联系我们

论文查询结果	返回搜索

论文编号：	9647
作者编号：	2120152638
上传时间：	2017/12/8 10:34:05
中文题目：	P财险公司信用保证险营销策略研究
英文题目：	Research on the Marketing Strategy of the Credit and Guarantee Insurance of P Insurance Company
指导老师：	牛建波副教授
中文关键字：	信用保证保险;组合营销策略;安索夫矩阵
英文关键字：	Credit and guarantee Insurance; Marketing strategy; Ansoff Matrix
中文摘要：	保险业肩负着服务实体经济的责任，随着整个社会经济发展，保险业的功能也不断完善，承担着保障和改善民生的使命，在服务供给侧结构性改革方面发挥着不可替代的重要作用。而信用保证险是增信融资的重要手段，能够有效降低经济交易成本、纠正资本市场失灵、促进消费潜力释放，在服务经济提质增效与普惠金融发展进程中具有广阔发展空间。 目前中国经济正处于调速换挡、结构调整、新旧动能转换的阶段，供给侧结构性改革任务艰巨。企业所处外部环境的变化及自身市场地位的变化，促使公司调整发展思路，发挥优势，利用机会，开拓信用保证险发展新思路，匹配环境，赢得优先发展的突破契机，进而促进提高经营业绩，提升企业竞争力、助力国家改革发展大计是当前保险主体积极探讨的重要问题，也是企业当前面临的根本性问题。 P财险公司作为国有保险公司，具有自身的优势和劣势，本文以P财险公司信用保证险板块的营销策略为主要研究对象，从分析信用保证险国内营销环境与机遇出发，运用组合营销理论展开分析，采取针对P财险公司信用保证险的“4P”组合营销策略，即复合性的渠道策略、多样性的产品策略、靶向性的促销策略和协同性的人员策略作为优化调整策略。从而解决其面临的规模瓶颈、后续发展乏力、客户认知不够深入及服务质量难以保证的主要问题。营销策略的落地还需从企业文化、人力资源、财务制度、系统技术及理赔服务五个方面采取措施来保障相关营销策略的落地与灵活施行。 通过本文对于P财险公司信用保证险营销策略的研究，希望能够对国内同行业企业的信用保证险营销起到一定的参考借鉴作用。
英文摘要：	Insurance shoulder the responsibility of serving the economy. With the development of the whole social economy, the function of insurance has also been constantly improved. It has been bearing the mission of ensuring and improving people's livelihood. And in the service of suppling the side-structural reforms, it plays an irreplaceably important role. As credit guarantee insurance is an important method for increasing the credit, it can effectively reduce the transaction cost, correct the capital market failure, and promote to release the potential consumption. It has a broaden development space in the process of serving the economy and inclusive finance to improve the quality and efficiency. At present, China's economy is in the stage of governing the speed, adjusting the structure and transforming from the old drivers to new ones. It is arduous of the task of the supply-side structural reform. The micro-environment that enterprises is facing has also been influenced by the outside world. It is an important and fundamental issue for the current insurance company to adjust the marketing strategy timely in the condition of the changing in-and-external environment. In order to adapt the environmental changes and grasp the opportunities, which will lead the way to open up a new vision of the development of credit and guarantee Insurance. Then it will promote the business performance, improve the enterprise’ competitiveness, boost the national reform and development in turn. As a state-owned insurance company, P insurance company has its own advantages and disadvantages. This thesis takes the marketing strategy of the section of credit and guarantee insurance as the main research object. Starting from the analysis of the domestic marketing environment and opportunity of the credit and guarantee insurance, the thesis uses the theory of combination marketing theory and take the “4P” combination marketing theory in view of the P company, namely the compound channel strategy, the multifarious product strategy, the targeted promote strategy and the synergistic personnel strategy as the optimization adjustment strategy. In order to solve the main problems it faces as the bottleneck of market size, the weakness of follow-up development, the not enough in-depth of customers’ awareness and the unstable service quality. The implementation of the marketing strategy needs to take measures from the following five aspects, namely enterprise culture, human resources, financial system, technology and service, to ensure the flexible implementation of the relevant marketing strategies. Through the research on the marketing strategy of the credit and guarantee insurance of P insurance company, we hope to have some reference for other credit and guarantee insurance companies about their domestic marketing.
查看全文：	预览  下载(下载需要进行登录)