【摘要】：中國汽車市場的蓬勃發(fā)展,給RBX西安分公司機(jī)動(dòng)車保險(xiǎn)業(yè)務(wù)的發(fā)展帶來了良好的機(jī)遇。但近年來機(jī)動(dòng)車輛保險(xiǎn)市場的非理性的價(jià)格競爭、各個(gè)保險(xiǎn)主體持續(xù)增加、擴(kuò)張的白熱化的競爭態(tài)勢,使得曾經(jīng)作為市場領(lǐng)導(dǎo)者的RBX西安分公司機(jī)動(dòng)車輛保險(xiǎn)的市場份額開始逐漸下降,導(dǎo)致其盈利空間持續(xù)萎縮,公司之問的競爭壓力不斷增加,面臨的挑戰(zhàn)形勢日益嚴(yán)峻。本文根據(jù)相關(guān)理論,通過對營銷環(huán)境分析、機(jī)動(dòng)車輛保險(xiǎn)市場結(jié)構(gòu)分析、車險(xiǎn)價(jià)格競爭分析和競爭者分析來闡明RBX西安分公司的營銷環(huán)境。據(jù)此,本文的作者通過積極運(yùn)用在MBA相關(guān)課程上所學(xué)到的知識(shí),同時(shí)借助自身從事保險(xiǎn)監(jiān)管工作的優(yōu)勢,緊密結(jié)合日常工作中的直接體會(huì)提出了分別從尋找微博與微信等新的營銷渠道與平臺(tái)、以差異化為導(dǎo)向開展?fàn)I銷管理、通過代理營銷渠道進(jìn)行貼心服務(wù)、通過以廣告樹立品牌推廣促銷策略等四個(gè)方面全面闡述了RBX西安分公司機(jī)動(dòng)車輛保險(xiǎn)的營銷策略,并認(rèn)為上述策略的應(yīng)用將有助于提高銷售業(yè)績,同時(shí)提高公司盈利水平。最后總結(jié)出營銷策略的研究對公司的發(fā)展具有戰(zhàn)略性的意義,并建議公司成立專門的營銷管理部門做更進(jìn)一步的研究和管理。
[Abstract]:The vigorous development of China's automobile market has brought good opportunities to the development of RBX Xi'an branch motor vehicle insurance business. However, in recent years, with the irrational price competition in the motor vehicle insurance market, the number of insurance agents continues to increase, and the expansion of the insurance market is becoming increasingly competitive. The market share of motor vehicle insurance of RBX Xi'an Branch, once the market leader, began to decline gradually, which led to its profit space shrinking continuously, the competition pressure of the company increasing, and the challenge situation becoming more and more severe. According to the relevant theories, this paper clarifies the marketing environment of RBX Xi'an Branch by analyzing the marketing environment, analyzing the market structure of motor vehicle insurance, analyzing the price competition of automobile insurance and analyzing the competitors. Based on this, the author of this paper actively applies the knowledge learned in the relevant courses of MBA, and at the same time makes use of the advantages of his own work in insurance supervision. In close combination with the direct experience of daily work, this paper puts forward that, from finding new marketing channels and platforms such as Weibo and WeChat, developing marketing management under the guidance of differentiation, and providing close service through agent marketing channels, This paper expounds the marketing strategy of motor vehicle insurance in Xi'an Branch of RBX from four aspects, such as establishing brand by advertising and promoting promotion strategy, and points out that the application of the above strategy will help to improve the sales performance and the profit level of the company at the same time. Finally, it concludes that the research of marketing strategy is of strategic significance to the development of the company, and suggests that the company establish a special marketing management department to do further research and management.
【學(xué)位授予單位】：西北大學(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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