本文選題：大件貨物 + 服務(wù)營(yíng)銷(xiāo)��； 參考：《北京交通大學(xué)》2013年碩士論文

【摘要】：長(zhǎng)期以來(lái),PICC長(zhǎng)期輕視大件貨物運(yùn)輸保險(xiǎn)業(yè)務(wù),重視普貨、郵包、原油、干散貨等常規(guī)貨物運(yùn)輸保險(xiǎn)業(yè)務(wù),致使該保險(xiǎn)業(yè)務(wù)的發(fā)展始終處于疲弱的狀態(tài)。究其原因,無(wú)非是該保險(xiǎn)業(yè)務(wù)貨物損失金額高,業(yè)務(wù)發(fā)展不穩(wěn)定,承保能力有限,產(chǎn)品定價(jià)難等因素所造成的影響。近年來(lái),伴隨國(guó)家基建項(xiàng)目的陸續(xù)審批,大件貨物運(yùn)輸保險(xiǎn)市場(chǎng)規(guī)模急速增長(zhǎng),創(chuàng)造了該業(yè)務(wù)發(fā)展的可能,同時(shí)常規(guī)保險(xiǎn)業(yè)務(wù)市場(chǎng)接近飽和,業(yè)務(wù)增長(zhǎng)有限,PICC迫于業(yè)務(wù)競(jìng)爭(zhēng)壓力,已越發(fā)開(kāi)始關(guān)注此類(lèi)業(yè)務(wù)。但該業(yè)務(wù)在公司市場(chǎng)營(yíng)銷(xiāo)過(guò)程中,發(fā)現(xiàn)諸多問(wèn)題,比如簡(jiǎn)單的將營(yíng)銷(xiāo)歸為“銷(xiāo)售”、“拉關(guān)系”、“走后門(mén)”；存在相當(dāng)程度的重?cái)?shù)量輕質(zhì)量、重效益輕管理現(xiàn)象；保險(xiǎn)產(chǎn)品關(guān)注外在形式缺乏創(chuàng)新；輕視服務(wù)過(guò)程管理：業(yè)務(wù)人員、服務(wù)人員短期培訓(xùn)甚至不培訓(xùn)就投身于市場(chǎng)等。為此,本文試圖通過(guò)對(duì)PICC的大件貨物運(yùn)輸保險(xiǎn)業(yè)務(wù)服務(wù)營(yíng)銷(xiāo)策略的深入研究,達(dá)到推動(dòng)該業(yè)務(wù)轉(zhuǎn)變當(dāng)前境況,實(shí)現(xiàn)迅速發(fā)展的目的。 我們將PICC服務(wù)營(yíng)銷(xiāo)中顧客期望、行為、感知與PICC的服務(wù)標(biāo)準(zhǔn)設(shè)計(jì)、運(yùn)營(yíng)、宣傳等要素聯(lián)系起來(lái),對(duì)影響大件貨物運(yùn)輸保險(xiǎn)顧客服務(wù)期望的因素、心理活動(dòng)進(jìn)行逐一分析,了解服務(wù)差距,知悉公司業(yè)務(wù)發(fā)展受限的原因,通過(guò)SWOT分析確定PICC保險(xiǎn)公司大件貨物運(yùn)輸保險(xiǎn)發(fā)展方向,在此基礎(chǔ)上提出PICC應(yīng)實(shí)施的7P服務(wù)營(yíng)銷(xiāo)策略。 本論文共六章,論文第一章論述了研究背景、目的、意義及研究方法,對(duì)論文做了總體框架設(shè)計(jì)；在此基礎(chǔ)上,論文的第二章重點(diǎn)分析了國(guó)內(nèi)、國(guó)外保險(xiǎn)營(yíng)銷(xiāo)現(xiàn)狀；接續(xù)論文在第三章對(duì)當(dāng)前大件貨物運(yùn)輸保險(xiǎn)業(yè)務(wù)宏觀、微觀、內(nèi)部環(huán)境進(jìn)行了全面系統(tǒng)的分析,通過(guò)分析挖掘了PICC公司開(kāi)展大件貨物運(yùn)輸保險(xiǎn)業(yè)務(wù)中存在的優(yōu)勢(shì)、劣勢(shì)以及面臨的外部機(jī)遇與挑戰(zhàn),確定了PICC對(duì)大件貨物運(yùn)輸保險(xiǎn)發(fā)展的戰(zhàn)略方向；在論文的第四章,運(yùn)用了服務(wù)質(zhì)量差距模型,分析PICC大件貨物運(yùn)輸保險(xiǎn)服務(wù)質(zhì)量差距；依托前面的SWOT分析結(jié)論,在論文的第五章,引入了產(chǎn)品、價(jià)格、渠道、促銷(xiāo)、人員、過(guò)程、有形展示等7P服務(wù)營(yíng)銷(xiāo)策略；最后,論文通過(guò)戰(zhàn)略的導(dǎo)引,實(shí)施了7P服務(wù)營(yíng)銷(xiāo)策略,只要科學(xué)地將價(jià)格、渠道、人員等系列決策要素實(shí)施具有指向性的整合組合決策,PICC大件貨物運(yùn)輸保險(xiǎn)業(yè)務(wù),就能夠?qū)崿F(xiàn)更好更快的發(fā)展。 本論文的研究成果有助于解決PICC大件貨物運(yùn)輸保險(xiǎn)業(yè)務(wù)存在的現(xiàn)實(shí)問(wèn)題,有助于推動(dòng)該業(yè)務(wù)步入快速發(fā)展軌道。同時(shí)為促進(jìn)我國(guó)財(cái)產(chǎn)保險(xiǎn)公司實(shí)現(xiàn)業(yè)務(wù)結(jié)構(gòu)轉(zhuǎn)型、制定精細(xì)化的服務(wù)營(yíng)銷(xiāo)策略提供了借鑒,為我國(guó)大件貨物運(yùn)輸保險(xiǎn)業(yè)的發(fā)展創(chuàng)造了更多的機(jī)會(huì)和條件。
[Abstract]:In recent years , with the rapid growth of the insurance market of bulk cargo transportation , the development of the insurance business is always in a weak state . In recent years , with the rapid growth of the insurance market with limited liability and difficulty in the pricing of the products , it is possible to find a number of problems in the marketing process of the company , such as the simple marketing of the marketing to " sales " , " pull - down " and " back door " .
a considerable amount of light weight , light weight and light management phenomenon exist ;
There is a lack of innovation in the form of insurance products ;
In this paper , we try to make a thorough research on the marketing strategy of the insurance business service for the transportation insurance business of large parts of the picc , so as to achieve the purpose of promoting the current situation of the service and realizing the rapid development .


