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论文编号：	8222
作者编号：	2120142864
上传时间：	2016/6/3 15:51:19
中文题目：	中国出口信用保险公司营销策略及其实施研究
英文题目：	Marketing Strategy and Implementation Study of China Export & Credit Insurance Corporation
指导老师：	李桂华
中文关键字：	出口信用保险；营销策略；政策性；市场竞争
英文关键字：	Export Credit Insurance; Marketing Strategy; Policy Oriented; Market Competition
中文摘要：	中国出口信用保险公司自2001年成立以来，已经迈过了第15个年头，承保规模从最初的27亿美元快速跃升为4715亿美元，其发展历史几乎代表了出口信用保险在中国的发展历史。作为国内唯一专营出口信用保险的政策性保险机构，承保险种既包括独家经营的纯政策性项目险业务，也包括市场逐步开放的贸易险业务，所以具有自身特有的市场营销策略。 　　从2001年到2011年，中国信保用10年时间完成了从新成立到逐步成熟的快速转变。尤其是近几年，公司发展面临更多机遇和挑战：2011年国务院批复了中国信保改革实施总体方案和章程修订草案，进一步明确了公司的政策性定位；2012年，中国信保获得中投公司200亿元人民币注资，大幅充实了公司资本金规模；2013年，人保财险作为第一个短期出口信用保险试点的商业保险公司，标志着贸易险市场化的开始；2014年，国家“一带一路”战略从提出以来逐步推进落实，为中国信保战略转型带来了有利契机；2015年，随着国际大宗商品市场的持续低迷，国际贸易环境迅速恶化，信用保险市场面临重要考验。 　　本研究以营销战略理论、服务营销理论、保险营销理论为基础，运用PEST分析法、SWOT分析法和五种竞争力模型等工具综合分析中国出口信用保险行业宏观环境、微观环境以及行业竞争环境。通过市场细分，进一步明确中国信保目标市场选择和市场定位。通过结合服务营销7Ps理论和大市场营销6Ps理论，创新性的重新组合为9Ps理论，全面研究公司产品与定价、促销与渠道、人员与过程、有形展示、公共关系和政治权力营销策略。并从理念建设、专业化承保、机构合作与政策指引等方面提出策略实施与保障措施。最后提出对未来更好发展的展望，希望在政策属性、客户关系与组合策略研究等方面进一步加强，以继续巩固行业领军地位。
英文摘要：	China Export & Credit Insurance Corporation (Sinosure), has passed the 15th year since its establishment in 2001. The insured amount has risen from USD 2.7 billion initially to USD 471.5 billion in 2015. The history of Sinosure’s development almost represents the development history of export credit insurance in China. As the only policy-oriented export credit insurance institution, its business includes both exclusively managed official project-oriented products, and trade-oriented products which market is gradually opened to commercial insurance companies in recent years. Thus its uniqueness of marketing strategy is really worth being analyzed. 　　From 2001 to 2011, Sinosure used 10 years to complete the rapid transformation from the newly established company to a mature one. Especially in recent years, Sinosure is facing more opportunities and challenges: in 2011, the State Council approved the overall reform scheme of Sinosure, to further clarify the policy orientation of the company; in 2012, China Investment Corporation invested 20 billion RMB in Sinosure, greatly enriched the company’s capital scale; in 2013, PICC P&C Company, was authorized to operate short-term export credit insurance as the first commercial insurance company, marking the end of monopoly market; in 2014, the “One Belt One Road " national strategy was carried out and improved, creating more opportunities for Sinosure’s strategic transition; in 2015, with the international commodity market’s downturn and the fast deterioration of the international trade environment, the export credit insurance market is facing an important challenge. 　　The study is made on the basis of marketing strategy theory, service marketing theory, insurance marketing theory, and using PEST, SWOT and Five Forces Model methods in comprehensive analysis of macro environment, micro environment and industry competitive environment of export credit insurance industry in China. Through market segmentation, it further explains the market selection and market positioning strategy of Sinosure. By combining the service marketing 7Ps theory and "Macro Marketing" 6Ps theory, the study innovates “9Ps” method in order to fully analyze the company’s strategy of product, price, promotion, place, people, process, physical evidence, public relations and political power. Then, suggestions including spirit building, professional underwriting, institutional cooperating and policy guiding are made to support marketing strategy implementation. In the end, the study concludes that Sinosure need to strengthen its policy orientation, customer relationship and strategy combination in the future and continue to maintain the leading position in the industry.
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