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MBA论文_人保财险XT分公司企业财产保险营销策略研究

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河北科技大学学位论文原创性声明
本人郑重声明:所呈交的学位论文,是本人在导师的指导下,独立进行研究工
作所取得的成果。对本文的研究做出重要贡献的个人和集体,均已在文中以明确方
式标明。除文中已经注明引用的内容外,本论文不包含任何其他个人或集体已经发
表或撰写过的作品或成果。本人完全意识到本声明的法律结果由本人承担。
学位论文作者签名:
指导教师签名:
2021年 12月 6日
2021年 12月 6日
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2021年 12月 6日
2021年 12月 6日



摘要
随着经济发展以及不同规模企业生产发展的步伐加快,当地企业数量在近几年
出现迅速猛增。与此同时,企业所面临的风险也越来越多、越来越复杂,企业风险
因素大大增加,企业本身的财产跟相关利益将会面临着更多的风险威胁。意外事故
风险在近几年也不断增加,尤其是火灾风险。科技的发展和进步不断拉升了企业的
生产效率,但带来极大物质利益的同时,也给各企业带来了许多危险因素,给企业
正常生产运行带来了新的威胁和风险。企业财产保险针对企业的财产进行承保,承
担了风险分散的作用,对于企业的风险管理和社会稳定起到了很重要的作用。在目
前的研究理论中,还未有对企业财产保险进行营销策略方面的系统性介绍尤其是市
级分公司层面,应用到的理论知识较少并且匮乏,本文对于企业财产保险的营销策
略研究有助于人保财产市级分公司在新时期对企业财产保险营销层的探究。
本文首先对人保财险 XT分公司的介绍及营销环境分析。主要是运用 PEST方法
分析其宏观层面面临的形势,同时进一步分析其微观环境。运用 SWOT分析法对人
保财险 XT分公司进行分析,分析其竞争优势、竞争劣势、机会、威胁,得出结论。
其次是对人保财险 XT分公司企业财产保险营销现状和出现的问题进行分析。主要使
用 STP理论对市场选择和定位进行分析,同时用 7Ps理论对人保营销现状和存在的
问题进行分析和阐述,主要是从调研数据与人保财险 XT分公司发展数据综合分析。
之后是针对当前出现的问题,从产品、定价、渠道、促销、人员、服务过程、有形
展示七个方面提出优化策略。最后对实施营销策略提出人员管理、互联网技术、组
织管理的保障策略。目前 XT分公司对于企业财产保险的发展已经到了一个饱和期,
如何找到更适合市场需求的营销策略,对于企业财产险的业务发展至关重要,希望
通过提出的策略能够用一定的参考价值。
关键词人保财险 XT分公司;企业财产保险;营销策略;保障措施
I

Abstract
Abstract
With the acceleration of economic development and the production development of
enterprises of different sizes, the number of local enterprises has increased rapidly in
recent years. At the same time, the risks faced by enterprises are becoming more and more
complex, the enterprise risk factors are greatly increased, and the enterprise's own
property and related interests will face more risk threats. Accident risk is also increasing in
recent years, especially fire risk. The development and progress of science and technology
continue to improve the production efficiency of enterprises, but it not only brings great
material benefits, but also brings many risk factors to enterprises, and brings new threats
and risks to the normal production and operation of enterprises. Enterprise property
insurance underwrites the enterprise's property, undertakes the role of risk dispersion, and
plays a very important role in enterprise risk management and social stability. In the
current research theory, there is no systematic introduction to the marketing strategy of
enterprise property insurance, especially at the level of municipal branches. The applied
theoretical knowledge is less and scarce. The research on the marketing strategy of
enterprise property insurance in this paper will help PICC municipal branches to explore
the marketing layer of enterprise property insurance in the new period.
Firstly, this paper introduces PICC Property Insurance XT branch and analyzes its
marketing environment. It mainly uses PEST method to analyze the situation at the macro
level and further analyze its micro environment. Use SWOT analysis method to analyze
PICC Property Insurance XT branch, analyze its competitive advantages, competitive
disadvantages,opportunities and threats, and draw a conclusion. Secondly, it analyzes the
current situation and problems of enterprise property insurance marketing of PICC
Property Insurance XT branch. It mainly uses STP theory to analyze the market selection
and positioning, and uses 7PS theory to analyze and elaborate the current situation and
existing problems of PICC marketing, mainly from the comprehensive analysis of research
data and the development data of PICC Property Insurance XT branch. Then, aiming at the
current problems, this paper puts forward optimization strategies from seven aspects:
product, pricing, channel, promotion, personnel, service process and structured display.
Finally, it puts forward the guarantee strategies of personnel management, Internet
technology and organization management. At present, XT branch has reached a saturation
period for the development of enterprise property insurance. How to find a marketing
strategy more suitable for the market demand is very important for the business
III
。。。以下略