随着中国经济水平的提高,保险的重要性也逐步被社会公众所认识,社

会对保险的需求日益加强,我国保险市场存在着较大的发展潜力。但是我国

保险业与发达国家相比,仍处于一个初级发展阶段,从业人员素质整体不高,

技术水平落后,产品同质化严重,服务质量不高,营销理念落后,社会对保

险业的认可度仍处在较低水平。

本文针对这样的研究背景,以A财产保险公司深圳分公司为具体的研究

对象,在对保险营销相关理论进行分析的基础之上,利用营销学原理对该公

司的内外部环境进行分析,并且重点针对保险行业和竞争对手进行分析。针

对当前公司财产保险业务营销方面存在的问题进行分析的基础之上,对该公

司的市场进行了有效的细分,并且从产品策略、价格策略、渠道策略以及促

销策略等方面制定出针对性的营销策略。提出相应保障实施措施。强调应该

树立以客户为中心,以市场为导向的正确的营销理念,建立健全人力资源保

障机制,重视营销管理人才,建立营销管理队伍。完善营销控制及反馈体系,

加强信息沟通机制和考核机制。完善营销协调机制。提倡精细化服务,提供

全流程化、规范化的营销服务,树立精细化服务理念等措施。

希望通过本文的研究,对于认清A财产保险公司深圳分公司所处的内外

部环境,认清企业在进行营销过程中的所遇到的问题,针对性的制定出合理

的营销方案,为提升A财产保险公司深圳分公司市场营销能力和业务拓展能

力,对新兴保险主体制定和选择营销策略、提高核心竞争力、发展能力具有

一定的借鉴作用。

关键词财产保险;营销策略;营销保障

Abstract

As China's economic level, the importance of insurance is also gradually

being recognized by the public, the growing social demand for insurance to

strengthen, China's insurance market,there is a large potential for development.

However, compared with developed countries China's insurance industry is still at

an early stage of development, the overall quality of employees is not high,

backward technology, product homogeneity serious,service quality is not high,

the marketing idea behind the social acceptance of the insurance industry still at a

low level.

This is the background for this study, in order to A General Insurance

Company Shenzhen Branch of the specific object of study in the theory of

insurance marketing on the basis of the analysis, the use of marketing principles

of the company's internal and external environment analysis, and focusing on the

insurance industry and competitor analysis. Property and casualty insurance

business for the current marketing problems on the basis of the analysis, the

company's effective market segmentation, and from product strategy, pricing

strategy, channel strategy and develop a marketing strategy and other aspects of

targeted marketing strategy. Propose appropriate measures to safeguard the

implementation. Stressed the need to establish a customer-centric, market-oriented

the correct marketing idea, establish and improve human resources and support

mechanisms, attention to marketing and management personnel, establishment of

marketing management team. Improve marketing control and feedback system,

strengthen communication mechanisms and assessment mechanism. Improve

marketing coordination mechanisms. Advocates fine service, providing the whole

process, standardized marketing services, establish a fine service philosophy and

other measures.

Hope that through this study, for the clear understanding of A General

Insurance Company Shenzhen Branch in which the internal and external

environment, and understand the process of enterprises in marketing problems

encountered, targeted marketing programs to develop a reasonable, to enhance

Pacific property Insurance Company Shenzhen Branch of marketing and business

II

西南交通大学硕士研究生学位论文
第m页

development ability of the body to develop and select emerging Insurance

marketing strategies to improve core competitiveness, capacity development has a

certain reference.

Keywords property insurance; marketing strategy; marketing protection