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MBA毕业论文_保险河北分公司个险业务服务营销策略研究

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伴随我国供给侧结构性改革取得的阶段性显著成效,我国的经济实现了快速回升, 同时也激发了市场需求,使得保险市场得以快速发展。近几年来,伴随着国民保险意 识的不断增强,人口老年化不断加剧以及二胎政策的放开,保险市场也逐步进入到了 新的发展阶段。在国家的政策扶持之下,保险行业有了明确的发展方向,为保险行业 提供了一个最佳的发展机遇。 在河北省,保险企业遍地都是,竞争异常激烈,在所有的保险企业当中,H 保险 河北分公司在省内的市场占有率相对较高,规模人力相对较多,具有一定管理难度。 伴随着河北保险市场中越来越多主体公司的进入,行业的竞争越来越激烈,H 保险河 北分公司面临诸多挑战。其原有的服务营销策略缺乏针对性与精准性,亟待根据不同 客户群体的需求来实施差异化的服务营销策略。只有不断提升自身的品牌竞争力及产 品特色,提升服务水平,才能够立足市场。 鉴于此,本文采用问卷调查和访谈法等研究方法,以 H 保险公司河北分公司作为 研究对象,站在 7P 策略的角度,研究其服务营销策略存在的问题并提出解决对策。 论文首先对 H 保险公司河北分公司所处的营销环境进行了分析;其次在明确其定位的 前提下,重点公司的服务营销现状及存在的问题进行研究,主要从产品创新性、价格 优势、渠道建设、促销力度、人员素质、客户服务过程等方面提出问题,最终提出相 应的改进对策。 主要包括开发特色产品,制定多种价格策略,采取线下线上相结合的渠道策略, 制定多元化促销策略,提升个险代理人的综合素质,优化提升服务过程,软硬件展示 等策略。望通过本文的相关研究能够为 H 保险公司河北分公司营销工作提供部分思路 及参考。 论文结论主要有:(1)发现当前 H 保险公司河北分公司在个险业务服务营销中 存在的问题,其中包括:产品缺乏创新性、价格定位缺乏优势、营销渠道建设不完善、 营销促销力度不够、代理人专业素质有待提升、客户服务过程有待优化。(2)对 H 保 险河北分公司服务营销策略的提出了改进对策,其中包括:增加产品类型,研发特色 产品,制定差异化价格策略,采取线下线上相结合的渠道策略,制定多元化促销策略, 提升个险代理人的综合素质,优化提升服务过程,软硬件展示策略等。 关键词:人寿保险;个险;服务营销;7P 策略ABSTRACT In Hebei Province, insurance enterprises are everywhere, the competition is extremely fierce, in all insurance enterprises, H insurance companies as Hebei Province has a relatively high share and relatively difficult management, in the local market. Along with the increase of the main body of competition in Hebei insurance market, the industry competition is also beginning to intensify, and the Hebei branch of H insurance company is facing many challenges. Its original service marketing strategy needs to be changed according to market demand. Only by accurately grasping and analyzing consumer demand and implementing differentiated service marketing strategy according to different consumer needs and striving to improvetheservicelevel ofindividuals andcompanies canwewincustomersandmarkets. In Hebei Province, insurance companies are everywhere, and competition is fierce. Among all insurance companies, H Insurance Hebei Branch has a relatively high market share in the province, a relatively large scale of manpower, and a life insurance company with certain management difficulties. . With the entry of more and more major companies in the Hebei insurance market, competition in the industry has become increasingly fierce, and H Insurance Hebei Branch is facing many challenges. Its original service marketing strategy lacks pertinence and precision, and it is urgent to implement differentiated service marketing strategies according to the needs of different customer groups. Only by continuously improving its brand competitiveness and product characteristics, and improving service levels, can we gain a foothold in the market. In view of this, this article adopts research methods such as questionnaire survey and interview method, and takes H Insurance Company Hebei Branch as the research object. From the perspective of 7P strategy, this article studies the problems of its service marketing strategy and proposes solutions. The thesis first analyzes the marketing environment of H Insurance Company Hebei Branch; secondly, under the premise of clarifying its positioning, the current status of service marketing and existing problems of key companies are studied, mainly from product innovation, price advantage, and channel Questions are raised in the aspects of construction, sales promotion, personnel quality, customer service process, etc., and finally corresponding improvement measures are proposed. The main conclusions of