(chǎng)環(huán)境下,H財(cái)產(chǎn)保險(xiǎn)公司泰州中心支公司(以下簡(jiǎn)稱泰州H保險(xiǎn)公司)必須緊緊依靠現(xiàn)有的各方面優(yōu)勢(shì)來(lái)大力拓展具有較大效益的險(xiǎn)種。家庭財(cái)產(chǎn)保險(xiǎn)具有保源廣、費(fèi)率低等特點(diǎn),是效益型險(xiǎn)種。與事實(shí)相反的是,現(xiàn)階段,泰州保險(xiǎn)市場(chǎng)上家庭財(cái)產(chǎn)保險(xiǎn)的保險(xiǎn)份額占比很小,保險(xiǎn)份額占比有逐漸縮小的趨勢(shì),這與泰州市近年來(lái)人民與日俱增的家庭財(cái)產(chǎn)形成了較大的不同步。近年來(lái)泰州H保險(xiǎn)公司一直在思考家庭財(cái)產(chǎn)保險(xiǎn)規(guī)模減小的原因,正在極力地思考制定何種有效的家庭財(cái)產(chǎn)保險(xiǎn)營(yíng)銷策略,來(lái)加速家庭財(cái)產(chǎn)保險(xiǎn)的快速發(fā)展,以達(dá)到一定的非車險(xiǎn)占比。 本文以泰州H保險(xiǎn)公司家財(cái)險(xiǎn)為研究對(duì)象,以家財(cái)險(xiǎn)營(yíng)銷中存在的問(wèn)題為切入點(diǎn),選擇SWOT工具對(duì)家財(cái)險(xiǎn)保險(xiǎn)營(yíng)銷進(jìn)行分析,從泰州市保險(xiǎn)市場(chǎng)實(shí)際出發(fā),確定了相應(yīng)目標(biāo)市場(chǎng),在7Ps等相關(guān)理論的指導(dǎo)下,提出了泰州H保險(xiǎn)公司在家財(cái)險(xiǎn)業(yè)務(wù)領(lǐng)域應(yīng)采取的營(yíng)銷策略,其內(nèi)容包括產(chǎn)品策略,價(jià)格策略,渠道策略,促銷策略,人員策略,有形展示策略,過(guò)程管理策略等。以促進(jìn)泰州H保險(xiǎn)公司家財(cái)險(xiǎn)業(yè)務(wù)的平穩(wěn)發(fā)展,從而占領(lǐng)穩(wěn)定的市場(chǎng)份額,同時(shí),也為泰州H保險(xiǎn)公司的其他保險(xiǎn)產(chǎn)品的營(yíng)銷奠定了基礎(chǔ)。
[Abstract]:In recent years, the insurance market in Taizhou has developed rapidly. Insurance companies have set up insurance branches in Taizhou one after another. In such a market environment, the property insurance company Taizhou central branch (hereinafter referred to as Taizhou H insurance company) must rely on the existing advantages to expand greatly. Family property insurance has a wide range of sources, The low rates are characterized by beneficial types of insurance. Contrary to the facts, at this stage, the share of household property insurance in the Taizhou insurance market is very small, and the proportion of insurance shares is gradually decreasing. This is out of step with the increasing number of household property in Taizhou in recent years. In recent years, Taizhou H Insurance Company has been thinking about the reasons for the decrease in the scale of family property insurance. In order to accelerate the rapid development of family property insurance and achieve a certain proportion of non-auto insurance, we are trying our best to formulate what kind of effective family property insurance marketing strategy to speed up the rapid development of family property insurance. This paper takes the family property insurance of Taizhou H insurance company as the research object, taking the problems existing in the family property insurance marketing as the breakthrough point, choosing the SWOT tool to analyze the family property insurance insurance marketing, starting from the actual situation of Taizhou insurance market. Under the guidance of 7Ps and other relevant theories, this paper puts forward the marketing strategies that should be adopted by Taizhou H Insurance Company in the field of household property insurance business, including product strategy, price strategy, channel strategy, promotion strategy, etc. Personnel strategy, visible display strategy, process management strategy, etc., to promote the stable development of the family property insurance business of Taizhou H Insurance Company, thus occupying a stable market share, at the same time, It also laid the foundation for the marketing of other insurance products of Taizhou H Insurance Company.
【學(xué)位授予單位】：南京理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F842.3

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