a国产,中文字幕久久波多野结衣AV,欧美粗大猛烈老熟妇,女人av天堂

當前位置:主頁 > 經濟論文 > 保險論文 >

XX公司車險營銷策略研究

發(fā)布時間:2018-11-26 08:52
【摘要】:我國車險市場中,參與市場競爭的財險企業(yè)眾多,但真正能夠在車險業(yè)務中取得贏利的企業(yè)卻非常有限,超過半數的財險企業(yè)車險承保利潤為負數。市場競爭激烈。隨著車險市場的不斷發(fā)展,市場競爭逐步走向規(guī)范有序。作為財險企業(yè)主要保費來源的車險業(yè)務,通過不斷創(chuàng)新營銷渠道,提升營銷部門的市場拓展水平已經成為財險企業(yè)關注的重點問題之一。XX財險信陽支公司是XX財險下屬的三級機構,主要負責信陽區(qū)域內的財產保險業(yè)務。從財產保險各項業(yè)務占比看,車險業(yè)務保費收入占比超九成,是信陽支公司的核心業(yè)務。做好車險營銷,對于信陽支公司而言有著十分重要的現實意義。 本文首先介紹了機動車輛保險的基本概念及與市場營銷中的STP、7Ps和服務營銷相關理論并對車險營銷的相關文獻進行了分析。在此基礎上從公司基本情況、組織架構、車險業(yè)務現狀、車險營銷中存在的問題等方面介紹XX財險信陽支公司營銷現狀。第三,通過運用PEST和SWOT等戰(zhàn)略分析工具,結合信陽支公司營銷現狀,對公司所處的內、外部環(huán)境做了重點分析。研究發(fā)現面對復雜多變的內、外部環(huán)境,信陽支公司在效益優(yōu)先的前提下應細分目標市場,不斷推進渠道創(chuàng)新,實施差異化的競爭策略。據此,本文對XX財險信陽支公司車險業(yè)務的營銷策略展開研究。通過市場細分策略,提出信陽支公司應重點選擇信陽城區(qū)及東部縣區(qū)“80后”年輕車主作為目標客戶群,運用公司先進的電話、網絡營銷平臺,開發(fā)個性化產品,樹立產品品牌形象,鞏固公司在信陽車險市場地位。在明確市場定位及目標客戶群之后,本文根據7Ps理論,從產品、價格、渠道、促銷等方面重點分析了信陽支公司的營銷策略,并提出了相應的保障措施。
[Abstract]:In the automobile insurance market of our country, there are many property insurance enterprises participating in the market competition, but the enterprises that can make profits in the automobile insurance business are very limited, and more than half of the property insurance enterprises have negative underwriting profits. The market is highly competitive. With the continuous development of the auto insurance market, the market competition is gradually moving towards standard and orderly. As the main source of insurance premiums for property insurance enterprises, auto insurance business, through continuous innovation marketing channels, Improving the market expansion level of the marketing department has become one of the key issues that the property insurance enterprises pay attention to. The XX property insurance Xinyang branch company is the third level organization under the XX property insurance mainly responsible for the property insurance business in Xinyang area. From the property insurance business accounts for more than 90% of the insurance premium income is the core business of Xinyang branch company. Good car insurance marketing, for Xinyang branch company has a very important practical significance. This paper first introduces the basic concept of motor vehicle insurance and the related theories of STP,7Ps and service marketing in marketing, and analyzes the related literature of auto insurance marketing. On this basis from the company's basic situation, organizational structure, car insurance business status, auto insurance marketing problems and other aspects of XX property insurance Xinyang branch company marketing situation. Third, through the use of PEST and SWOT and other strategic analysis tools, combined with the Xinyang branch company marketing situation, the company's internal and external environment is analyzed emphatically. It is found that in the face of complex internal and external environment, Xinyang branch company should subdivide the target market, promote channel innovation and implement differentiated competition strategy under the premise of priority of benefit. Based on this, this paper studies the marketing strategy of the auto insurance business of XX property Insurance Xinyang Branch Company. Through the strategy of market segmentation, the paper puts forward that Xinyang branch company should focus on selecting young car owners of "post-80s" in Xinyang city and eastern counties as the target customer group, using the company's advanced telephone and network marketing platform to develop personalized products. Establish product brand image, consolidate the company in Xinyang auto insurance market position. Based on the theory of 7Ps, this paper analyzes the marketing strategy of Xinyang branch company from the aspects of product, price, channel and promotion, and puts forward the corresponding safeguard measures.
【學位授予單位】:陜西師范大學
【學位級別】:碩士
【學位授予年份】:2014
【分類號】:F274;F842.3

