【摘要】：近幾年,隨著我國經(jīng)濟發(fā)展，人民生活水平不斷提高，風險、理財意識逐漸深入人心，保險需求也日趨強烈，，因此，保險市場業(yè)務(wù)競爭也漸入白熱化，保險公司營銷策略的實施與創(chuàng)新就顯得尤為重要。 本文以上市公司NC保險公司為例，基于市場細分理論、市場定位理論與4P營銷理論，從分析其市場營銷業(yè)績、隊伍、產(chǎn)品等方面入手，總結(jié)市場營銷中存在的主要問題；基于波特五力模型等理論，進行市場競爭環(huán)境分析；最后，從營銷策略的制定、實施和保障等方面，提出以客戶為中心、堅持現(xiàn)有業(yè)務(wù)持續(xù)穩(wěn)定增長、堅持價值和回歸保險本原、堅持變革創(chuàng)新、提升防范化解風險的能力等營銷策略，制定保險專業(yè)化銷售流程體系、提升保險從業(yè)人員綜合素質(zhì)等策略實施保障。
[Abstract]:In recent years, with the economic development of our country, the living standard of the people is constantly improving, the awareness of risk and financial management is gradually deeply rooted in the hearts of the people, and the demand for insurance is becoming stronger and stronger. Therefore, the business competition in the insurance market is becoming more and more intense. The implementation and innovation of marketing strategy of insurance companies is particularly important. Taking NC insurance company of listed company as an example, based on market segmentation theory, market positioning theory and 4p marketing theory, this paper summarizes the main problems existing in marketing from the aspects of marketing performance, team, product and so on. Based on Porter's five-force model, the market competition environment is analyzed. Finally, from the aspects of the formulation, implementation and guarantee of marketing strategy, this paper puts forward taking customers as the center, insisting on the sustained and stable growth of the existing business, insisting on the value and return to the original insurance, and insisting on the reform and innovation. Improve the ability to prevent and resolve risks and other marketing strategies, formulate insurance professional sales process system, improve the comprehensive quality of insurance practitioners and other strategies to implement guarantees.
【學(xué)位授予單位】：黑龍江大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F842.3

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相關(guān)期刊論文 前2條

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