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希望通过本文分析，能够帮助ZH财产保险公司河南分公司转变营销思路、
改善营销环境、扩大营销渠道、提升销售业绩、强化营销管理，增强ZH财产保
险公司河南分公司市场竞争力方面有所借鉴和参考价值
关键词：财产保险；市场营销；营销策略ABSTRACT
III
ZH Property Insurance Company Henan
branch Marketing Strategy Research
ABSTRACT
Along with our country insurance market gradually open, some foreign insurance
companies pouring into China, the insurance industry in the development opportunity
at the same time more is facing serious challenges, the insurance industry increasingly
fierce competitive environment. Therefore, completes the insurance enterprise
marketing management, changing the traditional marketing idea, actively carry out a
new way of marketing, digging a new marketing channel, preempt marketing
customer resources, designed to meet the market demand of insurance products,
innovative marketing services means, set up marketing organization, strengthen the
insurance marketing team, to enhance competitiveness of insurance enterprise service
social and economic development is very important Based on the useful property
insurance company of henan branch in recent years, the company operation situation
and situation of marketing channel construction, marketing agency set up situation,
combined with the current competition environment, insurance marketing related
theory as the foundation, the useful property insurance company of henan branch
marketing strategy has carried on the systematic study. Paper first introduces the
background and research significance of this study; Secondly, in view of the useful
property insurance company marketing status quo of henan branch in recent years and
the analysis of existing problems; Then the useful property insurance company of
henan branch of the internal and external market environment is analyzed, and SWOT,
STP, porter five model marketing strategy theory to useful property insurance
company of henan branch current facing opportunities and threats, advantages and
disadvantages, clear target market and market positioning, and the existing
competitors, buyers bargaining power, the bargaining power of suppliers substitutes.
KEYWORDS: Property insurance ；Marketing；Marketing strategy目录
V
目录
摘 要.I
ABSTRACT..III
1 绪论...........1
1.1 选题背景与研究意义.........1
1.1.1 选题背景..........1
1.1.2 研究意义..........1
1.2 国内外研究现状......2
1.3 研究内容及方法......3
1.3.1 研究内容..........3
1.3.2 研究方法..........3
1.4 研究的创新之处......4
2 保险营销相关理论基础.5
2.1 保险营销的含义与特点.....5
2.1.1 保险营销的含义..........5
2.1.2 保险营销的特点..........5
2.2 保险营销的理论基础.........6
2.2.1 STP 营销理论...6
2.2.2 4P 营销理论.....7
2.2.3 4C 营销理论.....7
2.2.4 4R 营销理论.....8
3 ZH 财产保险公司河南分公司营销现状及存在的问题.........9
3.1 公司概况......9
3.1.1 ZH 财产保险公司总公司简介9
3.1.2 ZH 财产保险公司河南分公司简介.10
3.1.3 ZH 财产保险公司河南分公司业务发展经营情况10
3.1.4 ZH 财产保险公司河南分公司营销机构设置情况12
3.1.5 ZH 财产保险公司河南分公司销售渠道建设情况12
3.2 营销存在的问题....14
3.2.1 营销观念陈旧，陷入恶性竞争环境..........14
3.2.2 市场定位不准，未形成自身经营特色......14
3.2.3 营销渠道狭窄，销售渠道产能不足..........14
3.2.4 营销方式缺乏沟通，品牌宣传力度不够..15
3.2.5 营销队伍结构失调，管理成本居高不下..15
4 ZH 财产保险公司河南分公司营销环境分析17
4.1 ZH 财产保险公司河南分公司宏观环境分析....17
4.1.1 政策环境........17
4.1.2 经济环境........18华北水利水电大学硕士学位论文
VI
4.1.3 社会环境........19
4.1.4 技术环境........19
4.2 ZH 财产保险公司河南分公司微观环境分析....20
4.2.1 现有竞争者的竞争... 20
4.2.2 购买者谈判能力........22
4.2.3 供应商的谈判力........22
4.2.4 替代产品威胁23
4.2.5 潜在竞争者的竞争... 23
4.3 SWOT 分析...24
4.3.1 优势.....24
4.3.2 劣势.....25
4.3.3 机会.....26
4.3.4 威胁.....26
4.3.5 基于 SWOT 分析的 ZH 财产保险公司策略选择.....27
5 ZH 财产保险公司河南分公司营销策略的制定....... 31
5.1 市场定位营销策略...........31
5.1.1 目标市场细分31
5.1.2 目标市场定位33
5.2 建立客户服务关系为导向的营销策略..34
5.2.1 产品营销策略35
5.2.2 渠道营销策略36
5.2.3 促销营销策略39
5.2.4 服务营销策略41
5.2.5 客户关系营销策略... 42
5.3 建立营销策略实施保障体系...... 43
5.3.1 建立考核激励制度，激发销售队伍潜能..43
5.3.2 强化业务品质管理，加快价值业务发展..43
5.3.3 积极开展业务培训，不断夯实营销技能..44
5.3.4 做好优赔增效工作，提升客户服务水平..44
6 研究结论45
6.1 主要结论....45
6.2 不足之处和未来研究的方向...... 45
致 谢...........47
参考文献....491 绪论
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