摘要
近几年我国实体经济飞速发展，金融、保险行业在经济腾飞的背景下取得了
极大的进步。但财产保险当中的设备保险相比寿险、车险等发达成熟险种，没有
得到足够的重视，发展较为缓慢。财产保险公司想要扩大设备保险市场，增加这
一险种的保费收入，除了依靠国家出台相关的政策和法律法规，更应该利用现有
设备保险市场的优势，挖掘营销渠道，主动发挥设备保险市场的巨大潜力，抓住
机遇，开拓市场。同时保险公司制定有特色的并且与公司情况相吻合的营销策略，
在适应市场上更进一步，将会有效地提高设备保险的保费收入，对开拓设备保险
市场具有重要意义

本文以永诚财产保险公司宾县分公司设备保险为研究对象，分析现有设备保
险产品现状，建立符合永诚保险公司宾县分公司设备保险的营销策略，其研究结
果对永诚财产保险公司宾县分公司的市场开拓、公司发展规划具有参考价值和意
义

本文分为七章，三个部分，第一部分主要表明本文的研究意义与研究背景，
借鉴国内外研究经验和研究结论，确定本文的理论依据、研究内容和研究方法；
第二部分以永诚财产保险公司宾县分公司的营销现状为切入点，对永诚财产保险
公司宾县分公司的基本情况作了介绍，以永诚财产保险公司宾县分公司的设备保
险为主要研究内容，以市场营销相关理论为考察依据，对永诚财产保险公司宾县
分公司的设备保险的优势和存在的问题进行分析，对该公司设备保险进行营销战
略定位，对设备保险的市场进行细分，制定该公司设备保险的营销策略。第三部
分以前两部分的分析和研究为基础，提出永诚财产保险公司宾县分公司设备保险
营销策略实施的保障措施以及对研究成果的总结

关键词：设备保险；营销现状；市场分析；营销策略II
Abstract
With the rapid development of economy in our country in recent years, the real
economy has made great progress, the insurance industry in such a booming
development, under the big background of beginning ， For equipment of property
insurance risks, development is relatively slow. Of danger to plant, equipment such as
compared with the car insurance risk has not been an unprecedented development
Property insurance companies want to expand equipment insurance market, increasing
the coverage of the premium income, in addition to relying on the relevant national
policies and laws and regulations, more should take advantage of their own advantages,
digging their own marketing channels, realize the equipment insurance market of huge
potential. Establish distinctive that meet the needs of the market marketing strategy, will
greatly improve the equipment insurance premium income. To develop equipment
insurance market has a very important role.
Based on bin county YongCheng property insurance company branch equipment
insurance as the research object, to establish YongCheng insurance equipment bin
county branch of special marketing strategy, its research results to bin county city
always property insurance company branch of market development, corporate
development and planning has great reference significance.
This article is divided into seven chapters, three parts, the first part mainly showed
in this paper, the research significance and research background, the research status
home and abroad for reference, to determine in this paper, the theoretical basis, research
content and research methods;The second part in bin county various aspects of the
environment as the breakthrough point, analysis of YongCheng property insurance
company bin county branch of the relevant market environment. The main research
content, take the market marketing related theory as the breakthrough point, bin county
of YongCheng property insurance company branch equipment insurance and the
analysis of existing problems, the advantages of developing equipment insurance
marketing strategy. The third part, based on the analysis and research of the previous
part, put forward equipment bin county YongCheng property insurance company branchIII
of insurance marketing strategy implementation safeguard measures as well as the
prospects and prospects.
Keywords:Device Insurance；Marketing status；Market analysis；Marketing StrategIV
目 录
摘要.... I
AbstractII
第 1 章 绪 论1
1.1 研究背景..........1
1.1.1 保险行业整体发展情况1
1.1.2 永诚财产保险公司宾县分公司发展背景........2
1.2 研究意义..........3
1.2.1 理论意义3
1.2.2 现实意义3
1.3 国内外相关研究概述..4
1.3.1 国外相关研究概述........4
1.3.2 国内相关研究概述........4
1.4 研究方法与本文的创新之处..6
1.4.1 研究方法6
1.4.2 创新之处6
第 2 章 相关理论概述7
2.1 目标市场营销战略（STP）...7
2.2 营销组合策略(4Ps)..... 7
2.3 保险营销的含义与特点..........8
2.3.1 保险营销的含义8
2.3.2 保险营销的特点8
第 3 章 永诚财产保险公司宾县分公司营销现状与问题分析......10
3.1 永诚财产保险公司宾县分公司简介10
3.2 永诚财产保险公司宾县分公司营销现状....10
3.2.1 产品现状..........10
3.2.2 价格现状 ........11
3.2.3 营销渠道现状..11
3.2.4 促销手段现状..11
3.2.5 售后服务现状..12
3.3 永诚财产保险公司宾县分公司设备保险营销存在的问题12
3.3.1 保险营销观念落后......12V
3.3.2 产品类型和销售方式单一......13
3.3.3 促销手段欠缺..14
3.3.4 售后服务亟待加强......15
3.3.5 营销人员需加强业务培训......15
第 4 章 永诚财产保险公司宾县分公司设备保险目标市场营销战略......16
4.1 设备保险市场细分....16
4.2 目标市场的选择........17
4.3 市场定位........17
第 5 章 永诚财产保险公司宾县分公司设备保险营销策略..........19
5.1 产品策略........
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