本文選題：財(cái)產(chǎn)保險(xiǎn)　切入點(diǎn)：SWOT分析　出處：《山東理工大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：近幾年我國(guó)財(cái)險(xiǎn)行業(yè)不斷快速發(fā)展,根據(jù)我國(guó)保監(jiān)會(huì)2016年1-9月數(shù)據(jù)顯示,2016年1-9月產(chǎn)險(xiǎn)公司原保險(xiǎn)保費(fèi)收入6824.84億元,同比增長(zhǎng)8.97%;2015年被稱為保險(xiǎn)行業(yè)的開元年;2016年各財(cái)險(xiǎn)公司保監(jiān)局在所在省份陸續(xù)組織召開學(xué)習(xí)貫徹《各省保險(xiǎn)業(yè)發(fā)展第十三個(gè)五年規(guī)劃綱要》動(dòng)員大會(huì)促進(jìn)各省保險(xiǎn)業(yè)發(fā)展。隨著對(duì)外開放不斷深入,財(cái)險(xiǎn)業(yè)務(wù)的專業(yè)化、一體化程度不斷提高。專業(yè)的服務(wù)體驗(yàn)和一體化服務(wù)成為財(cái)險(xiǎn)業(yè)務(wù)的主導(dǎo);相對(duì)而言,國(guó)內(nèi)財(cái)險(xiǎn)公司無論在經(jīng)營(yíng)發(fā)展水平、人員素質(zhì)、業(yè)務(wù)交叉程度及綜合業(yè)務(wù)的服務(wù)模式等方面,與國(guó)際大型綜合性保險(xiǎn)機(jī)構(gòu)相比,都存在較大差距。從國(guó)內(nèi)來看,各大各大銀行、證券等金融機(jī)構(gòu)不斷擴(kuò)張業(yè)務(wù)范圍,不再局限于原有的經(jīng)營(yíng)范圍,而是朝著多元化的方向發(fā)展,截止目前有200家公司排隊(duì)靜候保險(xiǎn)牌照,財(cái)險(xiǎn)市場(chǎng)競(jìng)爭(zhēng)十分激烈。面對(duì)內(nèi)外發(fā)展機(jī)遇與威脅,進(jìn)行財(cái)險(xiǎn)營(yíng)銷業(yè)務(wù)營(yíng)銷策略的創(chuàng)新和探索,是我國(guó)財(cái)險(xiǎn)公司的當(dāng)務(wù)之急。PASD公司在國(guó)內(nèi)財(cái)險(xiǎn)行業(yè)處于第一梯隊(duì),在財(cái)險(xiǎn)業(yè)務(wù)營(yíng)銷上積累了一定的經(jīng)驗(yàn),但隨著國(guó)家近幾年不斷對(duì)保險(xiǎn)行業(yè)實(shí)施規(guī)范、改革,國(guó)內(nèi)巨大的財(cái)險(xiǎn)市場(chǎng),讓競(jìng)爭(zhēng)者和潛在進(jìn)入者躍躍欲試,激烈的競(jìng)爭(zhēng)環(huán)境讓財(cái)險(xiǎn)行業(yè)變幻無常。本文對(duì)PASD公司財(cái)險(xiǎn)業(yè)務(wù)營(yíng)銷策略的研究,是對(duì)當(dāng)前的競(jìng)爭(zhēng)環(huán)境下營(yíng)銷優(yōu)化策略的探索,對(duì)于豐富財(cái)險(xiǎn)行業(yè)新形勢(shì)下營(yíng)銷策略有著重要的意義。同時(shí),對(duì)PASD公司財(cái)險(xiǎn)營(yíng)銷中現(xiàn)實(shí)問題的解決,具有指導(dǎo)與實(shí)踐意義。本文將以PASD公司為例,從產(chǎn)品策略、渠道策略、營(yíng)銷業(yè)績(jī)和營(yíng)銷隊(duì)伍幾個(gè)方面,來分析PASD公司的財(cái)險(xiǎn)業(yè)務(wù)營(yíng)銷現(xiàn)狀,運(yùn)用SWOT分析法,分析PASD公司的優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)和威脅,在全面對(duì)公司分析的基礎(chǔ)上,本文得到了公司內(nèi)部存在代理人素質(zhì)行為欠規(guī)范、客戶挖掘與保留能力欠缺、網(wǎng)絡(luò)營(yíng)銷渠道建設(shè)不完善、綜合性人才缺失和激勵(lì)體制及管理責(zé)任落后等問題;在明確PASD公司的優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)和威脅,以及在財(cái)險(xiǎn)業(yè)務(wù)營(yíng)銷中存在的問題,結(jié)合4P營(yíng)銷組合理論,探討PASD公司的財(cái)險(xiǎn)營(yíng)銷策略,本文對(duì)PASD公司財(cái)險(xiǎn)業(yè)務(wù)營(yíng)銷策略的探討,并不是事無巨細(xì)的從各個(gè)方面進(jìn)行探討,而是基于PASD公司的SWOT分析和發(fā)展存在問題,有針對(duì)性的提出營(yíng)銷策略,至于一般性的策略,本文并沒有著重探討;任何策略的實(shí)施都必須配備必要的保障措施,本文將從互聯(lián)網(wǎng)、數(shù)據(jù)、客戶、結(jié)構(gòu)和營(yíng)銷隊(duì)伍等幾個(gè)方面,對(duì)PASD公司財(cái)險(xiǎn)業(yè)務(wù)營(yíng)銷策略提供保障措施,希望通過本文的探討研究,提高PASD公司的市場(chǎng)競(jìng)爭(zhēng)力,實(shí)現(xiàn)成為所在區(qū)域領(lǐng)導(dǎo)者的戰(zhàn)略目標(biāo)。
[Abstract]:In recent years, the property insurance industry in China has been developing rapidly. According to the data of China Insurance Regulatory Commission from 2016 to September, the original insurance premium income of property insurance companies in 2016 was six hundred and eighty-two billion four hundred and eighty-four million yuan. 2015 was called the opening year of the insurance industry. In 2016, the Bureau of Insurance and Supervision of property Insurance companies in their provinces successively organized to study and implement the 13th Five-Year Plan outline for the Development of the Insurance Industry in various provinces, and mobilized the general meeting to promote the protection of all provinces. The development of the insurance industry. With the deepening of the opening to the outside world, The specialization of property insurance business, the degree of integration, the professional service experience and the integrated service become the dominant of the property insurance business. In contrast, the domestic property insurance