本文選題：財產(chǎn)保險 + 營銷策略　； 參考：《西南交通大學》2013年碩士論文

【摘要】：隨著中國經(jīng)濟水平的提高,保險的重要性也逐步被社會公眾所認識,社會對保險的需求日益加強,我國保險市場存在著較大的發(fā)展?jié)摿�。但是我國保險業(yè)與發(fā)達國家相比,仍處于一個初級發(fā)展階段,從業(yè)人員素質(zhì)整體不高,技術水平落后,產(chǎn)品同質(zhì)化嚴重,服務質(zhì)量不高,營銷理念落后,社會對保險業(yè)的認可度仍處在較低水平。 本文針對這樣的研究背景,以A財產(chǎn)保險公司深圳分公司為具體的研究對象,在對保險營銷相關理論進行分析的基礎之上,利用營銷學原理對該公司的內(nèi)外部環(huán)境進行分析,并且重點針對保險行業(yè)和競爭對手進行分析。針對當前公司財產(chǎn)保險業(yè)務營銷方面存在的問題進行分析的基礎之上,對該公司的市場進行了有效的細分,并且從產(chǎn)品策略、價格策略、渠道策略以及促銷策略等方面制定出針對性的營銷策略。提出相應保障實施措施。強調(diào)應該樹立以客戶為中心,以市場為導向的正確的營銷理念,建立健全人力資源保障機制,重視營銷管理人才,建立營銷管理隊伍。完善營銷控制及反饋體系,加強信息溝通機制和考核機制。完善營銷協(xié)調(diào)機制。提倡精細化服務,提供全流程化、規(guī)范化的營銷服務,樹立精細化服務理念等措施。 希望通過本文的研究,對于認清A財產(chǎn)保險公司深圳分公司所處的內(nèi)外部環(huán)境,認清企業(yè)在進行營銷過程中的所遇到的問題,針對性的制定出合理的營銷方案,為提升A財產(chǎn)保險公司深圳分公司市場營銷能力和業(yè)務拓展能力,對新興保險主體制定和選擇營銷策略、提高核心競爭力、發(fā)展能力具有一定的借鑒作用。
[Abstract]:With the improvement of China's economic level, the importance of insurance has been gradually recognized by the public, and the demand for insurance has been strengthened day by day. There is a great potential for the development of insurance market in China. However, compared with the developed countries, the insurance industry of our country is still in a primary stage of development. The quality of the employees is not high, the technical level is backward, the products are homogenized seriously, the service quality is not high, and the marketing concept is backward. Social acceptance of the insurance industry is still at a low level. In view of this kind of research background, taking A property insurance company Shenzhen branch as the concrete research object, on the basis of the analysis to the insurance marketing related theory, using the marketing principle to carry on the analysis to this company's internal and external environment, And focus on the insurance industry and competitors for analysis. Based on the analysis of the problems existing in the marketing of the company's property insurance business at present, the market of the company is effectively subdivided, and from the product strategy, the price strategy, the product strategy, the price strategy, The channel strategy and the promotion strategy and so on aspect formulates the pertinence marketing strategy. Put forward the corresponding safeguard implementation measures. It is emphasized that we should set up the correct marketing concept of taking the customer as the center and the market as the guide, establish and perfect the human resources guarantee mechanism, attach importance to the marketing management talents, and establish the marketing management team. Perfect marketing control and feedback system, strengthen information communication mechanism and assessment mechanism. Perfect marketing coordination mechanism. To promote fine service, to provide full flow, standardized marketing services, to establish a refined service concept and other measures. I hope that through the study of this article, to recognize the internal and external environment of A property insurance company in Shenzhen branch, and to recognize the problems encountered in the marketing process of the enterprise, we can work out a reasonable marketing plan. In order to enhance the marketing ability and business expansion ability of Shenzhen Branch of A property Insurance Company, it can be used as a reference for the emerging insurance agents to formulate and select marketing strategies, to improve their core competitiveness and to develop their capabilities.
【學位授予單位】：西南交通大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F842.3

【參考文獻】

相關期刊論文 前5條

1 蒲海成;;中國保險業(yè)改革發(fā)展的制度分析[J];保險研究;2008年11期

2 ;經(jīng)營風險監(jiān)管規(guī)則的合理策略[J];銀行家;2003年05期

3 唐紅祥;;財產(chǎn)保險營銷制度探討[J];市場論壇;2011年05期

4 謝光義;;我國保險營銷模式存在的問題探究[J];中國證券期貨;2011年09期

5 譚軍;劉力臻;;保險公司營銷渠道資源整合與創(chuàng)新分析[J];中央財經(jīng)大學學報;2011年10期

相關博士學位論文 前1條

1 楊攀勇;保險資金運用的風險管理與控制問題研究[D];天津大學;2007年

，

本文編號：2014380