發(fā)布時間：2018-06-27 16:24

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

【摘要】：自1980年以來,短短二十幾年間,在改革開放政策的推動下,中國的保險業(yè)取得了令世人矚目的成就,增長速度大大高于世界年均增長水平,保險公司的數(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,既有國有獨資,又有股份制中外合資在內(nèi)的多種形式并存的公司組成.保險在國民經(jīng)濟發(fā)展中一直發(fā)揮著相當重要的作用。國際經(jīng)驗證明,經(jīng)濟越發(fā)展,社會越進步,保險越重要。由此可見,保險業(yè)下一步的發(fā)展將從邊緣走向中心,隨著保險業(yè)的市場化程度越來越高,保險市場的競爭不再局限于幾家企業(yè)之間,競爭日益激烈。原來以價格競爭為主要手段,以產(chǎn)品銷售為導向的粗放式經(jīng)營模式已難以為繼。保險企業(yè)要想在市場競爭中生存和發(fā)展,不僅要有科學的市場定位,還要建立超出其他企業(yè)、為消費者帶來不可替代價值和效用的體制和機制。保險業(yè)是典型的服務業(yè),要提高服務質(zhì)量,實現(xiàn)優(yōu)質(zhì)的客戶服務,創(chuàng)造差異化的服務戰(zhàn)略,就必須樹立廣義的服務營銷觀,并把其提升到戰(zhàn)略地位。廣義的服務營銷觀就是要確立把優(yōu)質(zhì)服務貫穿于產(chǎn)品營銷全過程、甚至企業(yè)經(jīng)營全過程的觀念。任何保險公司都應把客戶的利益放在第一位,以客戶需求為導向,各項工作始終圍繞著“客戶滿意”這個中心運行。在服務方式上,不僅要通過提供優(yōu)質(zhì)、高效、快捷、準確、有特色的服務,做到服務內(nèi)容標準化、服務質(zhì)量穩(wěn)定化、服務過程程序化、服務水平專業(yè)化,使客戶滿意,還應深入目標客戶群中,擴大和穩(wěn)定客戶群,并從中搜集市場信息和客戶需求,為開展市場營銷活動提供依據(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.
【學位授予單位】：昆明理工大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F274;F842.3

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本文編號：2074512