the thesis are as follows: (1) Found the current problems in themarketing of personal insurance business of H Insurance Company Hebei Branch, including: lack of product innovation, lack of advantages in price positioning, imperfect marketing channel construction, insufficient marketing promotion, and agency The professional quality of people needs to be improved, and the customer service process needs to be optimized. (2) Proposed improvement measures for the service marketing strategy of H Insurance Hebei Branch, including: increasing product types, developing characteristic products, formulating differentiated price strategies, adopting offline and online channel strategies, and formulating diversified promotion strategies , Improve the overall quality of individual insurance agents, optimize and upgrade the service process, software and hardware display strategies, etc. KEYWORDS: Life insurance;Personal insurance;Service marketing; 7p strategy目 录 摘要.............I Abstract ......II 第一章 绪论.................1 1.1 研究背景..................1 1.2 研究意义..................2 1.2.1 理论意义..........2 1.2.2 现实意义..........2 1.3 国内外研究现状.......2 1.3.1 国外研究现状..2 1.3.2 国内研究现状..4 1.3.3 文献评述..........6 1.4 研究内容与研究方法.............................7 1.4.1 研究内容..........7 1.4.2 研究方法..........8 1.5 创新点......................8 1.6 技术路线..................9 第二章 相关概念及基础理论..................10 2.1 相关概念................10 2.1.1 个人保险........10 2.1.2 服务营销的特点...........................11 2.1.3 人寿保险及个险业务的特点.......12 2.2 基础理论................13 2.2.1 PEST 分析理论..............................13 2.2.2 7Ps 营销组合理论 .........................14 第三章 H 保险河北分公司个险业务营销环境分析..............15 3.1 PEST 宏观环境分析15 3.1.1 政治环境分析15 3.1.2 经济环境分析173.1.3 社会文化环境分析.......................18 3.1.4 技术环境分析19 3.2 微观环境分析........20 3.2.1 行业发展........20 3.2.2 竞争对手........21 第四章 H 保险河北分公司个险业务营销现状及调研情况汇总.........................23 4.1 H 保险河北分公司简介.........................23 4.2 H 保险河北分公司个险业务服务营销现状........................25 4.2.1 业务成就........25 4.2.2 经营举措........26 4.2.3 个险队伍........27 4.3 调研情况汇总........28 4.3.1 调查目的........28 4.3.2 问卷设计........28 4.3.3 问卷提纲........29 4.3.4 调查样本........29 4.3.5 调研情况汇总表...........................30 4.3.6 数据统计方法33 第五章 H 保险河北分公司个险业务营销存在的问题和原因分析.......................34 5.1 H 保险河北分公司个险业务营销存在的问题....................34 5.1.1 产品缺乏创新性...........................34 5.1.2 价格定位缺乏优势.......................35 5.1.3 营销渠道建设不完善...................36 5.1.4 营销促销力度不够.......................37 5.1.5 代理人专业素质有待提升...........37 5.1.6 客户服务过程有待优化...............39 5.2 H 保险河北分公司个险业务营销存在问题的原因............39 5.2.1 客户关系管理重视度不够...........40 5.2.2 现代市场营销观念不足...............40 5.2.3 创新能力不够40 5.2.4 营销人力不稳定,服务意识薄弱..............................41 第六章 H 保险河北分公司个险业务服务营销改进对策........42 6.1 增加产品类型,研发特色产品...........42 6.1.1 丰富产品类型426.1.2 开发特色产品服务.......................43 6.2 制定差异化价格策略...........................43 6.2.1 以消费者需求为导向的定价法...44 6.2.2 以市场竞争为导向的定价法.......44 6.2.3 以产品成本为导向的定价法.......44 6.3 采取线下线上相结合的渠道策略.......44 6.3.1 充分利用线下渠道.......................45 6.3.2 大力发展线上渠道.......................45 6.4 制定多元化促销策略...........................46 6.4.1 人员促销........46 6.4.2 广告促销........46 6.4.3 营业推广........47 6.4.4 公共关系........47 6.5 提升个险代理人的综合素质...............47 6.5.1 严格选才标准48 6.5.2 强化人员培训48 6.5.3 加强绩效评价48 6.6 优化提升服务过程48 6.6.1 构建温馨厅堂48 6.6.2 强化电话服务49 6.6.3 推进网络平台49 6.7 软硬件展示策略....50 6.7.1 硬件展示........50 6.7.2 软件展示........50 第七章 H 保险河北分公司个险业务营销策略实施的保障措施.........................51 7.1 人力资源保障........51 7.2 组织机构保障........51 7.3 制度机制保障........52 7.4 信息技术................52 研究结论与展望...........54