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MBA硕士论文_BZAB财产保险公司营销策略研究DOC

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文本描述
摘要
I
摘要
随着我国经济的飞速发展,中国保险业也不断繁荣,为适应市场经济的改革发
展,保险业的市场化也在不断增强,在市场经济中占有重要份额。由此相关的国内
财险市场格局不断发展变化。保险业市场化营销理念也日新月异,各保险公司为发
展壮大,都充分利用自身优势,不断开拓市场,挖掘客户,适应竞争的需要。随着
外资保险公司大量涌入国内,带动国内保险市场不断开放,市场格局竞争性逐步形
成,并不断深化,随之而来的问题不断出现,致使市场集中度不断降低。
本文以 STP 理论与 4P 理论作为指导,在对滨州保险市场的实际调研分析,首
先对 BZAB 财险公司的营销现状做出了说明,同时对 BZAB 财险公司所处的营销环
境从宏观环境、行业竞争、内部环境进行了分析。其次,运用 STP 理论与 4P 理论
对公司营销策略从多方面进行分析。最后,为 BZAB 财险公司营销策略的实施制定
了如下的保障措施:加强营销队伍建设;提升内部管理,改善服务质量;建立良好
的渠道反馈体系。
本文建立在 BZAB 财产保险公司的真是数据上进行分析研究的,通过对理论
联系实际,对公司的营销策略进行提高与完善,在激烈的市场竞争中提升公司竞争
力与市场份额有一定的指导作用。
关键词:财产保险、营销策略、STP 理论、4P 理论山东理工大学硕士学位论文 ABSTRACT
II
ABSTRACT
With the rapid development of China&39;s economy. China&39;s insurance industry is also
booming, in order to adapt to the reform and development of the market economy, the
insurance industry is also growing market, in the market economy occupies an important
share. Thus the relevant domestic property insurance market structure continues to evolve.
Insurance market marketing concept is also changing, the insurance companies for the
development and growth, are making full use of their own advantages, and constantly open
up the market, mining customers, to adapt to the needs of competition. With the influx of
foreign insurance companies into the domestic, led the domestic insurance market has been
open, the market structure of the competitiveness of the gradual formation, and continue to
deepen, followed by the emergence of the problem, resulting in reduced market
concentration.
In this paper, STP theory and 4P theory as a guide, in the Binzhou insurance market,
the actual research and analysis,
First of all, BZAB property insurance company&39;s marketing status has made a
description, while the BZAB property insurance company in which the marketing
environment from the macro environment, industry competition, the internal environment
were analyzed. Secondly, the use of STP theory and 4P theory of the company&39;s marketing
tactics from many aspects of analysis. Finally, for the implementation of BZAB corporate
tactics to develop the following security measures: to strengthen the marketing team; to
enhance internal management, improve service quality; establish a good channel feedback
system.
This paper is based on the analysis and research of BZAB property insurance
company. Through the theory and practice, the marketing tactics of the company is
improved and perfected. It has a certain guiding role in enhancing the competitiveness and
market share of the company in the fierce market competition.
Key words: Property insurance, Marketing tactics, STP theory,4P theory山东理工大学硕士学位论文 目 录
III
目 录
摘要.................................................................................................................................I
ABSTRACT.......................................................................................................................... II
目 录..............................................................................................................................III
第一章 绪论..........................................................................................................................1
1.1 研究背景与研究意义..............................................................................................1
1.1.1 研究背景........................................................................................................1
1.1.2 研究意义........................................................................................................1
1.2 研究内容与研究方法..............................................................................................2
1.2.1 研究内容........................................................................................................2
1.2.2 研究方法........................................................................................................2
1.3 国内外研究综述......................................................................................................3
1.3.1 国内文献综述................................................................................................3
1.3.2 国外研究现状.................................................................................................4
第二章 相关理论概述..........................................................................................................8
2.1 STP 理论...................................................................................................................8
2.1.1 市场细分........................................................................................................8
2.1.2 目标市场........................................................................................................8
2.1.3 市场定位........................................................................................................9
2.2 4P 理论....................................................................................................................10
2.2.1 4Ps 营销理论................................................................................................10
2.2.2 4Cs 营销理论................................................................................................11
第三章 BZAB 财产保险公司营销现状分析.....................................................................12
3.1 公司简介................................................................................................................12
3.2BZAB 财产保险公司营销策略的现状..................................................................12
3.2.1 营销渠道.......................................................................................................12
3.2.2 市场份额......................................................................................................14
3.3 BZAB 财产保险公司营销存在的问题.................................................................15
3.3.1 保险营销渠道开发与拓展不够..................................................................15
3.3.2 服务营销意识需进一步加强......................................................................15
3.3.3 缺乏品牌塑造意识,企业形象和企业文化欠缺......................................15
3.3.4 保险产品同构现象严重,定价不合理......................................................16
第四章 BZAB 财产保险公司营销环境分析....................................................................17
4.1 宏观环境分析.........................................................................................................17
4.1.1 政治环境分析...............................................................................................17
4.1.2 经济环境分析...............................................................................................17
4.1.3 社会环境分析.................................