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MBA论文_H保险河北分公司个险业务服务营销策略研究

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文本描述
Dissertation Submitted to
Hebei GEO University
for
The Master Degree of
Here Is The Specialty You Engage in
Research On Service Marketing Strategy Of Individual Insurance
Business For H Insurance Hebei Branch
by
Zhu Yaqing
Supervisor: Prof. Meng Yuling
Associate Supervisor:Li Bingliang
Dec. 2020



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 improve the service level of individuals and companies can we win customers and markets.
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 the
。。。以下略