本文選題：平安產(chǎn)險(xiǎn)深圳分公司　切入點(diǎn)：私家車(chē)險(xiǎn)　出處：《中南大學(xué)》2013年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：平安產(chǎn)險(xiǎn)深圳分公司經(jīng)過(guò)20多年的持續(xù)快速發(fā)展,在車(chē)險(xiǎn)業(yè)務(wù)開(kāi)拓上,雖然已經(jīng)構(gòu)建了比較完整的市場(chǎng)營(yíng)銷(xiāo)體系,但是仍然在價(jià)格競(jìng)爭(zhēng)激烈、客戶(hù)資源流失、服務(wù)標(biāo)準(zhǔn)迅速被復(fù)制超越等方面存在問(wèn)題。因此,為確保公司在深圳產(chǎn)險(xiǎn)業(yè)市場(chǎng)的優(yōu)勢(shì)地位,實(shí)現(xiàn)公司的可持續(xù)發(fā)展,就必須不斷創(chuàng)新和應(yīng)用國(guó)內(nèi)外保險(xiǎn)營(yíng)銷(xiāo)理念,調(diào)整優(yōu)化平安產(chǎn)險(xiǎn)深圳分公司市場(chǎng)營(yíng)銷(xiāo)策略。 本文首先描述了平安產(chǎn)險(xiǎn)深圳分公司私家車(chē)險(xiǎn)的發(fā)展現(xiàn)狀,包括公司簡(jiǎn)介、營(yíng)銷(xiāo)機(jī)構(gòu)設(shè)置、營(yíng)銷(xiāo)人員管理、保費(fèi)規(guī)模等,并對(duì)私家車(chē)險(xiǎn)營(yíng)銷(xiāo)外部環(huán)境、內(nèi)部條件運(yùn)用SWOT法進(jìn)行分析,審視了公司私家車(chē)險(xiǎn)發(fā)展面臨的機(jī)會(huì)與挑戰(zhàn),競(jìng)爭(zhēng)中具備的優(yōu)勢(shì)與劣勢(shì)。其次闡述了公司現(xiàn)行營(yíng)銷(xiāo)策略,并結(jié)合客戶(hù)滿(mǎn)意度問(wèn)卷調(diào)查分析了現(xiàn)行策略(產(chǎn)品及定價(jià)同質(zhì)化、渠道專(zhuān)屬化、促銷(xiāo)活動(dòng)分散授權(quán)、服務(wù)高標(biāo)準(zhǔn)建立)帶來(lái)的新需求無(wú)法滿(mǎn)足、資源流失等問(wèn)題及其產(chǎn)生的原因。然后針對(duì)問(wèn)題從私家車(chē)險(xiǎn)產(chǎn)品及定價(jià)、渠道、促銷(xiāo)、服務(wù)方面提出旨在提高客戶(hù)滿(mǎn)意度的具體優(yōu)化策略,確保市場(chǎng)優(yōu)勢(shì)地位。最后為保障營(yíng)銷(xiāo)優(yōu)化策略的實(shí)施,應(yīng)配備與之相應(yīng)的措施,即優(yōu)化組織架構(gòu)調(diào)整部門(mén)職能、加強(qiáng)人力資源建設(shè)、樹(shù)立服務(wù)意識(shí)、完善激勵(lì)機(jī)制。 本案例通過(guò)對(duì)于平安產(chǎn)險(xiǎn)深圳分公司車(chē)輛保險(xiǎn)營(yíng)銷(xiāo)策略的研究和總結(jié),對(duì)整個(gè)私家車(chē)輛保險(xiǎn)行業(yè)起到良好的借鑒作用,有利于促進(jìn)私家車(chē)輛保險(xiǎn)市場(chǎng)又快又好的健康發(fā)展。
[Abstract]:Ping an property Insurance Shenzhen Branch has been developing continuously and rapidly for more than 20 years. In the development of auto insurance business, although it has already constructed a relatively complete marketing system, it is still in the fierce price competition and the loss of customer resources. Therefore, in order to ensure the company's dominant position in the Shenzhen property insurance market and realize the sustainable development of the company, it is necessary to continuously innovate and apply the domestic and foreign insurance marketing concepts. Adjust and optimize the marketing strategy of Ping an property Insurance Shenzhen Branch. This paper first describes the current situation of private car insurance in Ping an property Insurance Shenzhen Branch, including company profile, marketing organization setup, marketing personnel management, premium scale, and so on, and analyzes the external environment of private car insurance marketing. The internal conditions are analyzed by SWOT method, and the opportunities and challenges faced by the private car insurance development, the advantages and disadvantages in the competition are examined. Secondly, the current marketing strategy of the company is expounded. Combined with customer satisfaction questionnaire survey, the paper analyzes the new demand brought by current strategies (product and pricing homogeneity, channel specialization, decentralized authorization of promotional activities, establishment of high service standards). From the aspects of private car insurance products and pricing, channels, sales promotion, service, and put forward specific optimization strategies aimed at improving customer satisfaction. Finally, in order to ensure the implementation of the marketing optimization strategy, the corresponding measures should be provided, that is, optimizing the organizational structure and adjusting the functions of the department, strengthening the construction of human resources, establishing service consciousness and perfecting the incentive mechanism. Through the research and summary of the vehicle insurance marketing strategy of Ping an property Insurance Shenzhen Branch, this case has a good reference role for the whole private car insurance industry, and is conducive to promoting the rapid and healthy development of the private car insurance market.
【學(xué)位授予單位】：中南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F274;F842.3

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