本文選題：人保財河南分公司 + 營銷策略問題　； 參考：《鄭州大學》2015年碩士論文

【摘要】：近年來,中國人保財險河南分公司的市場份額及保費增長率持續(xù)下降,市場占有率已于2014年下降至27%,保費同比增長僅為1.8%。在研究分析中發(fā)現(xiàn),市場占有率及保費增長率的不斷下降受人保財險分公司現(xiàn)行的營銷策略的影響較大。因此,對人保財險河南分公司營銷策略進行研究就具有重要的現(xiàn)實意義。論文的主體分為三個部分。第一部分首先介紹了人保財險公司概況,然后對人保財河南分公司營銷環(huán)境進行分析,分別對人保財河南分公司所處的宏觀、中觀、微觀環(huán)境進行分析,本章最后一節(jié)對公司進行SW0T分析,找出人保財?shù)膬?yōu)、劣勢以及公司發(fā)展中存在的機遇及挑戰(zhàn)；第二部分通過對營銷策略現(xiàn)狀的描述及分析,進而發(fā)現(xiàn)人保財險河南分公司營銷策略中存在的一些問題,在產(chǎn)品、價格、渠道、促銷及服務等營銷策略上均存在有不同程度的問題。不可否認,這一系列的營銷策略問題對公司市場占有率的不斷下降負有不可推卸的責任,最后對公司現(xiàn)行營銷策略問題出現(xiàn)的原因加以剖析,分別從內(nèi)外部原因進行分析,主要體現(xiàn)在外部監(jiān)管缺失、產(chǎn)品同質(zhì)化嚴重、市場定位不準確、培訓不足、價格制定不合理等方面,導致中國人保河南分公司一系列營銷問題的產(chǎn)生與蔓延。其中第三部分的營銷策略優(yōu)化研究是本文的核心內(nèi)容,分別從產(chǎn)品、價格、渠道、促銷、服務等營銷策略上進行優(yōu)化,提出合理化策略,最后提出內(nèi)部營銷及集團化營銷。對現(xiàn)有的營銷策略進行優(yōu)化實施,必然可以在很大程度上提高人保財險的市場競爭力,為市場份額的回升提供助力。但由于內(nèi)外部環(huán)境的各種阻力及壓力,論文第三部分優(yōu)化后的營銷策略也不可能全部解決人保財險河南分公司現(xiàn)存營銷問題,優(yōu)化后營銷策略的執(zhí)行效率與執(zhí)行效果很可能事倍功半。因此在執(zhí)行過程中,人保財險河南分公司的管理者一定要有思想預期,只有克服內(nèi)外部各種因素的影響,使之慢慢消化融入現(xiàn)有的營銷策略中,必將在一定程度上影響到公司未來的發(fā)展。
[Abstract]:In recent years, PICC Henan Branch's market share and premium growth rate has continued to decline, the market share has fallen to 27% in 2014, the premium growth rate is only 1.8%. In the research and analysis, it is found that the decreasing market share and premium growth rate are greatly influenced by PICC's current marketing strategy. Therefore, it is of great practical significance to study the marketing strategy of PICC Henan Branch. The main body of the thesis is divided into three parts. The first part introduces the general situation of PICC property insurance company, and then analyzes the marketing environment of PICC Henan Branch, and analyzes the macro, meso and micro environment of PICC Henan Branch respectively. In the last section of this chapter, SW0T analysis is carried out to find out the advantages and disadvantages of PICC as well as the opportunities and challenges in the development of the company. The second part describes and analyzes the current situation of marketing strategy. Then we find that there are some problems in the marketing strategy of PICC Henan Branch, such as product, price, channel, promotion and service. Undeniably, this series of marketing strategy problems bear the unshirkable responsibility for the continuous decline of the company's market share. Finally, the causes of the company's current marketing strategy problems are analyzed, respectively from the internal and external reasons. Mainly reflected in the lack of external supervision, serious product homogenization, inaccurate market positioning, inadequate training, unreasonable pricing, etc., which led to the emergence and spread of a series of marketing problems in Henan branch of PICC. The third part of the marketing strategy optimization research is the core content of this paper, respectively from the product, price, channel, promotion, service and other marketing strategy optimization, put forward the rationalization strategy, and finally put forward the internal marketing and group marketing. The optimization and implementation of the existing marketing strategies will certainly improve the market competitiveness of PICC to a great extent and provide assistance for the recovery of market share. However, due to various internal and external environment resistance and pressure, the third part of the optimization of the marketing strategy can not fully solve the PICC property insurance Henan branch of the existing marketing problems, The execution efficiency and effect of the optimized marketing strategy are likely to be doubled with half the result. Therefore, in the process of implementation, the managers of PICC Henan Branch must have an ideological expectation. Only by overcoming the influence of various internal and external factors, can they slowly digest and integrate into the existing marketing strategy. It will affect the future development of the company to a certain extent.
【學位授予單位】：鄭州大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F274;F842.3

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相關期刊論文 前1條

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本文編號：1940204