We link the customer ' s expectation , behavior , perception with the service standard design , operation , promotion and so on in the service marketing of the company , analyze the factors that affect the customer service expectation , understand the service gap , know the reason why the company ' s business development is limited , and then put forward the 7P service marketing strategy to be implemented .


In the first chapter , the thesis discusses the background , purpose , significance and research methods of the thesis , and gives the overall framework design of the thesis .
On this basis , the second chapter focuses on the domestic and foreign insurance marketing situation .
In the third chapter , the paper analyzes the macro , micro and internal environment of the transportation insurance business of the current large goods transportation insurance business , and analyzes the advantages , disadvantages and external opportunities and challenges that are present in the transportation insurance business of the major goods in the company .
In chapter 4 of the thesis , the quality of service gap model is applied to analyze the service quality gap of the transportation insurance of the large goods transportation insurance .
Based on the previous SWOT analysis conclusion , in the fifth chapter of the paper , we introduce 7 P service marketing strategies such as product , price , channel , promotion , personnel , process , physical display and so on ;
Finally , through the guidance of the strategy , the paper implements the 7P service marketing strategy , and can realize the better and faster development by scientifically combining the price , channel , personnel and other series of decision factors into the integrated decision - making with directivity .


The research results of this paper will help to solve the real problems existing in the transportation insurance business of the large goods transportation in the central area of China , and help push the business into the fast development orbit . At the same time , to promote the transformation of our property insurance companies to realize the transformation of the business structure and to formulate the refined service marketing strategy , this paper has created more opportunities and conditions for the development of the transportation insurance industry in China .

【學(xué)位授予單位】：北京交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F274;F842.63

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