發(fā)布時間：2018-01-15 11:46

  本文關(guān)鍵詞：中國太平洋財產(chǎn)保險股份有限公司深圳分公司市場營銷策略研究　出處：《長沙理工大學(xué)》2011年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 太平洋產(chǎn)險深圳分公司 市場營銷策略 市場定位 SWOT分析

【摘要】：經(jīng)過近20年的快速發(fā)展,太平洋產(chǎn)險深圳分公司已經(jīng)初步建立了較為完整的市場營銷體系,但仍存在一些不容忽視的問題,如市場定位不夠明確,營銷理念落后;營銷渠道單一,促銷手段效率低下等。因此,不斷創(chuàng)新和拓展保險營銷理念,構(gòu)建吻合太平洋產(chǎn)險深圳分公司實際的市場營銷策略,確保公司在深圳產(chǎn)險業(yè)中的優(yōu)勢地位,已成為該公司持續(xù)發(fā)展中的一個重要課題。 深圳國民經(jīng)濟的持續(xù)快速發(fā)展與日趨完善的保險法律法規(guī)和產(chǎn)業(yè)政策,為產(chǎn)險業(yè)的發(fā)展提供了堅實的經(jīng)濟基礎(chǔ)與制度保障,太平洋產(chǎn)險深圳分公司具有較大的市場機會。同時,由于深圳在中國經(jīng)濟改革與發(fā)展中的特殊地位與作用,產(chǎn)險市場的供給主體將會逐漸增多,深圳分公司將面臨更加激烈的市場競爭,公司產(chǎn)品設(shè)計、市場營銷、售后服務(wù)等將面臨挑戰(zhàn)�；�于太平洋產(chǎn)險深圳分公司的產(chǎn)品、品牌、服務(wù)網(wǎng)絡(luò)等方面的競爭實力與市場知名度,公司應(yīng)確定和實施平安產(chǎn)險“挑戰(zhàn)者”的競爭策略;同時,根據(jù)深圳分公司原有客戶結(jié)構(gòu)與競爭優(yōu)勢,在市場定位上以個人、中小型私營企業(yè)和政府部門等重點客戶群。 基于4P_S、4C_S和4R_S營銷理論的主要觀點,太平洋產(chǎn)險深圳分公司應(yīng)構(gòu)建以“顧客為導(dǎo)向”的整合營銷策略:(1)基于市場需求的動態(tài)變化,實施產(chǎn)品創(chuàng)新策略;實施產(chǎn)品組合策略,不斷延伸出新的產(chǎn)品;(2)根據(jù)顧客、地域和險種等的不同,制定和實施差異性價格策略。(3)進一步完善以直接渠道為主,中間渠道(保險代理人和保險經(jīng)紀(jì)人)為輔的營銷渠道模式;創(chuàng)新保險銷售模式,推動保險直復(fù)營銷的運用與發(fā)展。(4)構(gòu)建人員推銷、廣告、公共關(guān)系和營業(yè)推廣“四位一體”的促銷體系,有效提供保險信息和引導(dǎo)、激發(fā)保險消費。(5)樹立服務(wù)至上的理念,實施規(guī)范服務(wù)標(biāo)準(zhǔn)化管理;加強售后服務(wù)與提高理賠質(zhì)量,提高公司市場聲譽。 為確保上述營銷策略框架的實施,太平洋產(chǎn)險深圳分公司應(yīng)構(gòu)建與之相應(yīng)的保障措施,如如建立快速應(yīng)變機制、重組公司業(yè)務(wù)流程與組織架構(gòu)、組建高素質(zhì)的營銷隊伍、完善人力資源管理體系等。
[Abstract]:After nearly 20 years of rapid development, Pacific property Insurance Shenzhen Branch has initially established a relatively complete marketing system, but there are still some problems that can not be ignored, such as market positioning is not clear enough. Backward marketing concept; The marketing channel is single, the promotion means is inefficient and so on. Therefore, continuously innovates and expands the insurance marketing idea, constructs conforms to the Pacific property insurance Shenzhen branch actual marketing strategy. To ensure the advantage of the company in Shenzhen property insurance industry has become an important issue in the sustainable development of the company. The sustained and rapid development of Shenzhen's national economy and the increasingly perfect insurance laws, regulations and industrial policies provide a solid economic base and institutional guarantee for the development of the property insurance industry. At the same time, due to the special position and role of Shenzhen in China's economic reform and development, the supply of the property insurance market will gradually increase. Shenzhen Branch will face more fierce market competition, company product design, marketing, after-sales service and so on will face challenges. Based on Pacific property Insurance Shenzhen Branch products, brands. Service network and other aspects of the competitive strength and market awareness, the company should determine and implement Ping an property insurance "challenger" competition strategy; At the same time, according to the original customer structure and competitive advantage of Shenzhen Branch, the market positioning is focused on individuals, small and medium-sized private enterprises, government departments and other key customer groups. Based on the main points of view of 4PSP s and 4RS marketing theory. Pacific property Insurance Shenzhen Branch should build a "customer-oriented" integrated marketing strategy: 1) based on the dynamic changes of market demand, implement product innovation strategy; Implement product combination strategy and extend new products constantly; Second, according to the customers, regions and different types of insurance, the formulation and implementation of differential pricing strategy. 3) to further improve the direct channels. Middle channel (insurance agent and insurance broker) as supplementary marketing channel mode; Innovation insurance sales model, promote the use and development of direct insurance marketing. 4) build a personnel marketing, advertising, public relations and business promotion "four-in-one" promotion system, effectively provide insurance information and guidance. Stimulate insurance consumption. 5) set up the concept of service first, implement standardized service management; Strengthen after-sales service and improve the quality of claims, improve the company's reputation in the market. In order to ensure the implementation of the above marketing strategy framework, Pacific property Insurance Shenzhen Branch should build corresponding safeguards, such as the establishment of a rapid response mechanism, reorganization of the company's business processes and organizational structure. Set up high-quality marketing team, perfect human resource management system and so on.
【學(xué)位授予單位】：長沙理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2011
【分類號】：F842

【引證文獻】

相關(guān)期刊論文 前1條

1 王笑宇;;新環(huán)境下團體保險的營銷攻略研究[J];商;2013年15期

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本文編號：1428200