本文選題：深圳前海新區(qū) + 保險(xiǎn)　； 參考：《中南林業(yè)科技大學(xué)》2014年碩士論文

【摘要】：隨著國內(nèi)保險(xiǎn)市場的全面對外開放,保險(xiǎn)經(jīng)營主體日益增多,市場競爭不僅是產(chǎn)品和服務(wù)的競爭、價(jià)格的競爭,更是觀念的競爭、營銷渠道的競爭。以客戶為中心、為客戶創(chuàng)造價(jià)值成為保險(xiǎn)企業(yè)重要的經(jīng)營理念,是保險(xiǎn)企業(yè)提高市場占有率的唯一途徑,對目標(biāo)市場進(jìn)行細(xì)分并實(shí)施相應(yīng)的營銷渠道策略成為保險(xiǎn)企業(yè)最重要的、最有效的競爭手段。而現(xiàn)有營銷渠道的不足,不僅造成企業(yè)運(yùn)行效率的下降和資源的浪費(fèi),還影響企業(yè)為客戶服務(wù)的水平和質(zhì)量,從而影響深圳前海新區(qū)保險(xiǎn)企業(yè)的市場競爭力和可持續(xù)發(fā)展能力,從這一點(diǎn)出發(fā)對深圳前海新區(qū)保險(xiǎn)公司營銷渠道進(jìn)行整合及分析,并且提出了解決保險(xiǎn)營銷渠道問題的建議。 本文通過對深圳前海新區(qū)保險(xiǎn)市場現(xiàn)有營銷渠道進(jìn)行分析,看到其在發(fā)展中存在的種種問題,以及營銷渠道的建設(shè)對保險(xiǎn)業(yè)務(wù)的拓展和保險(xiǎn)公司市場占有率的重要性,得出深圳前海新區(qū)保險(xiǎn)營銷渠道仍停留在粗放式經(jīng)營階段,不管是傳統(tǒng)的營銷渠道,還是新型營銷渠道都缺乏全面、系統(tǒng)的長遠(yuǎn)發(fā)展規(guī)劃,在保險(xiǎn)產(chǎn)品、價(jià)格、促銷手段趨于雷同的今天,對營銷渠道的正確選擇與大膽創(chuàng)新勢在必行。 本文采用了定量分析與定性分析相結(jié)合的研究方法,基于深圳前海新區(qū)保險(xiǎn)營銷渠道發(fā)展的現(xiàn)狀及存在問題的定性分析基礎(chǔ)上進(jìn)行定量化研究,通過數(shù)據(jù)表格進(jìn)一步闡述各渠道間的區(qū)別與聯(lián)系以及深圳前海新區(qū)保險(xiǎn)市場各渠道所占市場份額,完善了深圳前海新區(qū)保險(xiǎn)營銷渠道建設(shè)框架,使本文的研究具有可行性、可操作性等特點(diǎn)。
[Abstract]:With the opening of domestic insurance market to the outside world, the main body of insurance business is increasing day by day. The market competition is not only the competition of products and services, the competition of price, but also the competition of concept and marketing channel. Taking the customer as the center, creating value for the customer becomes the important management idea of the insurance enterprise, and it is the only way for the insurance enterprise to increase its market share. Segmenting the target market and implementing the corresponding marketing channel strategy have become the most important and most effective means of competition for insurance enterprises. The insufficiency of the existing marketing channels not only leads to the decline of the efficiency and the waste of resources, but also affects the level and quality of service to the customers, thus affecting the market competitiveness and sustainable development ability of the insurance enterprises in the Qianhai New area of Shenzhen. From this point of view, this paper integrates and analyzes the marketing channels of insurance companies in Qianhai New District, Shenzhen, and puts forward some suggestions to solve the problems of insurance marketing channels. Based on the analysis of the existing marketing channels of the insurance market in Qianhai New area of Shenzhen, this paper finds out the problems existing in the development of the insurance market and the importance of the construction of the marketing channels to the expansion of insurance business and the market share of insurance companies. It is concluded that the insurance marketing channel of Shenzhen Qianhai New area is still in the extensive management stage. Whether it is the traditional marketing channel or the new marketing channel, there is a lack of comprehensive and systematic long-term development planning in insurance products and prices. Promotion means tend to be similar today, the correct choice of marketing channels and bold innovation is imperative. This paper adopts the research method of combining quantitative analysis and qualitative analysis, based on the present situation of the development of insurance marketing channel in Qianhai New area of Shenzhen and the qualitative analysis of the existing problems, carries on the quantitative research based on the qualitative analysis. Through the data table, the differences and connections among the channels and the market share of the insurance market in the Shenzhen Qianhai New area are further expounded, and the construction framework of the insurance marketing channel in the Shenzhen Qianhai New area is improved, which makes the research of this paper feasible. Maneuverability and other characteristics.
【學(xué)位授予單位】：中南林業(yè)科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F274;F842.3

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