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论文编号：	15562
作者编号：	2320223849
上传时间：	2025/12/5 17:15:04
中文题目：	大地保险公司车险业务服务营销策略研究
英文题目：	Research on the Service Marketing Strategy of China Continent Insurance''''s Vehicle Insurance Business
指导老师：	杜建刚
中文关键字：	车险业务；服务营销；品牌策略；7P理论；策略优化
英文关键字：	Vehicle Insurance Business；Service Marketing；Brand Strategy；7P Theory；Strategy Optimization
中文摘要：	在车险市场竞争日趋激烈的背景下，消费者需求愈发多元和细化，基于单点价格的竞争已经不再适应市场的变化，提升品牌力和服务差异化是保险企业实现长期发展的关键；而与此同时，基于各类数字化技术手段的广泛应用也促使车险从销售端口到理赔环节的整个服务链条向着更易于触达用户的方向进化。因此如何基于这些新变化和痛点尝试新的服务营销模式提高品牌力和用户黏性成为当下困扰保险公司的重要问题。 本文针对大地保险品牌的车险服务营销开展相关探索，并依据7P服务营销理论，在参考和结合人口统计学因素、参与行为、社会环境因素和车险服务营销的效果下，对大地保险所处车险市场竞争环境以及消费者需求的变化趋势、行业数字化发展情况进行分析，找出服务营销中面临的机会和挑战；其次根据7P服务营销理论展开对大地保险产品体系创新性、适配性；价格机制灵活性、透明性；渠道网络覆盖广度和服务效率；促销吸引力、转化率；服务人员专业素养、沟通能力；服务流程便捷性、规范性；物理环境舒适度、品牌辨识度等7个方面的现状进行全方位地诊断并找出车险服务营销存在的问题；最后根据诊断情况建立有针对性的优化服务营销策略。 经调查研究发现：大地保险的车险服务营销产品同质化严重，价格不透明度低，线上渠道的服务效率低下，服务人员的专业程度参差不齐。通过对大地保险的产品创新机制进行改进、完善价格透明化，优化升级大地保险的全渠道服务，加强完善员工培训体系，从而实现大地保险提高企业服务资源利用效率，改善企业的营销管理水平，为大地保险提供具有科学性和可操作性的服务营销策略优化路径，进而指导大地保险进行服务营销优化和精细化运营管理工作，更给同类型保险企业提供可供参考的经验和样本。
英文摘要：	In a world that faces so much competition, the modern day consumer demand in auto insurance will diversify and specialize. Old style competition based purely on price alone doesn't work anymore, and the basis for any company looking to stand out within the insurance industry will need to make use of the brand’s potential of service marketing. Digital technology continues to change the way people use auto insurance services, both how they access them as well as what they might do during their experience with it. The way companies think about and develop service marketing strategies thus needs to be changed if they are to hold on to brand and remain attractive to users going forward. Taking the brand auto insurance service marketing of China Continent Insurance as the research object, this paper refers to the 7P Service Marketing Theory and combines dimensional factors such as users' demographic characteristics, participation behaviors, social environment variables, and service marketing effects. Firstly, it analyzes the competitive environment of the auto insurance market where China Continent Insurance is located, the changing trends of consumer demands, and the digital development trend of the industry, so as to clarify the opportunities and challenges faced by the company in service marketing. Secondly, centering on the 7P theoretical framework, it conducts a comprehensive diagnosis on the current status of China Continent Insurance's service marketing in seven dimensions, including the innovation and adaptability of the product system, the flexibility and transparency of the pricing mechanism, the coverage scope and service efficiency of the channel network, the attractiveness and conversion rate of promotional activities, the professional quality and communication ability of service personnel, the convenience and standardization of service processes, and the comfort and brand recognition of the physical environment, and accurately identifies the problems existing in each link. Finally, based on the diagnosis results, it constructs a targeted optimization plan for service marketing strategies. Research reveals that problems in service marketing of China Continent Insurance in auto insurance service market include product homogeneity, lack of price transparency, poor online channel service efficiency, and uneven professional capability of service personnel; further optimization of the product innovation mechanism, perfecting the transparent pricing system, upgrading the Oman-channel service process, and enhancing the personnel training system can help improve the use rate of service resources, elevate marketing management's refinement level, and thus help China Continent Insurance’s exploration of differentiated service models. The paper makes an exploratory attempt to provide a scientific and practical strategy path for optimizing the service marketing strategy for China Continent Insurance, while offering reference experience for other insurance enterprises to make corresponding adjustments based on their own actual conditions and explore their respective differentiated service models.
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