【摘要】：在過(guò)去的幾年里，中國(guó)的汽車市場(chǎng)經(jīng)歷了一個(gè)高速發(fā)展的時(shí)期，國(guó)內(nèi)汽車的保有量不斷攀升。汽車保有量快速增長(zhǎng)的同時(shí)也帶動(dòng)了機(jī)動(dòng)車輛保險(xiǎn)市場(chǎng)的繁榮。但隨著保險(xiǎn)主體的不斷增加、市場(chǎng)競(jìng)爭(zhēng)的日益激烈，作為老牌國(guó)企的Z保險(xiǎn)公司的車險(xiǎn)業(yè)務(wù)發(fā)展遇到阻力，保費(fèi)增速落后行業(yè)增速，，市場(chǎng)份額逐年下降。主要原因在于Z公司目標(biāo)市場(chǎng)細(xì)分缺乏科學(xué)性，理賠環(huán)節(jié)客戶滿意度偏低。同時(shí)，渠道建設(shè)和客戶服務(wù)等方面也有待提高。 本文運(yùn)用現(xiàn)代市場(chǎng)營(yíng)銷學(xué)理論，對(duì)Z保險(xiǎn)公司市場(chǎng)營(yíng)銷環(huán)境進(jìn)行分析，指出該公司車險(xiǎn)業(yè)務(wù)市場(chǎng)營(yíng)銷現(xiàn)存的問(wèn)題，提出了Z保險(xiǎn)公司應(yīng)選擇的市場(chǎng)化、差異化的車險(xiǎn)業(yè)務(wù)市場(chǎng)營(yíng)銷策略。
[Abstract]:In the past few years, the auto market in China has experienced a period of rapid development, and the number of domestic cars has been rising. The rapid growth of car ownership has also led to the prosperity of the motor vehicle insurance market. But with the increasing of insurance body and the increasingly fierce market competition, the development of auto insurance business of Z insurance company, as an old state-owned enterprise, has encountered resistance, the premium growth rate has lagged behind the industry growth rate, and the market share has declined year by year. The main reason is that the target market segmentation of Z company is not scientific and the customer satisfaction is low. At the same time, channel construction and customer service and other aspects need to be improved. Based on the modern marketing theory, this paper analyzes the marketing environment of Z insurance company, points out the existing problems in the marketing of auto insurance business of Z insurance company, and puts forward the marketization that Z insurance company should choose. Differentiated vehicle insurance business marketing strategy.
【學(xué)位授予單位】：黑龍江大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F842.3

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