【摘要】：隨著社會經(jīng)濟的快速發(fā)展,國民收入水平的大幅增長,我國機動車購買力及保有量逐年快速上升,給保險市場的發(fā)展帶來了巨大的發(fā)展?jié)摿ΑＤ壳皺C動車輛保險已成為我國財產(chǎn)保險的支柱險種和保費增速最快的險種之一,與居民的日常生活密切相關(guān),是各家財產(chǎn)保險公司市場競爭的重中之重。但是隨著我國保險深度和保險密度的不斷增加,保險消費者消費理念的日趨成熟,多元化的保險需求無法在同質(zhì)化的車險產(chǎn)品中獲得滿足,同時固化的車險制度也造成了車險行業(yè)的整體虧損。鑒于此,國家保險監(jiān)管部門已開始逐步推動車險條款及費率的市場化。本文選擇TPY產(chǎn)險甘肅分公司為研究對象,希望通過分析其在甘肅省的市場環(huán)境及營銷現(xiàn)狀,找出其存在的問題和解決對策。 論文首先對相關(guān)保險營銷理論進行回顧和總結(jié),其次對車險費率市場化的概念和影響進行分析,然后利用PEST分析法及調(diào)查問卷法對甘肅省車險市場的市場環(huán)境、銷售渠道、購買因素、滿意度進行多角度、深入細致的分析和調(diào)研,最后根據(jù)調(diào)研及分析結(jié)果制定出適合TPY產(chǎn)險甘肅分公司的營銷策略及優(yōu)化改進,包括市場的細分和選擇、產(chǎn)品營銷策略、渠道營銷策略、價格營銷策略、促銷營銷策略及保障體系等。本文的研究目的是利用市場營銷學的相關(guān)理論,找到適合TPY產(chǎn)險甘肅分公司的營銷策略,幫助其在費率市場化的競爭背景下獲得最大的市場份額和利潤。
[Abstract]:With the rapid development of social economy and the substantial increase of national income, the purchasing power and ownership of motor vehicles in China are rising rapidly year by year, which brings great development potential to the development of insurance market. At present, motor vehicle insurance has become one of the pillar insurance types and the fastest increasing insurance premium in our country, which is closely related to the daily life of the residents, and is the most important part of the market competition of the property insurance companies. However, with the increasing of insurance depth and insurance density in our country, the consumption concept of insurance consumers is maturing day by day, and the diversified insurance demand can not be satisfied in the homogeneous automobile insurance products. At the same time, the solidified auto insurance system also caused the overall loss of the auto insurance industry. In view of this, the national insurance regulatory department has begun to gradually promote the marketization of auto insurance clauses and rates. This paper chooses Gansu Branch of TPY property Insurance as the research object, hoping to find out its existing problems and countermeasures by analyzing its market environment and marketing situation in Gansu Province. This paper reviews and summarizes the relevant insurance marketing theories, then analyzes the concept and influence of auto insurance rate marketization, and then uses PEST analysis and questionnaire to analyze the market environment and sales channels of automobile insurance market in Gansu Province. Purchase factors, satisfaction, in-depth and meticulous analysis and research, and finally according to the results of research and analysis of the appropriate TPY property insurance Gansu Branch marketing strategy and optimization improvements, including market segmentation and selection, Product marketing strategy, channel marketing strategy, price marketing strategy, promotion marketing strategy and safeguard system. The purpose of this paper is to find out the marketing strategy suitable for Gansu Branch of TPY property insurance by using the relevant theories of marketing, and to help it obtain the largest market share and profit under the background of the marketization of the rate.
【學位授予單位】：蘭州理工大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F274;F842.63

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