【摘要】：經(jīng)過近20年的快速發(fā)展,A財(cái)產(chǎn)保險(xiǎn)公司珠海分公司已經(jīng)初步建立了較為完整的市場營銷體系,但仍存在一些不容忽視的問題,如市場定位不夠明確,營銷理念落后；營銷渠道單一,促銷手段效率低下等。因此,不斷創(chuàng)新和拓展保險(xiǎn)營銷理念,構(gòu)建吻合A財(cái)產(chǎn)保險(xiǎn)公司珠海分公司實(shí)際的市場營銷策略,確保公司的優(yōu)勢地位,已成為該公司持續(xù)發(fā)展中的一個(gè)重要課題。 本文首先分析了保險(xiǎn)營銷的內(nèi)涵和特點(diǎn),然后從考察A財(cái)產(chǎn)保險(xiǎn)公司珠海分公司現(xiàn)行營銷體系及其存在的問題入手,分析了該公司市場營銷的內(nèi)外部環(huán)境,在此基礎(chǔ)上,對其進(jìn)行了市場定位,并提出了吻合公司實(shí)際的以“顧客為導(dǎo)向”的營銷組合策略框架。本文基于4Ps、4Cs和4Rs營銷理論的主要觀點(diǎn),提出了A財(cái)產(chǎn)保險(xiǎn)公司珠海分公司應(yīng)構(gòu)建以“顧客為導(dǎo)向”的整合營銷策略：(1)基于市場需求的動態(tài)變化,實(shí)施產(chǎn)品創(chuàng)新策略；實(shí)施產(chǎn)品組合策略,不斷延伸出新的產(chǎn)品；(2)根據(jù)顧客、地域和險(xiǎn)種等的不同,制定和實(shí)施差異性價(jià)格策略。(3)進(jìn)一步完善以直接渠道為主,中間渠道(保險(xiǎn)代理人和保險(xiǎn)經(jīng)紀(jì)人)為輔的營銷渠道模式；創(chuàng)新保險(xiǎn)銷售模式,推動保險(xiǎn)直復(fù)營銷的運(yùn)用與發(fā)展。(4)構(gòu)建人員推銷、廣告、公共關(guān)系和營業(yè)推廣“四位一體”的促銷體系,有效提供保險(xiǎn)信息和引導(dǎo)、激發(fā)保險(xiǎn)消費(fèi)。(5)樹立服務(wù)至上的理念,實(shí)施規(guī)范服務(wù)標(biāo)準(zhǔn)化管理；加強(qiáng)售后服務(wù)與提高理賠質(zhì)量,提高公司市場聲譽(yù)。 為確保上述營銷策略框架的實(shí)施,A財(cái)產(chǎn)保險(xiǎn)公司珠海分公司應(yīng)構(gòu)建與之相應(yīng)的保障措施,如建立快速應(yīng)變機(jī)制、重組公司業(yè)務(wù)流程、組建高素質(zhì)的營銷隊(duì)伍、完善人力資源管理體系、建立良好的渠道反饋體系等。
[Abstract]:After nearly 20 years of rapid development, A property insurance company Zhuhai Branch has initially established a relatively complete marketing system, but there are still some problems that can not be ignored, such as market positioning is not clear enough, marketing concept is backward; The marketing channel is single, the promotion means is inefficient and so on. Therefore, constantly innovating and expanding the insurance marketing concept, constructing the actual marketing strategy in line with A property insurance company Zhuhai branch, ensuring the company's advantage position, has become an important subject in the sustainable development of the company. This paper first analyzes the connotation and characteristics of insurance marketing, then begins with the investigation of the current marketing system and the existing problems of Zhuhai Branch of A property Insurance Company, analyzes the internal and external environment of the company's marketing, and on this basis, The market positioning is carried out, and a "customer-oriented" marketing combination strategy framework is put forward which is in line with the company's actual situation. Based on the main points of view of 4Psf4Cs and 4Rs marketing theory, this paper puts forward that A property insurance company Zhuhai Branch should construct "customer-oriented" integrated marketing strategy: (1) based on the dynamic change of market demand, implement product innovation strategy; Implement product combination strategy and extend new products constantly; (2) to formulate and implement different pricing strategies according to the customers, regions and types of insurance. (3) to further improve the marketing channel model, which is mainly based on direct channels and supplemented by intermediate channels (insurance agents and insurance brokers); Innovation of insurance sales model, promote the use and development of direct insurance marketing. (4) build a "four-in-one" promotion system of personnel marketing, advertising, public relations and business promotion, effectively provide insurance information and guidance, Stimulate insurance consumption. (5) set up the concept of "service first", implement standardized service management; Strengthen after-sales service and improve the quality of claims, improve the company's reputation in the market. In order to ensure the implementation of the above marketing strategy framework, A property insurance company Zhuhai Branch should construct corresponding safeguard measures, such as setting up a quick response mechanism, reorganizing the business process of the company, setting up a high-quality marketing team. Improve the human resources management system, establish a good channel feedback system.
【學(xué)位授予單位】：廣東工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F842.3

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