本文選題：財(cái)產(chǎn)保險(xiǎn) + 營(yíng)銷策略��； 參考：《山東理工大學(xué)》2017年碩士論文

【摘要】：隨著我國(guó)經(jīng)濟(jì)的飛速發(fā)展,中國(guó)保險(xiǎn)業(yè)也不斷繁榮,為適應(yīng)市場(chǎng)經(jīng)濟(jì)的改革發(fā)展,保險(xiǎn)業(yè)的市場(chǎng)化也在不斷增強(qiáng),在市場(chǎng)經(jīng)濟(jì)中占有重要份額。由此相關(guān)的國(guó)內(nèi)財(cái)險(xiǎn)市場(chǎng)格局不斷發(fā)展變化。保險(xiǎn)業(yè)市場(chǎng)化營(yíng)銷理念也日新月異,各保險(xiǎn)公司為發(fā)展壯大,都充分利用自身優(yōu)勢(shì),不斷開拓市場(chǎng),挖掘客戶,適應(yīng)競(jìng)爭(zhēng)的需要。隨著外資保險(xiǎn)公司大量涌入國(guó)內(nèi),帶動(dòng)國(guó)內(nèi)保險(xiǎn)市場(chǎng)不斷開放,市場(chǎng)格局競(jìng)爭(zhēng)性逐步形成,并不斷深化,隨之而來(lái)的問題不斷出現(xiàn),致使市場(chǎng)集中度不斷降低。本文以STP理論與4P理論作為指導(dǎo),在對(duì)濱州保險(xiǎn)市場(chǎng)的實(shí)際調(diào)研分析,首先對(duì)BZAB財(cái)險(xiǎn)公司的營(yíng)銷現(xiàn)狀做出了說(shuō)明,同時(shí)對(duì)BZAB財(cái)險(xiǎn)公司所處的營(yíng)銷環(huán)境從宏觀環(huán)境、行業(yè)競(jìng)爭(zhēng)、內(nèi)部環(huán)境進(jìn)行了分析。其次,運(yùn)用STP理論與4P理論對(duì)公司營(yíng)銷策略從多方面進(jìn)行分析。最后,為BZAB財(cái)險(xiǎn)公司營(yíng)銷策略的實(shí)施制定了如下的保障措施:加強(qiáng)營(yíng)銷隊(duì)伍建設(shè);提升內(nèi)部管理,改善服務(wù)質(zhì)量;建立良好的渠道反饋體系。本文建立在BZAB財(cái)產(chǎn)保險(xiǎn)公司的真是數(shù)據(jù)上進(jìn)行分析研究的,通過對(duì)理論聯(lián)系實(shí)際,對(duì)公司的營(yíng)銷策略進(jìn)行提高與完善,在激烈的市場(chǎng)競(jìng)爭(zhēng)中提升公司競(jìng)爭(zhēng)力與市場(chǎng)份額有一定的指導(dǎo)作用。
[Abstract]:With the rapid development of our country's economy, the insurance industry in China is booming. In order to adapt to the reform and development of the market economy, the marketization of the insurance industry is also increasing, and it occupies an important share in the market economy.As a result, the domestic property insurance market pattern is constantly changing.The marketing concept of insurance market also changes with each passing day. For the development of insurance companies, they all make full use of their own advantages, constantly open up the market, excavate customers and adapt to the needs of competition.With the large influx of foreign insurance companies into China, the domestic insurance market is opening up constantly, and the market pattern of competition is gradually formed and deepened. The following problems appear constantly, which leads to the decrease of market concentration.Under the guidance of STP theory and 4P theory, this paper firstly explains the marketing situation of BZAB property insurance company and the marketing environment of BZAB property insurance company from macro environment and industry competition in the actual investigation and analysis of Penzhou insurance market.The internal environment is analyzed.Secondly, use STP theory and 4 P theory to analyze the company marketing strategy from many aspects.Finally, the following measures are made for the implementation of the marketing strategy of BZAB property insurance company: strengthening the construction of marketing team, improving internal management, improving service quality, and establishing a good channel feedback system.Based on the real data of BZAB property insurance company, this paper analyzes and studies the marketing strategy of the company through the combination of theory and practice.In the fierce market competition to enhance the competitiveness of the company and market share has a certain guiding role.
【學(xué)位授予單位】：山東理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F842.3;F274

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