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MBA论文_JY保险公司银行保险业务的客户营销策略研究

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内容简介
分类号:密 级:
UDC:单位代码:10078
华北水利水电大学专业硕士学位论文
JY保险公司银行保险业务的客户营销策略研究
Research on customer marketing strategy of JY company's banking
insurance business
研究生姓名:曾兆沛
指导教师:朱雪芹教授朱伟民教授
专业名称: 工商管理硕士(MBA)
所在 学 院: 管理与经济学院
2018年6月
摘 要
I
JY保险公司银行保险业务的客户营销策略研究
摘 要
随着我国保险行业和保险市场的发展,银行系保险公司作为一种新的经济发
展形态逐步崛起,并逐步发展壮大,而JY保险公司就是我国第一家由银行和保
险公司合资成立的银行系保险公司。虽然银行系保险公司的发展如日中天,但是
由于我国的保险行业发展起步比较晚,与发达国家还有很大的差距,使得银行保
险业的发展也面临着很大的挑战,许多保险公司纷纷制定市场营销策略来提高自
身的核心竞争力,以此来应对保险市场激烈的竞争。对于JY保险公司来说,以
客户需求为出发点,实施客户营销策略是适应保险市场发展,扩大企业市场份额,
获取利润所必须采取的策略
本文以JY保险公司为研究对象,对JY保险公司的发展状况进行分析并总
结出当前公司客户营销面临的问题。然后利用SWOT分析工具对JY保险公司的
营销环境进行优势、劣势、机会与威胁分析,发现JY保险公司存在目标市场不
清晰、市场定位存在一定的偏差性、JY保险公司的发展过度依赖JY银行等营销
问题,根据JY保险公司面临的营销环境,结合4P营销策略,对JY保险公司的
客户营销策略的制定提出了具体的对策,据此提出完善客户服务、培训专业化的
营销团队、建立规范的激励体系等相应的保障措施。通过对JY保险公司的客户
营销策略的研究,希望可以为JY保险公司的发展以及银行系保险公司的发展提
供借鉴意义
关键词:JY保险公司;银行保险;客户营销战略;营销策略
华北水利水电大学硕士学位论文
II
Research on customer marketing strategy of JY company's
banking insurance business
ABSTRACT
With the development of China's insurance industry and insurance market,As a
new form of economic development, a bank-based insurance company is gradually
emerging and gradually developing and expanding.JY Insurance Company is the first
bank insurance company in China established by a joint venture between banks and
insurance companies.Although the development of bank-based insurance companies
is flourishing, due to the relatively late start of the development of China's insurance
industry,so there is still a big gap between the developing countries and the developed
countries, making the development of the banking insurance industry also facing great
challenges.Many insurance companies have to develop marketing strategies to
improve their own core competitiveness in order to cope with the fierce competition
in the insurance market.The implementation of customer marketing strategy is an
important measure to adapt to the development of the insurance market, expand the
market share of enterprises and obtain profits.
This article takes JY insurance company as the research object, The development
of JY insurance company is analyzed and the problems of customer marketing are
summarized.Then through using the swot analysis tool carries on the superiority, the
inferiority, the opportunity and the threat analysis to the JY insurance company's
marketing environment, discovers that the JY insurance company exists the target
market not to be clear, There are some deviations in the market orientation. JY
insurance companies are over-dependent on JY bank and other marketing problems.
According to the marketing environment that JY insurance companies are facing,
combined with 4P marketing strategy, this paper puts forward specific
countermeasures to the JY insurance company's customer marketing strategy, and
proposes the improvement of customer service, the training of specialized marketing
team and the establishment of standardized Incentive system and other appropriate
safeguards.Through the study of JY insurance company's customer marketing strategy,
the author hope to provide reference for the development of JY insurance company。。。