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MBA碩士論文_BZAB財產保險公司營銷策略研究DOC

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摘要
I
摘要
隨著我國經濟的飛速發展,中國保險業也不斷繁榮,為適應市場經濟的改革發
展,保險業的市場化也在不斷增強,在市場經濟中占有重要份額。由此相關的國內
財險市場格局不斷發展變化。保險業市場化營銷理念也日新月異,各保險公司為發
展壯大,都充分利用自身優勢,不斷開拓市場,挖掘客戶,適應競爭的需要。隨著
外資保險公司大量涌入國內,帶動國內保險市場不斷開放,市場格局競爭性逐步形
成,并不斷深化,隨之而來的問題不斷出現,致使市場集中度不斷降低。
本文以 STP 理論與 4P 理論作為指導,在對濱州保險市場的實際調研分析,首
先對 BZAB 財險公司的營銷現狀做出了說明,同時對 BZAB 財險公司所處的營銷環
境從宏觀環境、行業競爭、內部環境進行了分析。其次,運用 STP 理論與 4P 理論
對公司營銷策略從多方面進行分析。最后,為 BZAB 財險公司營銷策略的實施制定
了如下的保障措施:加強營銷隊伍建設;提升內部管理,改善服務質量;建立良好
的渠道反饋體系。
本文建立在 BZAB 財產保險公司的真是數據上進行分析研究的,通過對理論
聯系實際,對公司的營銷策略進行提高與完善,在激烈的市場競爭中提升公司競爭
力與市場份額有一定的指導作用。
關鍵詞:財產保險、營銷策略、STP 理論、4P 理論山東理工大學碩士學位論文 ABSTRACT
II
ABSTRACT
With the rapid development of China&39;s economy. China&39;s insurance industry is also
booming, in order to adapt to the reform and development of the market economy, the
insurance industry is also growing market, in the market economy occupies an important
share. Thus the relevant domestic property insurance market structure continues to evolve.
Insurance market marketing concept is also changing, the insurance companies for the
development and growth, are making full use of their own advantages, and constantly open
up the market, mining customers, to adapt to the needs of competition. With the influx of
foreign insurance companies into the domestic, led the domestic insurance market has been
open, the market structure of the competitiveness of the gradual formation, and continue to
deepen, followed by the emergence of the problem, resulting in reduced market
concentration.
In this paper, STP theory and 4P theory as a guide, in the Binzhou insurance market,
the actual research and analysis,
First of all, BZAB property insurance company&39;s marketing status has made a
description, while the BZAB property insurance company in which the marketing
environment from the macro environment, industry competition, the internal environment
were analyzed. Secondly, the use of STP theory and 4P theory of the company&39;s marketing
tactics from many aspects of analysis. Finally, for the implementation of BZAB corporate
tactics to develop the following security measures: to strengthen the marketing team; to
enhance internal management, improve service quality; establish a good channel feedback
system.
This paper is based on the analysis and research of BZAB property insurance
company. Through the theory and practice, the marketing tactics of the company is
improved and perfected. It has a certain guiding role in enhancing the competitiveness and
market share of the company in the fierce market competition.
Key words: Property insurance, Marketing tactics, STP theory,4P theory山東理工大學碩士學位論文 目 錄
III
目 錄
摘要.................................................................................................................................I
ABSTRACT.......................................................................................................................... II
目 錄..............................................................................................................................III
第一章 緒論..........................................................................................................................1
1.1 研究背景與研究意義..............................................................................................1
1.1.1 研究背景........................................................................................................1
1.1.2 研究意義........................................................................................................1
1.2 研究內容與研究方法..............................................................................................2
1.2.1 研究內容........................................................................................................2
1.2.2 研究方法........................................................................................................2
1.3 國內外研究綜述......................................................................................................3
1.3.1 國內文獻綜述................................................................................................3
1.3.2 國外研究現狀.................................................................................................4
第二章 相關理論概述..........................................................................................................8
2.1 STP 理論...................................................................................................................8
2.1.1 市場細分........................................................................................................8
2.1.2 目標市場........................................................................................................8
2.1.3 市場定位........................................................................................................9
2.2 4P 理論....................................................................................................................10
2.2.1 4Ps 營銷理論................................................................................................10
2.2.2 4Cs 營銷理論................................................................................................11
第三章 BZAB 財產保險公司營銷現狀分析.....................................................................12
3.1 公司簡介................................................................................................................12
3.2BZAB 財產保險公司營銷策略的現狀..................................................................12
3.2.1 營銷渠道.......................................................................................................12
3.2.2 市場份額......................................................................................................14
3.3 BZAB 財產保險公司營銷存在的問題.................................................................15
3.3.1 保險營銷渠道開發與拓展不夠..................................................................15
3.3.2 服務營銷意識需進一步加強......................................................................15
3.3.3 缺乏品牌塑造意識,企業形象和企業文化欠缺......................................15
3.3.4 保險產品同構現象嚴重,定價不合理......................................................16
第四章 BZAB 財產保險公司營銷環境分析....................................................................17
4.1 宏觀環境分析.........................................................................................................17
4.1.1 政治環境分析...............................................................................................17
4.1.2 經濟環境分析...............................................................................................17
4.1.3 社會環境分析.................................
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