中国太平洋保险服务营销策略研究
发布时间：2019-04-21 11:09
【摘要】：中国保险业自1979年恢复经营以来，可谓机遇与挑战并存。30年间，随着我国经济持续稳定增长，人民群众消费能力增强、消费需求升级，我国保险业也取得了迅猛发展。截止2013年，全国保费收入1.7万亿，年平均增长速度高达32.8%，远远高于同期国内生产总值的平均增长速度.保险市场主体已达168家,我国已成为世界发展最快、规模最大的保险市场。 伴随着经济的发展，我国的保险产品和服务也在不断完善延伸，比如商业医疗、养老、涉农、食品安全、社会管理等，国家也出台多项政策扶持保险行业，，我国保险业将获得难得的历史发展机遇，同时，保险行业也面临着竞争加剧，保险服务要求提高，企业生产经营成本上升等巨大挑战[1]。168家保险公司如何在激烈的市场竞争中抓住发展机遇，赢得市场？这是各级管理者必须考虑和面对的问题。 现如今，金融行业的竞争不仅仅是企业与企业的竞争，它还是服务水平多元化、系统化的市场竞争。对于保险公司而言，在市场竞争日益激烈、产品同质化的今天，保险公司再依靠原有的跑马圈地、以人力数量、以保费的规模、以费用的投入力度等粗放式的管理来争夺市场份额已显得不合时宜。在这个以客户需求、客户体验、信息大爆炸的时代，只有对消费者的需求进行准确的把握和分析,才可以为消费者提供个性化的营销服务。只有对现有市场进行有效的定位和市场细分,对潜在的客户进行不断的挖掘和培养,才能提供满足消费者需求的产品和服务,才能制定适宜的服务营销策略,赢得客户，占有市场。所以，保险公司要想彰显自身的实力，在竞争中取得优势，就需要运用服务手段打造核心竞争力，打造服务品牌，体现出区别于其他保险公司的特色。 因此，本文研究的是中国太平洋保险的服务营销管理策略。保险服务水平的高低是保险品牌形象的重要体现，如果重视不够将会影响保险的经济效益。在这样的前提下，如何体现特色，获得认可？本文认为，搞好服务是重中之重。尤其是像太平洋保险这样起步较早，机构庞大、制约因素较多，客户数量巨大、农村客户数量多的全国性保险公司，更应该把服务做实、做细、做出特色、做出风格，这样才能赢得客户、赢得市场、才能在激烈的市场竞争中打造特色的服务品牌，实现公司的可持续价值增长。
[Abstract]:Since China's insurance industry resumed operation in 1979, there have been both opportunities and challenges. In the past 30 years, along with the sustained and stable growth of our economy, the enhancement of the people's consumption capacity and the upgrading of consumption demand, China's insurance industry has also made rapid development. As of 2013, the country's premium income was one trillion six hundred and ninety nine billion nine hundred and ninety nine million nine hundred and ninety nine thousand nine hundred and ninety nine, growing at an average annual rate of 32.8 percent, much higher than the average growth rate of GDP in the same period. The main body of insurance market has reached 168, and China has become the fastest-growing and largest-scale insurance market in the world. With the economic development, China's insurance products and services are also constantly improving and extending, such as commercial medical care, old-age care, agriculture-related, food safety, social management, and so on. The state has also issued a number of policies to support the insurance industry. China's insurance industry will have a rare opportunity for historical development. At the same time, the insurance industry is also faced with increased competition and increased requirements for insurance services. How do 168 insurance companies seize the development opportunities and win the market in the fierce market competition? This is a problem that managers at all levels must consider and face. Nowadays, the competition of financial industry is not only the competition between enterprises, but also the diversified and systematic market competition of service level. For insurance companies, in the increasingly fierce competition in the market, product homogenization today, insurance companies rely on the original racetrack, with the number of manpower, to the scale of the premium. It is anachronistic to compete for market share with extensive management such as input of expense. In this era of customer demand, customer experience and information explosion, only by accurately grasping and analyzing the needs of consumers can we provide personalized marketing services to consumers. Only by effectively positioning and segmenting the existing market and continuously excavating and cultivating potential customers can we provide products and services to meet the needs of consumers, formulate appropriate service marketing strategies and win customers. Take possession of the market. Therefore, if insurance companies want to show their own strength and gain advantage in competition, they need to use service means to create core competitiveness and service brand, which is different from other insurance companies. Therefore, this paper studies the service marketing management strategy of China Pacific Insurance. The level of insurance service is an important embodiment of insurance brand image, if insufficient attention will affect the economic benefits of insurance. In such a premise, how to reflect the characteristics and get recognition? This article thinks, good service is the top priority. In particular, a national insurance company such as Pacific Insurance, which has an early start, a large number of institutions, a large number of constraints, a huge number of customers, and a large number of rural customers, should make more solid services, do fine work, make characteristics and make styles. Only in this way can we win the customers, win the market, build the characteristic service brand in the fierce market competition, and realize the sustainable value growth of the company.