【參考文獻】

相關期刊論文 前10條

1 王筍;論車險放開經營后的競爭成本與營銷機制[J];保險研究;2003年08期

2 李有祥;張國武;;我國非壽險縱向產業(yè)鏈整合問題探討[J];保險研究;2010年03期

3 賴運南;;淺談車輛保險營銷模式與理念的創(chuàng)新[J];海南金融;2006年01期

4 鄭小翠;張宇探;曾娟;;我國車險營銷模式問題的探討[J];科技創(chuàng)業(yè)月刊;2007年10期

5 王洪濤;;車險的大數據營銷[J];通信世界;2013年10期

6 朱正;;日本車險市場發(fā)展之啟示[J];上海保險;2010年07期

7 白玉瑋;劉楊;;車險電話營銷渠道芻議[J];現代財經(天津財經大學學報);2010年06期

8 劉娜;論車險需要差異化經營[J];中國保險管理干部學院學報;2003年05期

9 朱俊生;;回歸價格競爭 打破渠道壟斷——解析車險電話營銷的重要意義[J];中國保險;2008年03期

10 白玉瑋;劉楊;;影響電話營銷車險業(yè)務發(fā)展的主要因素分析[J];中國集體經濟;2008年21期

,

本文編號:2358038

資料下載
論文發(fā)表

本文鏈接:http://www.wukwdryxk.cn/jingjilunwen/bxjjlw/2358038.html


Copyright(c)文論論文網All Rights Reserved | 網站地圖 |

版權申明:資料由用戶e7fa1***提供,本站僅收錄摘要或目錄,作者需要刪除請E-mail郵箱bigeng88@qq.com
国产精品久久久久毛片| 激情熟妇| 国产真人无遮挡作爱免费视频| 日韩在线卡2卡3卡4卡5卡免费| 在教室伦流澡到高潮H强圩电影 | 国产婷婷色综合AV性色AV| 久久黄视频| 欧美猛交免费| 九九九全国免费视频| 免费A级毛片无码无遮挡| 亚洲乳大丰满中文字幕| 日韩精品无码一区二区三区不卡| 精品人成视频免费国产| 司美格鲁肽多少钱一支| 日韩av在线直播| 牲欲强的熟妇农村老妇女视频| 国产三级不卡在线观看视频| 天天做日日做天天添天天欢公交车| 狠狠色综合久久久久尤物| 中文天堂网在线最新版| 欧美白人最猛性xxxxx| r级无码福利电影在线观看| 中文字幕乱码熟妇五十中出| 亚洲日韩精品无码专区| 国产av一区二区三区天堂综合网| 亚洲伊人色欲综合网| 无码高潮少妇毛多水多水| 久久这里精品国产99丫e6| 色视频无码专区在线观看| 国产精品国产三级区别第一集 | 无码AⅤ精品一区二区三区浪潮| 小辣椒福利视频导航| 制服丝袜天堂国产日韩| 亚洲亚洲人成网站网址| 国产精品无码专区在线观看| 新版天堂资源在线| 97网站| 亚洲精品主播一区二区三区| 白色丝袜| 99久久精品国产| a国产|