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MBA毕业论文_平洋保险邢台分公司车险业务营销问题及对策研究PDF

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I 摘要 财产保险在解决就业问题、优化政府职能、改善民生、促进消费升级等方面对地 方性经济增长有明显的作用,其发展好坏关系着整个社会的繁荣和稳定。车辆保险作 为财产保险业一个非常重要的险种,其经营成果直接关系到保险公司的经济效益。 2018年对于保险行业而言是非常重要的一年,中国保监会与银监会职责整合,组建了 中国银保监会,整个金融系统监管体制变得更加完善,加强了对保险业的监管。随着 商业车险费率改革不断深化,机动车保险业务“报行合一”,车险实名制的实现,车 险业务将面临越来越严格的行业规范。 伴随着互联网新型业态的发展,大量资本涌入保险行业,互联网保险迅速崛起, 第三方保险科技平台层出不穷,财产保险公司面临的市场环境更加严峻,想要在如此 严峻的环境中维持住市场地位,各保险公司必须提高自己的竞争实力。车险业务如何 营销成为我国各家财产保险公司急需考虑的事情。太平洋保险公司经济实力非常雄厚 并且是现在我国规模前三的财产保险公司,本文选择太平洋财险公司的下属公司太平 洋财险邢台公司作为研究对象对车险业务进行探究,不仅能够发现和解决太平洋财险 邢台公司存在的实际问题,而且能够为我国车险业务的发展提供一些思路。 本文首先阐述了对于机动车辆保险业务营销的研究背景和研究意义,然后对国内 和国外的车辆保险营销的研究现状进行了描述,之后对应用到的研究方法进行了说 明,接着对本文所涉及的车辆保险和车险营销的定义以及与营销相关的STP理论和营 销组合理论进行了概述,然后描述了太平洋财险邢台公司的概况,从组织架构、市场 占有率、营销策略和服务能力方面对车险业务营销现状进行了分析,对内部员工和消 费者进行问卷调查,根据调查问卷的结果提出了太平洋财险邢台公司车险业务营销中 有关市场细分、营销团队、营销人员风险控制、渠道、服务几个方面存在的问题,接 着针对存在的问题寻找解决对策,最后提出解决对策顺利实施的保障措施,从而为太 平洋财险邢台公司车险业务营销提供了一定的思路。 关键词 财产保险 车险业务 市场营销 河北大学硕士学位论文 II Abstract Property insurance plays an obvious role in solving employment problems, optimizing government functions, improving people's livelihood, promoting consumption upgrading and other aspects of local economic growth, and its development is related to the prosperity and stability of the whole society. As one of the most important types of insurance in the property insurance industry, vehicle insurance business results are directly related to the economic benefits of insurance companies. 2018 is a very important year for the insurance industry, the China Insurance Regulatory Commission and the China Banking Regulatory Commission have integrated their responsibilities and established the China Banking Regulatory Commission, the supervision system of the entire financial system has become more perfect and the supervision of the insurance industry has been strengthened. With the deepening of the reform of commercial auto insurance rate, the "integration of reporting and handling" of motor vehicle insurance business and the realization of the real-name system, auto insurance business will face increasingly strict industry norms. With the development of the Internet new formats, a large amount of capital has poured into the insurance industry, Internet insurance is rapidly rising, the third party insurance technology platforms are emerging one after another, property insurance companies are facing a more severe market environment, in order to maintain their market position in such a severe environment, insurance companies must improve their competitive strength. How to market the insurance business has become an urgent matter for the property insurance companies in China. The Pacific Insurance Company has a very strong economic strength and is now the top three property insurance companies in China. This paper chooses Xingtai Company, a subsidiary of the Pacific Insurance Company, as the research object to explore the auto insurance business, which can not only find and solve the practical problems existing in the Pacific Insurance Company, but also provide some ideas for the development of China's auto insurance business. This article first elaborated for motor vehicle insurance business marketing research Abstract III background and research significance, then describes the research status of domestic and foreign vehicle insurance marketing, and then explains the corresponding research methods, and then defines the vehicle insurance and vehicle insurance marketing involved in this article, and then gives an overview of the related STP theory and marketing portfolio theory involved in this article, and then describes the general situation of Pacific Property Insurance Xingtai Branch, analyzes the current status of auto insurance business marketing from the organizational structure, market share, marketing strategy and service capabilities, conducts a questionnaire survey on internal employees and consumers, and puts forward the problems in the aspects of market segmentation, marketing team, risk control of marketing personnel, channel and service according to the results of the questionnaire, and then seeks solutions to the existing problems, and finally puts forward the guarantee measures for the smooth implementation of the countermeasures, thus providing some reference for the auto insurance business marketing of Pacific Property Insurance Xingtai Branch. Keywords Property insurance Auto insurance business Marketing 河北大学硕士学位论文 IV 目 录 第一章 绪论 ............................................................................................................................ 1 1.1 研究背景及意义........................................................................................................ 1 1.1.1 研究背景 ......................................................................................................... 1 1.1.2 研究意义 ......................................................................................................... 1 1.2 保险营销相关研究文献综述.................................................................................... 2 1.2.1 国外文献综述 ................................................................................................. 2 1.2.2 国内文献综述 ................................................................................................. 4 1.3 研究内容和方法........................................................................................................ 6 1.3.1 研究内容 ......................................................................................................... 6 1.3.2 研究方法 ......................................................................................................... 7 1.4 创新点........................................................................................................................ 7 第二章 相关理论综述 ............................................................................................................ 9 2.1 相关概念界定............................................................................................................ 9 2.1.1 机动车辆保险 ................................................................................................. 9 2.1.2 车险营销 ....................................................................................................... 10 2.2 市场营销相关理论.................................................................................................. 11 2.2.1 STP理论........................................................................................................ 11 2.2.2 营销组合理论 ............................................................................................... 11 第三章 太平洋财险邢台公司概况及车险业务营销现状 .................................................. 14 3.1 公司概况.................................................................................................................. 14 3.1.1 基本情况 ....................................................................................................... 14 3.1.2 组织架构 ....................................................................................................... 14 3.1.3 人员结构 ...................................................