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论文编号：	8711
作者编号：	2120142587
上传时间：	2016/12/7 16:25:09
中文题目：	基于特惠商户的太平公司车险营销模式的研究
英文题目：	Study of Taiping Company Auto Marketing Mode Based on Preferential Merchant
指导老师：	卿志琼
中文关键字：	车险营销模式；特惠商户；直复营销；签单成本
英文关键字：	Auto insurance marketing mode；preferential merchant ；Direct marketing；Signing cost
中文摘要：	近年来，中国大陆的车险行业始终徘徊在亏损边缘并且逐年恶化。车险传统营销模式缺乏竞争力和盈利能力，限制了商车费改的深化，阻碍了行业的进一步发展。车险营销模式的创新迫在眉睫。论文通过对相关文献的搜集，总结了六种车险新型营销模式，依次是电话营销、网络营销、连锁门店、移动互联、产业链整合和基于UBI产品的营销。本文从太平财险出发，逐一分析了经代、团队、车商、银保、综拓五大渠道存在的问题，指出车险传统营销模式的症结在于过度依赖中介，导致签单成本飙升。六种车险新型营销模式在太平财险的推广情况均不理想，其中连锁门店的特性不符合车险行业；产业链整合对纵向一体化战略要求太高；基于UBI产品的营销受制于监管约束和技术成熟度，现阶段无法应用。电话营销、网络营销、移动互联等直复营销模式受车主返利的影响，降低签单成本的效果不如预期，令太平财险望而却步。论文针对太平财险现有营销模式局限性提出一种全新的基于特惠商户的车险营销模式，试图解决现有营销模式所存在的问题。论文根据兼容性原则、效率性原则、平衡性原则和区域性原则，论证了太平财险引入特惠商户的可行性；分析了特惠服务应当与直复营销结合并剔除签单成本；构建了以特惠型车险产品为核心的营销框架；阐述了新模式的营销流程、补偿方案和突出特色。具体的实施过程中，太平财险应当首先变革组织结构，分离出特商车险事业部，为新模式创造纯净的发展环境；其次要组建特商渠道，打造专业化的商务谈判小组，保证特惠商户的开拓工作顺利进行；接着还要投入精力开发车险APP，确保检索、业务和客户三个模块的功能完善，为新模式提供强有力的移动技术支撑。此外，太平财险还必须持续性地进行广告投入，以保障新模式的运行。本文还尽可能地总结了新模式运行后可能遇到的问题，并提出了相应的对策，为新模式的运行保驾护航。文章通过假设和量化的方法，预期新模式运行后，车主可以获得3倍于保费的收益；太平财险可以将综合成本率压低到90%左右。论文研究对太平财险构建新的营销模式具有一定的指导作用，同时对相关企业营销模式的创新具有一定的参考价值。
英文摘要：	In recent years, China's auto insurance industry has always been hovering at the edge of the loss and deterioration of the year. Auto insurance traditional marketing model lack of competitiveness and profitability, limiting the deepening of the reform of the fare to hinder the further development of the industry. Auto insurance marketing mode innovation is imminent. Papers through the collection of relevant literature, summed up the six new models of auto insurance marketing model, followed by telephone marketing, network marketing, chain stores, mobile Internet, industrial chain integration and marketing based on UBI products. This paper analyzes the TPI of the generation, team, car dealers, bancassurance, integrated extension has five channels, points out the crux of the problem lies in the traditional marketing mode of insurance intermediary leads to excessive dependence, the soaring cost of signing. Six new auto insurance marketing mode in promotion of TPI are not ideal, the characteristics of chain stores do not meet the insurance industry; industry chain integration is too high for the vertical integration strategy based on UBI; the marketing of products subject to regulatory constraints and technology maturity, at this stage can not be used. Effect of telephone marketing, network marketing, mobile Internet and other direct marketing mode by the owners of the rebate, reduce the cost of the signing effect as expected, make TPI prohibitive. Aiming at the limitations of the existing marketing mode of TPI provides a preferential merchant insurance marketing mode based on the new, try to solve the problems of present marketing pattern. According to the principle, efficiency principle, balance principle and the regional principle, the feasibility of the TPI introduced preferential merchants; analysis of the special services should be combined with direct marketing and eliminate the signing cost; build a marketing framework for special type insurance products as the core; expounds the new mode of the marketing process, compensation plan and outstanding features. The specific implementation process, TPI should first change the organizational structure, separate special business car insurance business, to create a development environment for pure new mode; secondly to set up special business channels, professional business negotiation team, ensure preferential business development work smoothly; and also to put attention on the development of auto insurance to ensure APP. Search, business and customer three module functions, provide strong support for the new mobile technology model. In addition, TPI must also continue to carry advertising, in order to protect the new mode of operation. This paper also summarizes the possible new mode of operation may encounter problems, and puts forward the corresponding countermeasures, to escort the new mode of operation. Through the method of hypothesis and quantify the expected new mode of operation, the owner can get 3 times the premium income; TPI can be integrated cost rate down to about 90%. This thesis has a guiding role in the construction of TPI new marketing mode, and innovation of the marketing mode of enterprises have a certain reference value.
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