本文選題：車輛保險(xiǎn) + SWOT分析營(yíng)銷策略　； 參考：《西安理工大學(xué)》2017年碩士論文

【摘要】：伴隨著咸陽經(jīng)濟(jì)的快速發(fā)展,消費(fèi)者對(duì)車輛的需求和風(fēng)險(xiǎn)意識(shí)也在逐漸增強(qiáng),對(duì)車險(xiǎn)產(chǎn)品的要求也越來越高,車險(xiǎn)行業(yè)內(nèi)的競(jìng)爭(zhēng)愈演愈烈主要是由于新型渠道對(duì)傳統(tǒng)營(yíng)銷渠道的劇烈沖擊和全國集團(tuán)化大型財(cái)險(xiǎn)公司進(jìn)駐陜西帶來的競(jìng)爭(zhēng)壓力。ZH保險(xiǎn)咸陽中支公司近年來出現(xiàn)了市場(chǎng)占有率下滑、賠付率升高、利潤(rùn)率下降眾多問題。因此,必須提高核心競(jìng)爭(zhēng)力,改變?cè)袪I(yíng)銷觀念,逐步完善公司的營(yíng)銷體系,利用互聯(lián)網(wǎng)技術(shù)發(fā)掘潛在客戶,制定恰當(dāng)?shù)臓I(yíng)銷方法和高效的信息網(wǎng)絡(luò)鞏固客戶黏性,借助總公司的品牌影響力提高公司在消費(fèi)群體的知名度,開拓更為豐富的組合產(chǎn)品贏得消費(fèi)者的持續(xù)關(guān)注,為公司今后的發(fā)展奠定堅(jiān)實(shí)的基礎(chǔ)。本文以ZH保險(xiǎn)咸陽中支公司為研究對(duì)象,調(diào)查了當(dāng)前公司的營(yíng)銷狀況,從內(nèi)外兩方面分析公司在營(yíng)銷策略方面所存在的主要問題,借助與SWOT法明確了公司今后的營(yíng)銷策略。圍繞ZH保險(xiǎn)咸陽中支公司當(dāng)前所推出的車險(xiǎn)產(chǎn)品,提出了公司的營(yíng)銷目標(biāo),從產(chǎn)品、渠道、價(jià)格、促銷四個(gè)方面制定了新的營(yíng)銷策略:產(chǎn)品方面,進(jìn)行多元化的產(chǎn)品組合,對(duì)現(xiàn)有車險(xiǎn)產(chǎn)品結(jié)合市場(chǎng)需求變動(dòng)進(jìn)行調(diào)整,利用差異化服務(wù)獲取客戶忠誠度;渠道方面,增強(qiáng)傳統(tǒng)渠道,例如車商、電銷的管理,同時(shí)利用先進(jìn)技術(shù)拓展網(wǎng)銷渠道;價(jià)格方面,通過客戶和車型還有產(chǎn)品的上架銷售模式三大因素進(jìn)行細(xì)分制定差異化價(jià)格,將會(huì)對(duì)目標(biāo)市場(chǎng)更具針對(duì)性;促銷方面,結(jié)合當(dāng)前的市場(chǎng)環(huán)境,主要通過公共關(guān)系、廣告宣傳和營(yíng)業(yè)推廣三方面進(jìn)行公司的品牌宣傳和影響力渲染。論文研究成果對(duì)提升ZH保險(xiǎn)咸陽中支公司營(yíng)銷水平,促進(jìn)ZH保險(xiǎn)咸陽中支公司的競(jìng)爭(zhēng)力具有一定的應(yīng)用價(jià)值,對(duì)其他類似公司營(yíng)銷策略的制定也有一定的參考意義。
[Abstract]:With the rapid development of Xianyang economy, consumers' demand for vehicles and their awareness of risks are also gradually increasing, and the requirements for auto insurance products are becoming more and more high. The fierce competition in the auto insurance industry is mainly due to the fierce impact of the new channels on the traditional marketing channels and the competitive pressure brought by the presence of large national property insurance companies in Shaanxi. ZH Insurance Xianyang Central Branch Company has emerged in recent years. The market share has declined. The compensation rate rises, the profit margin drops numerous problems. Therefore, we must improve the core competitiveness, change the original marketing concept, gradually improve the company's marketing system, use Internet technology to explore potential customers, develop appropriate marketing methods and efficient information network to consolidate customer stickiness. With the help of the brand influence of the head office to improve the company's popularity in the consumer group, to develop a richer combination of products to win the continued concern of consumers, for the company's future development to lay a solid foundation. Taking the ZH insurance Xianyang Central Branch Company as the research object, this paper investigates the current marketing situation of the company, analyzes the main problems existing in the marketing strategy of the company from both inside and outside, and clarifies the company's marketing strategy in the future with the help of the method of SWOT. Focusing on the car insurance products currently introduced by ZH Insurance Xianyang Central Branch Company, this paper puts forward the company's marketing objectives, and formulates new marketing strategies from four aspects: product, channel, price and promotion: product aspect, diversified product mix, Adjust the existing auto insurance products in combination with market demand change, use differentiated services to obtain customer loyalty, enhance the management of traditional channels, such as car dealers, electric sales, and use advanced technology to expand the network marketing channels, in the aspect of channels, strengthen the management of traditional channels, such as car dealers, electric sales, and use advanced technology to expand the network marketing channels. In terms of price, the differential pricing will be more targeted to the target market by subdividing the three major factors of customers, models and the on-shelf sales model of the products. In terms of promotion, combining with the current market environment, mainly through public relations, Advertising and business promotion of the company's three aspects of brand publicity and impact rendering. The research results of this paper have certain application value to improve the marketing level of ZH insurance Xianyang Zhongzhi Company and promote the competitiveness of ZH Insurance Xianyang Central Branch Company, and also have certain reference significance to the formulation of other similar company's marketing strategy.
【學(xué)位授予單位】：西安理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F842.634;F274

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