【摘要】：改革開放三十年來,我國保險業(yè)發(fā)展迅速,其規(guī)模和影響力不斷擴大。在其快速發(fā)展過程中,也表現(xiàn)出與廣大消費者的保險需求,與國民經濟發(fā)展不相適應的矛盾。例如,保險的覆蓋面過窄；居民保險消費結構失衡；居民的保險消費表現(xiàn)出顯著性的區(qū)域差異。隨著人們收入的提高和風險意識的增強,保險消費在人們生活消費中的地位和作用正逐步提高。 我們知道,市場競爭中任何一家企業(yè)都不能依靠價格取勝,不能靠盲目模仿。保持持久競爭力的優(yōu)勢的辦法是要有正確的營銷戰(zhàn)略作保證。將消費者行為研究放在第一位,以市場需求為導向的宗旨,將注意力集中在消費者需求上,才自己的產品更有效地滿足消費需求,獲得競爭優(yōu)勢。 文本以兒童保險產品的消費者作為研究對象,從消費者行為的角度對兒童保險產品的現(xiàn)狀、影響消費者行為的因素以及消費者行為過程進行分析研究,得出了兒童保險產品消費者行為的過程,并根據(jù)兒童保險產品的消費者行為為保險公司的產品開發(fā)、公司的營銷戰(zhàn)略以及理賠提出了啟示,以期望更好地對兒童保險產品進行營銷。
[Abstract]:Since the reform and opening up 30 years ago, China's insurance industry has developed rapidly and its scale and influence have been continuously expanded. In the process of rapid development, it also shows the contradiction with the consumers' insurance demand and the development of national economy. For example, the coverage of insurance is too narrow; the consumption structure of residents insurance is out of balance; the insurance consumption of residents shows significant regional differences. With the increase of people's income and risk consciousness, the status and role of insurance consumption in people's daily consumption is gradually increasing. We know that no enterprise in the market competition can rely on price to win, can not rely on blind imitation. The way to maintain a lasting competitive edge is to have the right marketing strategy to ensure. With the aim of focusing on the market demand and focusing on the consumer demand, the research of consumer behavior should be put first, so that our products can meet the consumption demand more effectively and gain the competitive advantage. The text takes the consumer of the child insurance product as the research object, analyzes and studies the current situation of the child insurance product, the factors influencing the consumer behavior and the consumer behavior process from the perspective of consumer behavior. The process of consumer behavior of children's insurance products is obtained, and according to the consumer behavior of children's insurance products, the enlightenment is put forward for the product development, marketing strategy and claim settlement of the insurance company. In order to expect a better marketing of children's insurance products.
【學位授予單位】：華東理工大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F713.55;F842

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7 姚s，

本文編號：2357197