發(fā)布時(shí)間：2018-05-30 13:38

  本文選題：機(jī)動(dòng)車(chē)輛保險(xiǎn) + 營(yíng)銷(xiāo)　； 參考：《哈爾濱理工大學(xué)》2017年碩士論文

【摘要】：中國(guó)汽車(chē)工業(yè)的快速發(fā)展給中國(guó)機(jī)動(dòng)車(chē)輛保險(xiǎn)發(fā)展帶來(lái)了前所未有的機(jī)遇和挑戰(zhàn)。與此同時(shí),不斷加劇的市場(chǎng)競(jìng)爭(zhēng)使得市場(chǎng)參與主體頻頻展開(kāi)價(jià)格戰(zhàn),經(jīng)營(yíng)主體車(chē)險(xiǎn)盈利空間不斷縮小;同時(shí)監(jiān)管部門(mén)有序?qū)嵤┑纳虡I(yè)車(chē)險(xiǎn)條款和費(fèi)率改革全面鋪開(kāi),各主體車(chē)險(xiǎn)經(jīng)營(yíng)面臨著前所未有的壓力和挑戰(zhàn)。各主體面對(duì)發(fā)展?jié)摿�巨大、挑�?zhàn)升級(jí)的保險(xiǎn)市場(chǎng),必須抓住發(fā)展良機(jī),實(shí)施積極的營(yíng)銷(xiāo)策略,改善企業(yè)內(nèi)部管控,提升核心競(jìng)爭(zhēng)力。本文首先對(duì)SH公司車(chē)險(xiǎn)業(yè)務(wù)經(jīng)營(yíng)現(xiàn)狀和營(yíng)銷(xiāo)策略現(xiàn)狀進(jìn)行了分析,并通過(guò)市場(chǎng)調(diào)查研究SH公司車(chē)險(xiǎn)業(yè)務(wù)營(yíng)銷(xiāo)管理中存在的問(wèn)題,問(wèn)題總結(jié)歸納為四方面:產(chǎn)品結(jié)構(gòu)過(guò)于單一,內(nèi)容同質(zhì)化;企業(yè)直銷(xiāo)渠道乏力,過(guò)渡依賴(lài)中介渠道;營(yíng)銷(xiāo)缺乏統(tǒng)一規(guī)劃造成資源投入分散,效果不佳;服務(wù)手段單一,內(nèi)容易被競(jìng)爭(zhēng)對(duì)手模仿。結(jié)合SH公司所處內(nèi)外部環(huán)境,針對(duì)SH公司車(chē)險(xiǎn)業(yè)務(wù)營(yíng)銷(xiāo)管理存在的問(wèn)題,本文對(duì)SH公司營(yíng)銷(xiāo)策略制定提出了六方面建議。對(duì)承保管理、資源配置和理賠管控上實(shí)行精細(xì)化管理。健全車(chē)險(xiǎn)產(chǎn)品體系,包括對(duì)新產(chǎn)品的開(kāi)發(fā),品牌車(chē)險(xiǎn)產(chǎn)品建設(shè),推動(dòng)汽車(chē)金融保險(xiǎn)產(chǎn)品發(fā)展。實(shí)施精準(zhǔn)定價(jià)策略,包括體現(xiàn)風(fēng)險(xiǎn)差異,選擇風(fēng)險(xiǎn)維度;體現(xiàn)渠道差異,區(qū)別定價(jià);貼近市場(chǎng),快速調(diào)整方案。建立多元化營(yíng)銷(xiāo)渠道,包括電銷(xiāo)渠道轉(zhuǎn)型、微信平臺(tái)建設(shè)、移動(dòng)客戶(hù)端建設(shè)。構(gòu)建系統(tǒng)化的營(yíng)銷(xiāo)模式,包括有效投放廣告、公關(guān)宣傳、促銷(xiāo)活動(dòng)。除此之外,本文還提出了SH公司車(chē)險(xiǎn)業(yè)務(wù)營(yíng)銷(xiāo)策略實(shí)施的保障措施,即調(diào)整組織結(jié)構(gòu),強(qiáng)化人才培養(yǎng),強(qiáng)化信息技術(shù)的運(yùn)用。以上一系列研究,旨在總結(jié)過(guò)去數(shù)年來(lái),上海車(chē)險(xiǎn)市場(chǎng)的運(yùn)行規(guī)律,以及SH分公司在車(chē)險(xiǎn)營(yíng)銷(xiāo)管理方面的經(jīng)驗(yàn)和教訓(xùn),提出在機(jī)動(dòng)車(chē)輛保險(xiǎn)面臨新常態(tài)下如何通過(guò)加強(qiáng)內(nèi)部管理,如何在產(chǎn)品、定價(jià)、渠道、服務(wù)方面進(jìn)行改進(jìn)等,這將是未來(lái)機(jī)動(dòng)車(chē)輛保險(xiǎn)營(yíng)銷(xiāo)管理實(shí)現(xiàn)新突破的關(guān)鍵。
[Abstract]:The rapid development of China's automobile industry has brought unprecedented opportunities and challenges to the development of motor vehicle insurance in China. At the same time, the increasing market competition has made the market participants frequently launch price wars, and the profit space of the main body of business auto insurance has been shrinking. At the same time, the reform of commercial auto insurance clauses and rates that the regulatory authorities have carried out in an orderly manner has been carried out in a comprehensive way. Each main body car insurance management is facing unprecedented pressure and challenge. Facing the huge development potential and the challenge of the insurance market, the main body must seize the opportunity of development, implement the positive marketing strategy, improve the internal control of the enterprise, and enhance the core competitiveness. Firstly, this paper analyzes the current situation of auto insurance business and marketing strategy of SH Company, and studies the problems existing in the marketing management of auto insurance business of SH Company through market investigation. The problems are summed up in four aspects: the product structure is too single, Homogeneity of content; lack of direct marketing channels, excessive reliance on intermediary channels; lack of unified marketing planning results in scattered resources, poor results; single service means, easy to be copied by competitors. Combined with the internal and external environment of SH Company, aiming at the problems in the marketing management of SH Company's auto insurance business, this paper puts forward six suggestions on the formulation of SH company's marketing strategy. Implement fine management on underwriting management, resource allocation and claim control. Improve the auto insurance product system, including the development of new products, brand auto insurance products construction, promote the development of auto finance and insurance products. Implement the accurate pricing strategy, including reflecting the risk difference, choosing the risk dimension; embodying the channel difference, distinguishing the pricing; close to the market, adjusting the scheme quickly. Establish diversified marketing channels, including marketing channel transformation, WeChat platform construction, mobile client construction. Build a systematic marketing model, including effective advertising, public relations publicity, promotional activities. In addition, this paper also puts forward the guarantee measures for the implementation of the marketing strategy of auto insurance business in SH Company, that is, to adjust the organizational structure, strengthen the training of talents, and strengthen the application of information technology. The purpose of the above studies is to summarize the operating rules of Shanghai auto insurance market in the past few years, as well as the experiences and lessons of SH branch in auto insurance marketing management. This paper puts forward how to strengthen internal management, how to improve products, pricing, channels and services under the new normal situation of motor vehicle insurance, which will be the key to achieve a new breakthrough in marketing management of motor vehicle insurance in the future.
【學(xué)位授予單位】：哈爾濱理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F842.634

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