【摘要】：信用保險是指權(quán)利人向保險人投保債務(wù)人的信用風險的一種保險，是一項企業(yè)用于風險管理的保險產(chǎn)品。其主要功能是保障企業(yè)應(yīng)收帳款的安全。其原理是把債務(wù)人的保證責任轉(zhuǎn)移給保險人，當債務(wù)人不能履行其義務(wù)時，由保險人承擔賠償責任。我國的信用保險于1978年改革開放以后開始辦理，，1986年以后，我國又開始試辦短期出口信用保險和國內(nèi)信用保險等業(yè)務(wù)，近幾年來，隨著社會信用體系的逐步建立，信用保險也出現(xiàn)了漸漸做大的趨勢。 C公司總部是成立于1991年的保險公司，作為世界500強公司，不論從經(jīng)營規(guī)模還是經(jīng)營效益都處于行內(nèi)領(lǐng)先地位。經(jīng)過幾十年的發(fā)展，經(jīng)營網(wǎng)點遍布全國，品牌價值不斷提高，承保險種不斷完善，信用保險就是將要加大力度銷售的險種。C公司作為系統(tǒng)內(nèi)經(jīng)營規(guī)模較大的城市型分公司其地位相當重要，公司希望通過信用保險大力銷售作為保費的新的增長點，更加優(yōu)化險種結(jié)構(gòu)，提高廣州市場占有率。 本計劃書根據(jù)公司信用保險產(chǎn)品的特性及營銷現(xiàn)狀，在充分分析公司產(chǎn)品營銷環(huán)境及公司未來發(fā)展戰(zhàn)略的前提下，制定了2014年公司信用保險產(chǎn)品在廣州市場的促銷計劃。計劃書首先就C公司的發(fā)展概況及未來發(fā)展目標進行闡述，并對公司產(chǎn)品及廣州市場的歷史銷售數(shù)據(jù)進行了較深入分析與研究，制定出公司信用保險未來大力營銷的思路及方向。 然后運用宏觀環(huán)境分析法從自然、政策、經(jīng)濟、需求等角度對C公司產(chǎn)品營銷的宏觀環(huán)境進行分析，運用波特五力分析模型從供應(yīng)者、購買者、進入者、替代品、競爭者等角度對產(chǎn)品營銷的行業(yè)環(huán)境進行分析，運用SWOT法從優(yōu)勢、劣勢、機會、威脅等角度對產(chǎn)品的營銷態(tài)勢及環(huán)境進行分析，為2014年公司信用保險廣州市場營銷目標及目標市場的選擇提供決策依據(jù)。 最后根據(jù)制定出的產(chǎn)品營銷部署、實際環(huán)境制約及營銷資源限制，制定出公司信用保險2014年廣州市場的具體促銷計劃，幫助C公司更好的完成2014年公司信用保險的廣州市場銷售工作。
[Abstract]:Credit insurance is a kind of insurance that the obligee insure the debtor's credit risk from the insurer. It is an insurance product used by the enterprise for risk management. Its main function is to ensure the security of enterprise accounts receivable. The principle is to transfer the debtor's guarantee responsibility to the insurer, and when the debtor can not fulfill its obligations, the insurer shall bear the liability of compensation. The credit insurance of our country began to handle after the reform and opening up in 1978. After 1986, our country began to conduct the short-term export credit insurance and the domestic credit insurance on a trial basis. In recent years, with the gradual establishment of the social credit system, The credit insurance also appeared gradually to do big trend. Company C is an insurance company founded in 1991. As a top 500 company in the world, it is in the leading position both in terms of operating scale and operating efficiency. After decades of development, business outlets all over the country, the brand value continues to improve, insurance coverage continues to improve, Credit insurance is the kind of insurance that will be increased in sales. Company C, as a large urban branch operating in the system, has a very important position. The company hopes to vigorously sell through credit insurance as a new growth point of premium. More optimization of insurance structure, increase market share in Guangzhou. According to the characteristics of the company's credit insurance products and the current marketing situation, and on the premise of fully analyzing the company's product marketing environment and the company's future development strategy, this plan formulates the promotion plan of the company's credit insurance products in the Guangzhou market in 2014. First of all, the development situation and future development goal of company C are expounded, and the historical sales data of the company's products and Guangzhou market are analyzed and studied deeply. Develop the company's credit insurance in the future vigorously marketing ideas and directions. Then the macro environmental analysis method is used to analyze the macro environment of C Company's product marketing from the perspectives of nature, policy, economy and demand, and the Porter's five-force analysis model is used to analyze the macro environment from the suppliers, purchasers, entrants, substitutes, etc. The industry environment of product marketing is analyzed from competitors' point of view, and the marketing situation and environment of products are analyzed from the point of view of advantages, disadvantages, opportunities and threats by using SWOT method. It provides the decision basis for the marketing target and target market selection of company credit insurance Guangzhou in 2014. Finally, according to the product marketing plan, the actual environment restriction and the marketing resource restriction, the concrete promotion plan of Guangzhou market for the company's credit insurance in 2014 is worked out. Help company C to complete the credit insurance sales in Guangzhou in 2014.
【學位授予單位】：華南理工大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F274;F842.3;F842.682

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