發(fā)布時間：2018-09-08 08:29

【摘要】：當前經(jīng)濟發(fā)展態(tài)勢穩(wěn)中趨緩,經(jīng)濟結(jié)構(gòu)仍處于調(diào)整轉(zhuǎn)型階段。財產(chǎn)保險行業(yè)的發(fā)展與宏觀經(jīng)濟環(huán)境息息相關(guān),宏觀經(jīng)濟的持續(xù)下行將給財險業(yè)的發(fā)展帶來嚴峻考驗。受車輛購置稅優(yōu)惠政策減弱的影響,企業(yè)投保意愿下降,新車銷量增速預(yù)計將會明顯回落,車險市場增速將進一步放緩。受市場競爭加劇、財政支持政策收緊、合規(guī)經(jīng)營壓力等多重因素影響,農(nóng)險業(yè)務(wù)發(fā)展也將面臨很大的挑戰(zhàn),企財險等傳統(tǒng)財產(chǎn)險業(yè)務(wù)發(fā)展仍將十分乏力,在經(jīng)營效益方面行業(yè)市場費用率仍將維持高位。保險公司兩極分化更加嚴重,大公司利用成本管控與渠道優(yōu)勢,競爭優(yōu)勢更加突顯,而中小公司承保虧損嚴重,發(fā)展舉步維艱。商車費改進一步深化之后,大公司的成本優(yōu)勢、定價優(yōu)勢、品牌優(yōu)勢進一步提升,強者恒強的馬太效應(yīng)還會更加顯著,眾多中小公司將面臨生死抉擇。這種環(huán)境下,如何充分利用互聯(lián)網(wǎng)、云計算、大數(shù)據(jù)、物聯(lián)網(wǎng)等新技術(shù)加強企業(yè)精準營銷就愈加迫切和緊急。財險企業(yè)的生存與發(fā)展,就要考慮資源的合理利用,發(fā)揮最大化價值,同時要爭取到市場空間,就需要找尋到細分市場,要提供滿足客戶需求的產(chǎn)品和服務(wù),要結(jié)合自身實力構(gòu)建營銷生態(tài)體系。本文以Z保險公司為案例進行了一些有益的探索,希望對行業(yè)發(fā)展有所啟發(fā)。本文在結(jié)構(gòu)上分三大部分共6章。第一部分主要是背景及相關(guān)理論基礎(chǔ)介紹,由第1-2章構(gòu)成,第1章導論部分主要介紹了研究的基本情況,第2章對主要概念以及大數(shù)據(jù)背景下精準營銷的必要性和意義分析;第二部分是主干部分,內(nèi)容包括第3-5章共3章內(nèi)容,其中第3章主要對案例進行剖析,分析Z保險公司營銷的現(xiàn)狀、存在問題,第4章針對大數(shù)據(jù)時代為何進行精準營銷進行了論述,對提升營銷能力進行了探索,第5章就實施精準營銷的主要措施進行了探討;第三部分也就是第6章對全文進行了小結(jié),對未來研究進行展望。本文以案例為研究對象,以精準營銷相關(guān)理論為指導,對Z保險公司的現(xiàn)狀分析基礎(chǔ)上提出精準營銷的設(shè)計思路以及應(yīng)用,并結(jié)合實際,從客戶為中心、搭建大數(shù)據(jù)生態(tài)平臺、強化創(chuàng)新升級以及全新渠道及團隊再建提出保障措施及建議。
[Abstract]:The current economic development trend is steady and the economic structure is still in the stage of adjustment and transformation. The development of the property insurance industry is closely related to the macroeconomic environment. The sustained decline of the macro-economy will bring a severe test to the development of the property insurance industry. Companies are less willing to take out insurance on the back of weaker tax incentives for vehicle purchases. New car sales are expected to slow sharply and the auto insurance market will slow further. Affected by the intensification of market competition, the tightening of financial support policies, and the pressure of compliance, the development of agricultural insurance business will also face great challenges. The development of traditional property insurance businesses such as enterprise property insurance will still be very weak. In the operating efficiency of the industry market cost rate will remain high. The polarization of insurance companies is more serious, large companies take advantage of cost control and channel advantages, the competitive advantage is more prominent, while small and medium-sized companies underwriting losses are serious, development is difficult. After the further deepening of the reform of commercial fares, the cost advantage, pricing advantage and brand advantage of large companies will be further enhanced, and the Matthew effect of the strong company will be more significant, and many small and medium-sized companies will face the choice of life and death. In this environment, how to make full use of the Internet, cloud computing, big data, Internet of things and other new technologies to enhance enterprise precision marketing is increasingly urgent and urgent. For the survival and development of property insurance enterprises, it is necessary to consider the rational utilization of resources and maximize the value. At the same time, in order to gain market space, we need to find a market segment and provide products and services that meet the needs of our customers. Must combine own strength to construct the marketing ecology system. In this paper, Z insurance company as a case for some useful exploration, hoping to inspire the development of the industry. The structure of this paper is divided into three parts and six chapters. The first part is the introduction of background and related theories, which is composed of chapter 1-2, the introduction of chapter 1 mainly introduces the basic situation of the research, the second chapter analyzes the main concepts and the necessity and significance of precision marketing under the background of big data; The second part is the trunk part, which includes 3-5 chapters and 3 chapters, in which the third chapter mainly analyzes the case, analyzes the current situation of Z insurance company marketing, and analyzes the existing problems. The fourth chapter discusses why big data carried out precision marketing in the era of big data, explores how to improve marketing ability, and discusses the main measures to implement precision marketing in chapter 5. The third part, chapter 6, summarizes the full text. The future research is prospected. This article takes the case as the research object, takes the precision marketing correlation theory as the instruction, proposes the precision marketing design thought and the application based on the Z insurance company's present situation analysis, and unifies the reality, from the customer as the center, builds big data ecological platform, Strengthen innovation and upgrade as well as new channels and team building to provide safeguards and suggestions.
【學位授予單位】：南昌大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F842.3;F274

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