本文選題：太平洋保險(xiǎn) + 車輛保險(xiǎn)��； 參考：《廈門(mén)大學(xué)》2013年碩士論文

【摘要】：近年來(lái),我國(guó)財(cái)產(chǎn)保險(xiǎn)行業(yè)發(fā)展迅猛,而機(jī)動(dòng)車輛保險(xiǎn)作為財(cái)產(chǎn)保險(xiǎn)的支柱險(xiǎn)種,保費(fèi)收入占財(cái)險(xiǎn)業(yè)務(wù)總保費(fèi)的70%以上。目前,機(jī)動(dòng)車輛保險(xiǎn)已成為各家財(cái)產(chǎn)保險(xiǎn)公司競(jìng)爭(zhēng)的重要領(lǐng)域。對(duì)車險(xiǎn)市場(chǎng)和車險(xiǎn)消費(fèi)者的深入研究有助于廈門(mén)太保走出同質(zhì)化競(jìng)爭(zhēng)和不正當(dāng)競(jìng)爭(zhēng)的誤區(qū),從消費(fèi)者的角度反思以往的競(jìng)爭(zhēng)行為、探索新的車險(xiǎn)競(jìng)爭(zhēng)著力點(diǎn)和競(jìng)爭(zhēng)方式,以良性競(jìng)爭(zhēng)促進(jìn)廈門(mén)車險(xiǎn)市場(chǎng)的持續(xù)、健康、和諧發(fā)展。 廈門(mén)太保進(jìn)入廈門(mén)市場(chǎng)十余年來(lái),市場(chǎng)份額一直穩(wěn)居行業(yè)前三,隨著市場(chǎng)競(jìng)爭(zhēng)日趨白熱化,廈門(mén)太保面臨著巨大的威脅。隨著個(gè)人客戶的不斷增加,原有的營(yíng)銷策略已經(jīng)不能滿足廣大客戶對(duì)產(chǎn)品全面性,購(gòu)買便捷性和服務(wù)專業(yè)化車險(xiǎn)產(chǎn)品的要求。因此,如何能在激烈的競(jìng)爭(zhēng)中提升銷售業(yè)績(jī),滿足客戶需求,就成了廈門(mén)太保緊迫又重要的研究課題。為此,本文對(duì)個(gè)人車險(xiǎn)消費(fèi)行為進(jìn)行研究,有重要的現(xiàn)實(shí)意義。 本文通過(guò)問(wèn)卷調(diào)查的方式,獲得了車險(xiǎn)消費(fèi)者個(gè)人特征、消費(fèi)行為以及影響其消費(fèi)決策過(guò)程的因素等方面的數(shù)據(jù),運(yùn)用SPSS軟件,對(duì)問(wèn)卷進(jìn)行了描述統(tǒng)計(jì)分析和交叉分析。最后,結(jié)合數(shù)據(jù)分析的結(jié)果和消費(fèi)者行為學(xué)理論、市場(chǎng)營(yíng)銷學(xué)理論的相關(guān)知識(shí),從客戶需求、客戶愿付成本、客戶便利和客戶溝通四個(gè)方面提出了廈門(mén)太保的車險(xiǎn)營(yíng)銷策略優(yōu)化建議。以期通過(guò)上述策略指導(dǎo)廈門(mén)太保車險(xiǎn)業(yè)務(wù)發(fā)展方向和建立以“客戶需求為導(dǎo)向”的營(yíng)銷戰(zhàn)略。 經(jīng)研究得出結(jié)論,車險(xiǎn)市場(chǎng)上的消費(fèi)者因受其性別、收入、職業(yè)、感覺(jué)、行為等內(nèi)外因素的影響,使得對(duì)保險(xiǎn)需求的關(guān)注重點(diǎn)不同,以至投保時(shí)對(duì)保險(xiǎn)公司的選擇也不同。因此,必須制定不同的營(yíng)銷和服務(wù)策略來(lái)滿足消費(fèi)者這種差異化的特點(diǎn)和需求。
[Abstract]:In recent years, China's property insurance industry has developed rapidly, and motor vehicle insurance as the pillar of property insurance, the premium income accounts for more than 70% of the total insurance premium of property insurance business. At present, motor vehicle insurance has become an important area of competition between property insurance companies. The in-depth study of auto insurance market and auto insurance consumers is helpful for Xiamen Taibao to walk out of the misunderstandings of homogeneous and unfair competition, to reflect on the past competitive behavior from the consumer's point of view, and to explore the new focus and mode of competition in auto insurance. With benign competition to promote the continued, healthy and harmonious development of Xiamen auto insurance market. Since Xiamen Taibao entered the Xiamen market for more than ten years, its market share has been steadily in the top three industries. With the market competition becoming more and more intense, Xiamen Taibao is facing a huge threat. With the continuous increase of individual customers, the original marketing strategy can not meet the customers' requirements of product comprehensiveness, convenience of purchase and service of specialized auto insurance products. Therefore, how to improve sales performance and meet customer needs in fierce competition has become an urgent and important research topic for Xiamen Taibao. Therefore, this article carries on the research to the personal automobile insurance consumptive behavior, has the important realistic significance. Through the way of questionnaire, this paper obtains the data of individual characteristics, consumption behavior and factors that influence the process of consumer decision-making in automobile insurance, and makes a descriptive statistical analysis and cross-analysis of the questionnaire by using SPSS software. Finally, combining the results of data analysis and the relevant knowledge of consumer behavior theory and marketing theory, from customer demand, customer willing to pay the cost, Four aspects of customer convenience and customer communication are put forward to optimize the auto insurance marketing strategy of Xiamen Taibao. In order to guide Xiamen Taibao auto insurance business development direction and establish a "customer demand-oriented" marketing strategy. It is concluded by the study that the consumers in the auto insurance market are affected by their gender, income, occupation, feeling, behavior and other internal and external factors, which make the focus of attention on the insurance demand different, and even the choice of insurance companies is different. Therefore, different marketing and service strategies must be formulated to meet the characteristics and needs of consumers.
【學(xué)位授予單位】：廈門(mén)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F842.63;F274

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