【学位授予单位】：河北工业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F842.3;F274
本文编号：2462143
[Abstract]:Since China's insurance industry resumed operation in 1979, there have been both opportunities and challenges. In the past 30 years, along with the sustained and stable growth of our economy, the enhancement of the people's consumption capacity and the upgrading of consumption demand, China's insurance industry has also made rapid development. As of 2013, the country's premium income was one trillion six hundred and ninety nine billion nine hundred and ninety nine million nine hundred and ninety nine thousand nine hundred and ninety nine, growing at an average annual rate of 32.8 percent, much higher than the average growth rate of GDP in the same period. The main body of insurance market has reached 168, and China has become the fastest-growing and largest-scale insurance market in the world. With the economic development, China's insurance products and services are also constantly improving and extending, such as commercial medical care, old-age care, agriculture-related, food safety, social management, and so on. The state has also issued a number of policies to support the insurance industry. China's insurance industry will have a rare opportunity for historical development. At the same time, the insurance industry is also faced with increased competition and increased requirements for insurance services. How do 168 insurance companies seize the development opportunities and win the market in the fierce market competition? This is a problem that managers at all levels must consider and face. Nowadays, the competition of financial industry is not only the competition between enterprises, but also the diversified and systematic market competition of service level. For insurance companies, in the increasingly fierce competition in the market, product homogenization today, insurance companies rely on the original racetrack, with the number of manpower, to the scale of the premium. It is anachronistic to compete for market share with extensive management such as input of expense. In this era of customer demand, customer experience and information explosion, only by accurately grasping and analyzing the needs of consumers can we provide personalized marketing services to consumers. Only by effectively positioning and segmenting the existing market and continuously excavating and cultivating potential customers can we provide products and services to meet the needs of consumers, formulate appropriate service marketing strategies and win customers. Take possession of the market. Therefore, if insurance companies want to show their own strength and gain advantage in competition, they need to use service means to create core competitiveness and service brand, which is different from other insurance companies. Therefore, this paper studies the service marketing management strategy of China Pacific Insurance. The level of insurance service is an important embodiment of insurance brand image, if insufficient attention will affect the economic benefits of insurance. In such a premise, how to reflect the characteristics and get recognition? This article thinks, good service is the top priority. In particular, a national insurance company such as Pacific Insurance, which has an early start, a large number of institutions, a large number of constraints, a huge number of customers, and a large number of rural customers, should make more solid services, do fine work, make characteristics and make styles. Only in this way can we win the customers, win the market, build the characteristic service brand in the fierce market competition, and realize the sustainable value growth of the company.
【学位授予单位】：河北工业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F842.3;F274
【参考文献】
相关期刊论文 前3条
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3 周卫东;论保险服务与核心竞争力的培育[J];上海保险;2004年11期
本文编号：2462143
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