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论文编号：	13351
作者编号：	2320180371
上传时间：	2022/6/12 23:08:36
中文题目：	Z公司（天津）交通运输保险业务营销策略研究
英文题目：	Research on marketing strategy of transportation insurance business of Z Company (Tianjin)
指导老师：	王永进
中文关键字：	安全生产责任保险；交通运输业；营销策略
英文关键字：	Safety production liability insurance ; Transportation industry; Marketing strategy
中文摘要：	近年来，随着经济的高速发展，交通运输行业也在跟随着经济环境的向好而蓬勃发展，但随之而来的运输行业风险增高，事故率逐年提升。特别是天津市作为国际性综合性交通枢纽，道路运输企业、水路运输企业、港口码头经营单位众多。企业性质和规模不一，安全管理水平和安全意识参差不齐，风险隐患较大。 本文就Z公司天津分公司交通运输保险业务营销策略为研究对象，该公司保险业务主要是交通运输安全生产责任险，文章分析了Z公司所设计的交通运输安全生产责任保险在所属领域的营销现状及问题，并就相应问题提出相应的营销策略。提出一套更加符合Z公司安责险现状的营销策略。 文章首先介绍了Z公司整体情况及其所设计的交通安责险产品情况，然后通过宏观环境分析、竞争环境模型、优劣势分析了解了Z公司所处的宏微观环境。而后，文章阐述了目前交通安责险的营销现状和存在问题，后文则结合前期分析的结论来辅助制定营销策略，并解决目前出现的问题。后文根据以上分析，使用服务营销理论和营销组合7P理论对Z公司交通安责险进行了营销策略的设计。同时，文章也提出了相应的策略实施保障措施，来确保策略可以落地执行。
英文摘要：	In recent years, with the rapid development of economy, the transportation industry is also booming with the improvement of economic environment, but the risk of transportation industry increases and the accident rate increases year by year. In particular, as an international comprehensive transportation hub, Tianjin has a large number of road transportation enterprises, water transportation enterprises and port and wharf business units. The nature and scale of enterprises are different, the level of safety management and safety awareness are uneven, and the potential risks are large. This paper takes the marketing strategy of transportation insurance business of Tianjin Branch of Z Company as the research object. The insurance business of the company is mainly transportation safety production liability insurance. This paper analyzes the marketing status and problems of transportation safety production liability insurance designed by Z Company in its field, and optimizes its existing marketing strategy on the corresponding problems. Put forward a set of marketing strategy more in line with the current situation of safety liability insurance of Z company. This paper first introduces the overall situation of Z company and its designed traffic safety liability insurance products, and then understands the macro and micro environment of Z company through pset analysis, Porter's five forces model and SOWT analysis. Then, the paper expounds the current marketing situation and existing problems of traffic safety liability insurance, and the later paper combines the conclusions of the previous analysis to assist in formulating marketing strategies and solving the current problems. Based on the above analysis, this paper designs the marketing strategy of Z company's traffic safety liability insurance by using service marketing theory and marketing combination 7p theory. At the same time, the article also puts forward the corresponding strategy implementation guarantee measures to ensure that the strategy can be implemented.
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