本文選題：保險(xiǎn)公司 + 服務(wù)質(zhì)量��； 參考：《昆明理工大學(xué)》2014年碩士論文

【摘要】：自1980年以來(lái),短短二十幾年間,在改革開(kāi)放政策的推動(dòng)下,中國(guó)的保險(xiǎn)業(yè)取得了令世人矚目的成就,增長(zhǎng)速度大大高于世界年均增長(zhǎng)水平,保險(xiǎn)公司的數(shù)量從一家發(fā)展到100多家,并且形成了既有內(nèi)資,又有外資,既有國(guó)有獨(dú)資,又有股份制中外合資在內(nèi)的多種形式并存的公司組成.保險(xiǎn)在國(guó)民經(jīng)濟(jì)發(fā)展中一直發(fā)揮著相當(dāng)重要的作用。國(guó)際經(jīng)驗(yàn)證明,經(jīng)濟(jì)越發(fā)展,社會(huì)越進(jìn)步,保險(xiǎn)越重要。由此可見(jiàn),保險(xiǎn)業(yè)下一步的發(fā)展將從邊緣走向中心,隨著保險(xiǎn)業(yè)的市場(chǎng)化程度越來(lái)越高,保險(xiǎn)市場(chǎng)的競(jìng)爭(zhēng)不再局限于幾家企業(yè)之間,競(jìng)爭(zhēng)日益激烈。原來(lái)以價(jià)格競(jìng)爭(zhēng)為主要手段,以產(chǎn)品銷售為導(dǎo)向的粗放式經(jīng)營(yíng)模式已難以為繼。保險(xiǎn)企業(yè)要想在市場(chǎng)競(jìng)爭(zhēng)中生存和發(fā)展,不僅要有科學(xué)的市場(chǎng)定位,還要建立超出其他企業(yè)、為消費(fèi)者帶來(lái)不可替代價(jià)值和效用的體制和機(jī)制。保險(xiǎn)業(yè)是典型的服務(wù)業(yè),要提高服務(wù)質(zhì)量,實(shí)現(xiàn)優(yōu)質(zhì)的客戶服務(wù),創(chuàng)造差異化的服務(wù)戰(zhàn)略,就必須樹(shù)立廣義的服務(wù)營(yíng)銷觀,并把其提升到戰(zhàn)略地位。廣義的服務(wù)營(yíng)銷觀就是要確立把優(yōu)質(zhì)服務(wù)貫穿于產(chǎn)品營(yíng)銷全過(guò)程、甚至企業(yè)經(jīng)營(yíng)全過(guò)程的觀念。任何保險(xiǎn)公司都應(yīng)把客戶的利益放在第一位,以客戶需求為導(dǎo)向,各項(xiàng)工作始終圍繞著“客戶滿意”這個(gè)中心運(yùn)行。在服務(wù)方式上,不僅要通過(guò)提供優(yōu)質(zhì)、高效、快捷、準(zhǔn)確、有特色的服務(wù),做到服務(wù)內(nèi)容標(biāo)準(zhǔn)化、服務(wù)質(zhì)量穩(wěn)定化、服務(wù)過(guò)程程序化、服務(wù)水平專業(yè)化,使客戶滿意,還應(yīng)深入目標(biāo)客戶群中,擴(kuò)大和穩(wěn)定客戶群,并從中搜集市場(chǎng)信息和客戶需求,為開(kāi)展市場(chǎng)營(yíng)銷活動(dòng)提供依據(jù)。
[Abstract]:Since 1980, under the impetus of the reform and opening up policy, China's insurance industry has made remarkable achievements, and the growth rate is much higher than the average annual growth rate of the world. The number of insurance companies has grown from one to more than 100, and has formed a combination of domestic and foreign capital, both wholly state-owned and joint-stock joint ventures. Insurance has been playing a very important role in the development of national economy. International experience has proved that the more economic development, the more social progress, the more important insurance. It can be seen that the next step of the development of the insurance industry will move from the edge to the center. With the degree of marketization of the insurance industry becoming more and more high, the competition in the insurance market is no longer confined to several enterprises, and the competition is becoming increasingly fierce. The original price competition as the main means, product sales-oriented extensive business model has been difficult to continue. In order to survive and develop in the market competition, insurance enterprises should not only have scientific market orientation, but also establish a system and mechanism beyond other enterprises to bring irreplaceable value and utility to consumers. Insurance industry is a typical service industry. In order to improve service quality, achieve high quality customer service and create differentiated service strategy, we must set up a broad sense of service marketing and promote it to a strategic position. The broad view of service marketing is to establish the concept of quality service running through the whole process of product marketing and even the whole process of enterprise management. Any insurance company should put the customer's interests first, take the customer's demand as the direction, each work always revolves around the "customer satisfaction" this center. In terms of service mode, we should not only provide high quality, high efficiency, fast, accurate and characteristic service, but also standardize service content, stabilize service quality, program service process, professionalize service level and satisfy customers. It is also necessary to expand and stabilize the customer base, collect market information and customer demand, and provide the basis for carrying out marketing activities.
【學(xué)位授予單位】：昆明理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274;F842.3

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