I 摘要 我国是个农业大国，而农业生产又面临着狂风暴雨、病虫草害等诸多自然风 险。农业保险作为农业生产的“稳定器”，在贯彻落实中央三农政策，防范化解 农业生产风险，保障农民收入，防止农民因灾返贫，落实国家粮食安全战略和完 善农村社会保障体系方面具有重要的意义。党的十九大报告明确指出，从现在到 2020年，是全面建成小康社会的决胜期，保险业要坚持以党的十九大报告精神 为指导，全面贯彻落实全国金融工作会议和中央农村工作会议要求，以高度的责 任感和使命感，解放思想、开拓创新，确保农业保险又好又快发展。保险公司应 当抓住这一历史机遇，转变经营思路，调整营销策略，在农业保险产品创新，营 销渠道拓展，品牌宣传，承保理赔服务等方面下大力气，迅速抢占市场，树立自 己的品牌形象，争取农业保险市场的发展先机。 本论文共分为六章。第一章绪论，主要介绍了论文的研究背景意义、国内外 研究现状、研究内容及方法；第二章相关理论综述，主要是对市场营销理论和相 关农业保险理论进行了详细讲解，阐述了农业保险的概念、特点及作用，为下一 部分的分析做好铺垫；第三章ZY农业保险公司营销现状及存在问题，一是简要 介绍ZY农业保险公司，二是对ZY农业保险公司的经营状况进行认真分析并指 出目前存在的问题；第四章ZY农业保险公司营销策略分析，首先运用PEST分 析法对ZY农业保险公司的宏观环境进行分析，然后利用SWOT分析法从优 势、劣势、机会和挑战四个维度对公司的营销环境进行具体分析；第五章ZY 农业保险公司营销策略制定，首先运用STP分析法对公司目标市场战略进行全 面分析，接着从价格、产品、渠道、促销四个角度分析制定营销策略，最后建立 营销策略实施保障体系；第六章结论。本文的研究不仅有助于ZY农业保险公司 做大做强省内农险市场，提高市场占有率，提高公司各项农村保险业务的均衡发 展，而且对公司走出河南，面向全国的战略布局具有一定的推动作用和借鉴意 义。 关键词：农业保险；市场营销；营销策略 论文类型：其他 选题来源：其他 Abstract II ABSTRACT Chinaisalargeagriculturalcountry,andagriculturalproductionisfacedwith manynaturalriskssuchaswindandrain,diseases,insectsandgrass.Asthe "stabilizer"ofagriculturalproduction,agriculturalinsuranceisofgreatsignificancein implementingthecentralpoliciesonagriculture,ruralareasandfarmers,preventing andresolvingagriculturalproductionrisks,safeguardingfarmers'income,preventing farmersfromreturningtopovertyduetodisasters,implementingthenationalfood securitystrategyandimprovingtheruralsocialsecuritysystem.Accordingtothe report,the19thcongressfromnowto2020,isthedecisiveperiodtobuildawell-off societyinanall-roundway,theinsuranceindustrytoadheretothepartywiththe reportspiritofthe19thastheinstruction,earnestlyimplementthenationalfinancial workconferenceandthecentralruralworkconferencerequirement,withhighsenseof responsibilityandmission,emancipatethemind,blazenewtrails,toensurethesound andrapiddevelopmentofagriculturalinsurance.Insurancecompaniesshouldseize thishistoricalopportunity,changetheirbusinessideas,adjusttheirmarketing strategies,makegreateffortsinagriculturalinsuranceproductinnovation,marketing channeldevelopment,brandpublicity,underwritingandclaimserviceandother aspects,quicklyseizethemarket,establishtheirownbrandimage,andstriveforthe developmentofagriculturalinsurancemarket. Thispaperisdividedintosixchapters.Thefirstchapteristheintroduction,which mainlyintroducestheresearchbackground,significance,researchstatusathomeand abroad,researchcontentandmethods.Thesecondchapterisareviewofrelevant theories.Itelaboratesthebasictheoriesofagriculturalinsuranceandinsurance marketingtheories,explainstheconcept,characteristicsandfunctionsofagricultural insurance,andlaysafoundationforthenextpartofanalysis.Inthethirdchapter,the marketingstatusandexistingproblemsofZYagriculturalinsurancecompanyare introducedbriefly.Inchapter4,themarketingstrategyofZYagriculturalinsurance companyisanalyzed.First,themacroenvironmentofZYagriculturalinsurance companyisanalyzedwithPESTanalysismethod,andthentheadvantages, disadvantages,opportunitiesandthreatsofthemarketingenvironmentofZY agriculturalinsurancecompanyareanalyzedwithSWOTanalysismethod.Inchapter 5,themarketingstrategyofZYagriculturalinsurancecompanyisformulated.First, Abstract III thetargetmarketstrategyofthecompanyisanalyzedwiththeSTPanalysismethod, andthenthemarketingstrategyisanalyzedfromthefouraspectsofproduct,channel, priceandpromotion,andfinallythemarketingstrategysecuritysystemisformulated. Chaptersixconclusion.TheresearchinthispaperisnotonlyhelpfulforZY agriculturalinsurancecompanytoexpandandstrengthentheprovincialagricultural insurancemarket,increasethemarketshare,andimprovethebalanceddevelopmentof thecompany'svariousruralinsurancebusinesses,butalsohascertainpromotingeffect andreferencesignificanceforthecompanytogooutofhenanandfacethenational strategiclayout. KEYWORDS:Agriculturalinsurance；Marketing；Themarketingstrategy Dissertationtype:Other Subjectsource:Other 目录 IV 目录 第一章绪论..................................................................................................1 第一节选题背景与研究意义.....................................................................................1 一、选题背景..........................................................................................................1 二、选题意义..........................................................................................................2 第二节国内外研究现状............................................................................................2 一、国外研究现状..................................................................................................3 二、国内研究现状..................................................................................................3 第三节研究内容与方法............................................................................................4 一、研究内容..........................................................................................................4 二、研究方法..........................................................................................................4 第二章相关理论研究..................................................................................5 第一节农业保险理论................................................................................................5 一、农业保险的概念..............................................................................................5 二、农业保险的特点..............................................................................................5 三、农业保险的作用..............................................................................................6 第二节市场营销理论................................................................................................7 一、STP营销理论..................................................................................................7 二、波特五力分析法..............................................................................................7 第三章ZY农业保险公司营销现状及存在问题分析............................11 第一节公司概况.......................................................................................................11 第二节业务现状.......................................................................................................12 一、保费收入情况................................................................................................12 二、险种开展情况................................................................................................12 三、营销队伍建设情况........................................................................................13 第三节问题分析.......................................................................................................14 一、创新能力不足................................................................................................14 二、销售团队成长缓慢........................................................................................14 三、营销手段单一................................................................................................15 四、产品结构不科学............................................................................................15 第四章ZY农业保险公司营销环境分析................................