【摘要】：當(dāng)前經(jīng)濟(jì)發(fā)展態(tài)勢(shì)穩(wěn)中趨緩,經(jīng)濟(jì)結(jié)構(gòu)仍處于調(diào)整轉(zhuǎn)型階段。財(cái)產(chǎn)保險(xiǎn)行業(yè)的發(fā)展與宏觀經(jīng)濟(jì)環(huán)境息息相關(guān),宏觀經(jīng)濟(jì)的持續(xù)下行將給財(cái)險(xiǎn)業(yè)的發(fā)展帶來嚴(yán)峻考驗(yàn)。受車輛購置稅優(yōu)惠政策減弱的影響,企業(yè)投保意愿下降,新車銷量增速預(yù)計(jì)將會(huì)明顯回落,車險(xiǎn)市場(chǎng)增速將進(jìn)一步放緩。受市場(chǎng)競(jìng)爭(zhēng)加劇、財(cái)政支持政策收緊、合規(guī)經(jīng)營壓力等多重因素影響,農(nóng)險(xiǎn)業(yè)務(wù)發(fā)展也將面臨很大的挑戰(zhàn),企財(cái)險(xiǎn)等傳統(tǒng)財(cái)產(chǎn)險(xiǎn)業(yè)務(wù)發(fā)展仍將十分乏力,在經(jīng)營效益方面行業(yè)市場(chǎng)費(fèi)用率仍將維持高位。保險(xiǎn)公司兩極分化更加嚴(yán)重,大公司利用成本管控與渠道優(yōu)勢(shì),競(jìng)爭(zhēng)優(yōu)勢(shì)更加突顯,而中小公司承保虧損嚴(yán)重,發(fā)展舉步維艱。商車費(fèi)改進(jìn)一步深化之后,大公司的成本優(yōu)勢(shì)、定價(jià)優(yōu)勢(shì)、品牌優(yōu)勢(shì)進(jìn)一步提升,強(qiáng)者恒強(qiáng)的馬太效應(yīng)還會(huì)更加顯著,眾多中小公司將面臨生死抉擇。這種環(huán)境下,如何充分利用互聯(lián)網(wǎng)、云計(jì)算、大數(shù)據(jù)、物聯(lián)網(wǎng)等新技術(shù)加強(qiáng)企業(yè)精準(zhǔn)營銷就愈加迫切和緊急。財(cái)險(xiǎn)企業(yè)的生存與發(fā)展,就要考慮資源的合理利用,發(fā)揮最大化價(jià)值,同時(shí)要爭(zhēng)取到市場(chǎng)空間,就需要找尋到細(xì)分市場(chǎng),要提供滿足客戶需求的產(chǎn)品和服務(wù),要結(jié)合自身實(shí)力構(gòu)建營銷生態(tài)體系。本文以Z保險(xiǎn)公司為案例進(jìn)行了一些有益的探索,希望對(duì)行業(yè)發(fā)展有所啟發(fā)。本文在結(jié)構(gòu)上分三大部分共6章。第一部分主要是背景及相關(guān)理論基礎(chǔ)介紹,由第1-2章構(gòu)成,第1章導(dǎo)論部分主要介紹了研究的基本情況,第2章對(duì)主要概念以及大數(shù)據(jù)背景下精準(zhǔn)營銷的必要性和意義分析;第二部分是主干部分,內(nèi)容包括第3-5章共3章內(nèi)容,其中第3章主要對(duì)案例進(jìn)行剖析,分析Z保險(xiǎn)公司營銷的現(xiàn)狀、存在問題,第4章針對(duì)大數(shù)據(jù)時(shí)代為何進(jìn)行精準(zhǔn)營銷進(jìn)行了論述,對(duì)提升營銷能力進(jìn)行了探索,第5章就實(shí)施精準(zhǔn)營銷的主要措施進(jìn)行了探討;第三部分也就是第6章對(duì)全文進(jìn)行了小結(jié),對(duì)未來研究進(jìn)行展望。本文以案例為研究對(duì)象,以精準(zhǔn)營銷相關(guān)理論為指導(dǎo),對(duì)Z保險(xiǎn)公司的現(xiàn)狀分析基礎(chǔ)上提出精準(zhǔn)營銷的設(shè)計(jì)思路以及應(yīng)用,并結(jié)合實(shí)際,從客戶為中心、搭建大數(shù)據(jù)生態(tài)平臺(tái)、強(qiáng)化創(chuàng)新升級(jí)以及全新渠道及團(tuán)隊(duì)再建提出保障措施及建議。
[Abstract]:The current economic development trend is steady and the economic structure is still in the stage of adjustment and transformation. The development of the property insurance industry is closely related to the macroeconomic environment. The sustained decline of the macro-economy will bring a severe test to the development of the property insurance industry. Companies are less willing to take out insurance on the back of weaker tax incentives for vehicle purchases. New car sales are expected to slow sharply and the auto insurance market will slow further. Affected by the intensification of market competition, the tightening of financial support policies, and the pressure of compliance, the development of agricultural insurance business will also face great challenges. The development of traditional property insurance businesses such as enterprise property insurance will still be very weak. In the operating efficiency of the industry market cost rate will remain high. The polarization of insurance companies is more serious, large companies take advantage of cost control and channel advantages, the competitive advantage is more prominent, while small and medium-sized companies underwriting losses are serious, development is difficult. After the further deepening of the reform of commercial fares, the cost advantage, pricing advantage and brand advantage of large companies will be further enhanced, and the Matthew effect of the strong company will be more significant, and many small and medium-sized companies will face the choice of life and death. In this environment, how to make full use of the Internet, cloud computing, big data, Internet of things and other new technologies to enhance enterprise precision marketing is increasingly urgent and urgent. For the survival and development of property insurance enterprises, it is necessary to consider the rational utilization of resources and maximize the value. At the same time, in order to gain market space, we need to find a market segment and provide products and services that meet the needs of our customers. Must combine own strength to construct the marketing ecology system. In this paper, Z insurance company as a case for some useful exploration, hoping to inspire the development of the industry. The structure of this paper is divided into three parts and six chapters. The first part is the introduction of background and related theories, which is composed of chapter 1-2, the introduction of chapter 1 mainly introduces the basic situation of the research, the second chapter analyzes the main concepts and the necessity and significance of precision marketing under the background of big data; The second part is the trunk part, which includes 3-5 chapters and 3 chapters, in which the third chapter mainly analyzes the case, analyzes the current situation of Z insurance company marketing, and analyzes the existing problems. The fourth chapter discusses why big data carried out precision marketing in the era of big data, explores how to improve marketing ability, and discusses the main measures to implement precision marketing in chapter 5. The third part, chapter 6, summarizes the full text. The future research is prospected. This article takes the case as the research object, takes the precision marketing correlation theory as the instruction, proposes the precision marketing design thought and the application based on the Z insurance company's present situation analysis, and unifies the reality, from the customer as the center, builds big data ecological platform, Strengthen innovation and upgrade as well as new channels and team building to provide safeguards and suggestions.
【學(xué)位授予單位】：南昌大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F842.3;F274

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