company, regardless of the level of management and development, the quality of personnel, There is a big gap between the degree of business crossover and the service mode of comprehensive business compared with the large international comprehensive insurance institutions. From the domestic point of view, the major banks, securities and other financial institutions continue to expand their business scope. No longer limited to the original business scope, but towards the direction of diversification. Up to now, there are 200 companies waiting for insurance licences, and the property insurance market is very competitive. Facing the opportunities and threats of internal and external development, To innovate and explore the marketing strategy of property insurance business is the top priority of our country's property insurance company. PASD is in the first echelon in the domestic property insurance industry, and has accumulated some experience in the property insurance business marketing. But as the country has continued to regulate and reform the insurance industry in recent years, the huge domestic property insurance market has made competitors and potential entrants eager to try it. The fierce competition environment makes the property insurance industry fickle. The research on the marketing strategy of the property insurance business of PASD Company is the exploration of the marketing optimization strategy under the current competitive environment. It is of great significance to enrich the marketing strategy of the property insurance industry under the new situation. At the same time, it is of guiding and practical significance to solve the real problems in the property insurance marketing of PASD Company. This paper will take PASD Company as an example, from the product strategy, channel strategy, Marketing performance and marketing team to analyze the PASD company's property insurance business marketing status, using SWOT analysis, analysis of PASD's strengths, weaknesses, opportunities and threats, on the basis of a comprehensive analysis of the company, In this paper, there are some problems in the company, such as the understandard behavior of the agent, the lack of the ability to excavate and retain the customers, the imperfect construction of the network marketing channel, the lack of comprehensive talents and the backward incentive system and management responsibility. In order to clarify the advantages, disadvantages, opportunities and threats of PASD Company, and the problems existing in property insurance business marketing, combined with the 4P marketing combination theory, this paper discusses the property insurance marketing strategy of PASD Company, and discusses the marketing strategy of the property insurance business of PASD Company. Not from all aspects of the discussion, but based on the SWOT analysis and development of PASD problems, targeted marketing strategies, as for the general strategy, this paper does not focus on the discussion; The implementation of any strategy must be equipped with the necessary safeguards, this article will be from the Internet, data, customers, structure and marketing team, and other aspects of the PASD property insurance business marketing strategy to provide security measures, This paper hopes to improve the market competitiveness of PASD Company and achieve the strategic goal of becoming a regional leader.
【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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