深圳前海新区保险营销渠道创新研究

发布时间：2018-06-19 06:49

本文选题：深圳前海新区 + 保险　；参考：《中南林业科技大学》2014年硕士论文

【摘要】：随着国内保险市场的全面对外开放,保险经营主体日益增多,市场竞争不仅是产品和服务的竞争、价格的竞争,更是观念的竞争、营销渠道的竞争。以客户为中心、为客户创造价值成为保险企业重要的经营理念,是保险企业提高市场占有率的唯一途径,对目标市场进行细分并实施相应的营销渠道策略成为保险企业最重要的、最有效的竞争手段。而现有营销渠道的不足,不仅造成企业运行效率的下降和资源的浪费,还影响企业为客户服务的水平和质量,从而影响深圳前海新区保险企业的市场竞争力和可持续发展能力,从这一点出发对深圳前海新区保险公司营销渠道进行整合及分析,并且提出了解决保险营销渠道问题的建议。本文通过对深圳前海新区保险市场现有营销渠道进行分析,看到其在发展中存在的种种问题,以及营销渠道的建设对保险业务的拓展和保险公司市场占有率的重要性,得出深圳前海新区保险营销渠道仍停留在粗放式经营阶段,不管是传统的营销渠道,还是新型营销渠道都缺乏全面、系统的长远发展规划,在保险产品、价格、促销手段趋于雷同的今天,对营销渠道的正确选择与大胆创新势在必行。本文采用了定量分析与定性分析相结合的研究方法,基于深圳前海新区保险营销渠道发展的现状及存在问题的定性分析基础上进行定量化研究,通过数据表格进一步阐述各渠道间的区别与联系以及深圳前海新区保险市场各渠道所占市场份额,完善了深圳前海新区保险营销渠道建设框架,使本文的研究具有可行性、可操作性等特点。
[Abstract]:With the opening of domestic insurance market to the outside world, the main body of insurance business is increasing day by day. The market competition is not only the competition of products and services, the competition of price, but also the competition of concept and marketing channel. Taking the customer as the center, creating value for the customer becomes the important management idea of the insurance enterprise, and it is the only way for the insurance enterprise to increase its market share. Segmenting the target market and implementing the corresponding marketing channel strategy have become the most important and most effective means of competition for insurance enterprises. The insufficiency of the existing marketing channels not only leads to the decline of the efficiency and the waste of resources, but also affects the level and quality of service to the customers, thus affecting the market competitiveness and sustainable development ability of the insurance enterprises in the Qianhai New area of Shenzhen. From this point of view, this paper integrates and analyzes the marketing channels of insurance companies in Qianhai New District, Shenzhen, and puts forward some suggestions to solve the problems of insurance marketing channels. Based on the analysis of the existing marketing channels of the insurance market in Qianhai New area of Shenzhen, this paper finds out the problems existing in the development of the insurance market and the importance of the construction of the marketing channels to the expansion of insurance business and the market share of insurance companies. It is concluded that the insurance marketing channel of Shenzhen Qianhai New area is still in the extensive management stage. Whether it is the traditional marketing channel or the new marketing channel, there is a lack of comprehensive and systematic long-term development planning in insurance products and prices. Promotion means tend to be similar today, the correct choice of marketing channels and bold innovation is imperative. This paper adopts the research method of combining quantitative analysis and qualitative analysis, based on the present situation of the development of insurance marketing channel in Qianhai New area of Shenzhen and the qualitative analysis of the existing problems, carries on the quantitative research based on the qualitative analysis. Through the data table, the differences and connections among the channels and the market share of the insurance market in the Shenzhen Qianhai New area are further expounded, and the construction framework of the insurance marketing channel in the Shenzhen Qianhai New area is improved, which makes the research of this paper feasible. Maneuverability and other characteristics.
【学位授予单位】：中南林业科技大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F842.3

【参考文献】