【摘要】：我國(guó)車險(xiǎn)市場(chǎng)中,參與市場(chǎng)競(jìng)爭(zhēng)的財(cái)險(xiǎn)企業(yè)眾多,但真正能夠在車險(xiǎn)業(yè)務(wù)中取得贏利的企業(yè)卻非常有限,超過(guò)半數(shù)的財(cái)險(xiǎn)企業(yè)車險(xiǎn)承保利潤(rùn)為負(fù)數(shù)。市場(chǎng)競(jìng)爭(zhēng)激烈。隨著車險(xiǎn)市場(chǎng)的不斷發(fā)展,市場(chǎng)競(jìng)爭(zhēng)逐步走向規(guī)范有序。作為財(cái)險(xiǎn)企業(yè)主要保費(fèi)來(lái)源的車險(xiǎn)業(yè)務(wù),通過(guò)不斷創(chuàng)新?tīng)I(yíng)銷渠道,提升營(yíng)銷部門的市場(chǎng)拓展水平已經(jīng)成為財(cái)險(xiǎn)企業(yè)關(guān)注的重點(diǎn)問(wèn)題之一。XX財(cái)險(xiǎn)信陽(yáng)支公司是XX財(cái)險(xiǎn)下屬的三級(jí)機(jī)構(gòu),主要負(fù)責(zé)信陽(yáng)區(qū)域內(nèi)的財(cái)產(chǎn)保險(xiǎn)業(yè)務(wù)。從財(cái)產(chǎn)保險(xiǎn)各項(xiàng)業(yè)務(wù)占比看,車險(xiǎn)業(yè)務(wù)保費(fèi)收入占比超九成,是信陽(yáng)支公司的核心業(yè)務(wù)。做好車險(xiǎn)營(yíng)銷,對(duì)于信陽(yáng)支公司而言有著十分重要的現(xiàn)實(shí)意義。 本文首先介紹了機(jī)動(dòng)車輛保險(xiǎn)的基本概念及與市場(chǎng)營(yíng)銷中的STP、7Ps和服務(wù)營(yíng)銷相關(guān)理論并對(duì)車險(xiǎn)營(yíng)銷的相關(guān)文獻(xiàn)進(jìn)行了分析。在此基礎(chǔ)上從公司基本情況、組織架構(gòu)、車險(xiǎn)業(yè)務(wù)現(xiàn)狀、車險(xiǎn)營(yíng)銷中存在的問(wèn)題等方面介紹XX財(cái)險(xiǎn)信陽(yáng)支公司營(yíng)銷現(xiàn)狀。第三,通過(guò)運(yùn)用PEST和SWOT等戰(zhàn)略分析工具,結(jié)合信陽(yáng)支公司營(yíng)銷現(xiàn)狀,對(duì)公司所處的內(nèi)、外部環(huán)境做了重點(diǎn)分析。研究發(fā)現(xiàn)面對(duì)復(fù)雜多變的內(nèi)、外部環(huán)境,信陽(yáng)支公司在效益優(yōu)先的前提下應(yīng)細(xì)分目標(biāo)市場(chǎng),不斷推進(jìn)渠道創(chuàng)新,實(shí)施差異化的競(jìng)爭(zhēng)策略。據(jù)此,本文對(duì)XX財(cái)險(xiǎn)信陽(yáng)支公司車險(xiǎn)業(yè)務(wù)的營(yíng)銷策略展開(kāi)研究。通過(guò)市場(chǎng)細(xì)分策略,提出信陽(yáng)支公司應(yīng)重點(diǎn)選擇信陽(yáng)城區(qū)及東部縣區(qū)“80后”年輕車主作為目標(biāo)客戶群,運(yùn)用公司先進(jìn)的電話、網(wǎng)絡(luò)營(yíng)銷平臺(tái),開(kāi)發(fā)個(gè)性化產(chǎn)品,樹(shù)立產(chǎn)品品牌形象,鞏固公司在信陽(yáng)車險(xiǎn)市場(chǎng)地位。在明確市場(chǎng)定位及目標(biāo)客戶群之后,本文根據(jù)7Ps理論,從產(chǎn)品、價(jià)格、渠道、促銷等方面重點(diǎn)分析了信陽(yáng)支公司的營(yíng)銷策略,并提出了相應(yīng)的保障措施。
[Abstract]:In the automobile insurance market of our country, there are many property insurance enterprises participating in the market competition, but the enterprises that can make profits in the automobile insurance business are very limited, and more than half of the property insurance enterprises have negative underwriting profits. The market is highly competitive. With the continuous development of the auto insurance market, the market competition is gradually moving towards standard and orderly. As the main source of insurance premiums for property insurance enterprises, auto insurance business, through continuous innovation marketing channels, Improving the market expansion level of the marketing department has become one of the key issues that the property insurance enterprises pay attention to. The XX property insurance Xinyang branch company is the third level organization under the XX property insurance mainly responsible for the property insurance business in Xinyang area. From the property insurance business accounts for more than 90% of the insurance premium income is the core business of Xinyang branch company. Good car insurance marketing, for Xinyang branch company has a very important practical significance. This paper first introduces the basic concept of motor vehicle insurance and the related theories of STP,7Ps and service marketing in marketing, and analyzes the related literature of auto insurance marketing. On this basis from the company's basic situation, organizational structure, car insurance business status, auto insurance marketing problems and other aspects of XX property insurance Xinyang branch company marketing situation. Third, through the use of PEST and SWOT and other strategic analysis tools, combined with the Xinyang branch company marketing situation, the company's internal and external environment is analyzed emphatically. It is found that in the face of complex internal and external environment, Xinyang branch company should subdivide the target market, promote channel innovation and implement differentiated competition strategy under the premise of priority of benefit. Based on this, this paper studies the marketing strategy of the auto insurance business of XX property Insurance Xinyang Branch Company. Through the strategy of market segmentation, the paper puts forward that Xinyang branch company should focus on selecting young car owners of "post-80s" in Xinyang city and eastern counties as the target customer group, using the company's advanced telephone and network marketing platform to develop personalized products. Establish product brand image, consolidate the company in Xinyang auto insurance market position. Based on the theory of 7Ps, this paper analyzes the marketing strategy of Xinyang branch company from the aspects of product, price, channel and promotion, and puts forward the corresponding safeguard measures.
【學(xué)位授予單位】：陜西師范大學(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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