本文選題：設(shè)備保險(xiǎn)　切入點(diǎn)：營銷現(xiàn)狀　出處：《吉林財(cái)經(jīng)大學(xué)》2017年碩士論文

【摘要】：近幾年我國實(shí)體經(jīng)濟(jì)飛速發(fā)展,金融、保險(xiǎn)行業(yè)在經(jīng)濟(jì)騰飛的背景下取得了極大的進(jìn)步。但財(cái)產(chǎn)保險(xiǎn)當(dāng)中的設(shè)備保險(xiǎn)相比壽險(xiǎn)、車險(xiǎn)等發(fā)達(dá)成熟險(xiǎn)種,沒有得到足夠的重視,發(fā)展較為緩慢。財(cái)產(chǎn)保險(xiǎn)公司想要擴(kuò)大設(shè)備保險(xiǎn)市場,增加這一險(xiǎn)種的保費(fèi)收入,除了依靠國家出臺相關(guān)的政策和法律法規(guī),更應(yīng)該利用現(xiàn)有設(shè)備保險(xiǎn)市場的優(yōu)勢,挖掘營銷渠道,主動發(fā)揮設(shè)備保險(xiǎn)市場的巨大潛力,抓住機(jī)遇,開拓市場。同時(shí)保險(xiǎn)公司制定有特色的并且與公司情況相吻合的營銷策略,在適應(yīng)市場上更進(jìn)一步,將會有效地提高設(shè)備保險(xiǎn)的保費(fèi)收入,對開拓設(shè)備保險(xiǎn)市場具有重要意義。本文以永誠財(cái)產(chǎn)保險(xiǎn)公司賓縣分公司設(shè)備保險(xiǎn)為研究對象,分析現(xiàn)有設(shè)備保險(xiǎn)產(chǎn)品現(xiàn)狀,建立符合永誠保險(xiǎn)公司賓縣分公司設(shè)備保險(xiǎn)的營銷策略,其研究結(jié)果對永誠財(cái)產(chǎn)保險(xiǎn)公司賓縣分公司的市場開拓、公司發(fā)展規(guī)劃具有參考價(jià)值和意義。本文分為七章,三個(gè)部分,第一部分主要表明本文的研究意義與研究背景,借鑒國內(nèi)外研究經(jīng)驗(yàn)和研究結(jié)論,確定本文的理論依據(jù)、研究內(nèi)容和研究方法;第二部分以永誠財(cái)產(chǎn)保險(xiǎn)公司賓縣分公司的營銷現(xiàn)狀為切入點(diǎn),對永誠財(cái)產(chǎn)保險(xiǎn)公司賓縣分公司的基本情況作了介紹,以永誠財(cái)產(chǎn)保險(xiǎn)公司賓縣分公司的設(shè)備保險(xiǎn)為主要研究內(nèi)容,以市場營銷相關(guān)理論為考察依據(jù),對永誠財(cái)產(chǎn)保險(xiǎn)公司賓縣分公司的設(shè)備保險(xiǎn)的優(yōu)勢和存在的問題進(jìn)行分析,對該公司設(shè)備保險(xiǎn)進(jìn)行營銷戰(zhàn)略定位,對設(shè)備保險(xiǎn)的市場進(jìn)行細(xì)分,制定該公司設(shè)備保險(xiǎn)的營銷策略。第三部分以前兩部分的分析和研究為基礎(chǔ),提出永誠財(cái)產(chǎn)保險(xiǎn)公司賓縣分公司設(shè)備保險(xiǎn)營銷策略實(shí)施的保障措施以及對研究成果的總結(jié)。
[Abstract]:In recent years, with the rapid development of the real economy in our country, the financial and insurance industries have made great progress in the background of economic take-off. However, the equipment insurance in property insurance has not received enough attention compared with the developed and mature types of insurance, such as life insurance, car insurance, etc. Property insurance companies want to expand the equipment insurance market and increase the premium income of this kind of insurance. In addition to relying on the relevant policies and laws and regulations issued by the state, property insurance companies should also take advantage of the existing equipment insurance market. Tap marketing channels, take the initiative to bring the huge potential of the equipment insurance market into full play, seize the opportunity, and open up the market. At the same time, the insurance companies will formulate marketing strategies that are characteristic and consistent with the company's situation, so as to further adapt to the market. It will effectively increase the premium income of the equipment insurance, and will be of great significance to the development of the equipment insurance market. This paper takes the equipment insurance of Binxian Branch of Yongcheng property Insurance Company as the research object, and analyzes the present situation of the existing equipment insurance products. The marketing strategy of equipment insurance in Binxian Branch of Yongcheng Insurance Company is established. The research results have reference value and significance for the market development and development planning of Binxian Branch of Yongcheng property Insurance Company. This paper is divided into seven chapters. The first part mainly shows the research significance and background of this paper, draws lessons from the domestic and foreign research experience and the research conclusion, determines the theoretical basis, the research content and the research method of this article; The second part introduces the basic situation of Binxian branch of Yongcheng property insurance company based on the marketing situation of Binxian branch of Yongcheng property insurance company. Taking the equipment insurance of Binxian branch of Yongcheng property insurance company as the main research content, based on the relevant theories of marketing, this paper analyzes the advantages and problems of the equipment insurance of Binxian branch of Yongcheng property insurance company. The marketing strategy of the equipment insurance of the company is positioned, the market of the equipment insurance is segmented, and the marketing strategy of the equipment insurance of the company is formulated. The third part is based on the analysis and research of the former two parts. This paper puts forward the guarantee measures of the equipment insurance marketing strategy of Binxian Branch of Yongcheng property Insurance Company and the summary of the research results.
【學(xué)位授予單位】：吉林財(cái)經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F842.3;F274

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