【摘要】：時(shí)代的發(fā)展離不開科技的進(jìn)步和社會(huì)的變革,傳統(tǒng)的行業(yè)及營銷模式必須與時(shí)俱進(jìn)方可在社會(huì)進(jìn)步的大潮中挺立潮頭,獲取和保持優(yōu)勢。如今,體驗(yàn)消費(fèi)時(shí)代已悄然而至。越來越多的保險(xiǎn)公司開始重視客戶售后服務(wù)工作,通過改革一系列保險(xiǎn)專業(yè)化受理流程,給客戶帶來截然不同的服務(wù)體驗(yàn),并籍由客戶服務(wù)質(zhì)量的提升留住老客戶、吸引新客戶。雖然售后服務(wù)體驗(yàn)僅是客戶體驗(yàn)中的一部分,但是隨著保險(xiǎn)市場競爭逐步白熱化及消費(fèi)需求的多樣化和個(gè)性化,這種體驗(yàn)式營銷必將囊括售前和售中的服務(wù)體驗(yàn),成為保險(xiǎn)營銷發(fā)展的新趨勢。 英大人壽,依托國家電網(wǎng)的股東優(yōu)勢,在成立的六年多時(shí)間里,發(fā)展迅猛。為了在激烈的行業(yè)競爭中脫穎而出,順利實(shí)現(xiàn)在2018年成功上市的集團(tuán)發(fā)展戰(zhàn)略,近年來,公司不斷探索營銷的改革與創(chuàng)新之道,以期實(shí)現(xiàn)客戶滿意度的提升,保費(fèi)規(guī)模和市場份額的提升。 為了摸索保險(xiǎn)行業(yè)的營銷現(xiàn)狀,構(gòu)建體驗(yàn)營銷的新模式,本文運(yùn)用理論文獻(xiàn)分析和實(shí)際調(diào)研相結(jié)合的方法,深入分析壽險(xiǎn)行業(yè)營銷模式的特點(diǎn)和存在問題,并根據(jù)消費(fèi)者行為、市場調(diào)研等相關(guān)理論和方法,進(jìn)行問卷設(shè)計(jì)和調(diào)研,同時(shí)借助SPSS軟件對問卷數(shù)據(jù)進(jìn)行描述統(tǒng)計(jì)分析、相關(guān)系數(shù)分析、回歸分析和交叉分析,試圖分析保險(xiǎn)行業(yè)客戶的體驗(yàn)需求。 本文根據(jù)相關(guān)理論和問卷調(diào)研數(shù)據(jù)分析,提出了英大人壽Z公司體驗(yàn)營銷構(gòu)建的方法,主要從營銷和服務(wù)兩方面來進(jìn)行構(gòu)建,通過移動(dòng)展業(yè)平臺(tái)的建立,從感官、情感、思考、行動(dòng)和關(guān)聯(lián)這五要素來打造客戶的營銷體驗(yàn)。通過開展廣泛調(diào)研,合理分配資源,改進(jìn)服務(wù)流程,完善細(xì)節(jié)服務(wù),透明規(guī)范運(yùn)作,加大宣傳力度。通過這些措施來彌補(bǔ)服務(wù)質(zhì)量模式的五個(gè)缺口,進(jìn)而提升客戶的服務(wù)體驗(yàn)。最后,從營銷4Cs的四個(gè)方面來分析體驗(yàn)營銷模式的實(shí)現(xiàn),以細(xì)分客戶需求,設(shè)計(jì)相關(guān)產(chǎn)品來做好客戶需求,以多種形式的宣傳及新媒體工具的使用來做好客戶溝通,以運(yùn)用移動(dòng)展業(yè)設(shè)備,完善網(wǎng)絡(luò)自助服務(wù)來實(shí)現(xiàn)客戶便利,開發(fā)相關(guān)APP程序來降低客戶的愿付成本。
[Abstract]:The development of the times can not be separated from the progress of science and technology and the transformation of the society. The traditional industry and marketing mode must keep pace with the times in order to stand up in the tide of social progress and gain and maintain the advantages. Today, the age of experience consumption has quietly arrived. More and more insurance companies begin to attach importance to customer after-sales service, through the reform of a series of insurance professional acceptance process, to bring customers a completely different service experience, and by improving the quality of customer service to retain old customers, Attract new customers. Although the after-sales service experience is only a part of the customer experience, with the increasing competition in the insurance market and the diversification and personalization of consumer demand, this kind of experiential marketing will definitely include the pre-sale and in-sale service experience. Become the new trend of insurance marketing development. British University Life, relying on the State Grid's shareholders advantage, in the establishment of more than six years, rapid development. In order to stand out in the fierce industry competition and successfully realize the group development strategy of successful listing in 2018, in recent years, the company has been exploring the reform and innovation of marketing, in order to achieve the improvement of customer satisfaction. Increase in premium size and market share. In order to explore the current marketing situation of insurance industry and construct a new model of experience marketing, this paper analyzes the characteristics and existing problems of life insurance industry marketing model by combining theoretical literature analysis with practical investigation, and according to consumer behavior, Market research and other related theories and methods, questionnaire design and research, at the same time with the help of SPSS software to describe the questionnaire data statistical analysis, correlation coefficient analysis, regression analysis and cross-analysis, trying to analyze the experience needs of insurance industry customers. Based on the analysis of relevant theory and questionnaire survey data, this paper puts forward the method of experience marketing construction of British University Life Insurance Z Company, mainly from the aspects of marketing and service, through the establishment of mobile exhibition industry platform, from sensory, emotional, thinking, Action and relevance of these five elements to build customer marketing experience. Through extensive research, rational allocation of resources, improved service flow, perfect detail service, transparent and standardized operation, increase publicity. Through these measures to make up for the five gaps in the service quality model, and then improve customer service experience. Finally, from the four aspects of marketing 4Cs to analyze the realization of experience marketing model, to subdivide customer needs, design related products to do a good job of customer needs, with various forms of publicity and the use of new media tools to do a good job of customer communication, In order to use mobile exhibition equipment, improve the network self-service to achieve customer convenience, develop related APP programs to reduce customer willing to pay costs.
【學(xué)位授予單位】：廈門大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F842.3;F274

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本文編號：2395324