【摘要】：中國汽車市場的蓬勃發展,給RBX西安分公司機動車保險業務的發展帶來了良好的機遇。但近年來機動車輛保險市場的非理性的價格競爭、各個保險主體持續增加、擴張的白熱化的競爭態勢,使得曾經作為市場領導者的RBX西安分公司機動車輛保險的市場份額開始逐漸下降,導致其盈利空間持續萎縮,公司之問的競爭壓力不斷增加,面臨的挑戰形勢日益嚴峻。本文根據相關理論,通過對營銷環境分析、機動車輛保險市場結構分析、車險價格競爭分析和競爭者分析來闡明RBX西安分公司的營銷環境。據此,本文的作者通過積極運用在MBA相關課程上所學到的知識,同時借助自身從事保險監管工作的優勢,緊密結合日常工作中的直接體會提出了分別從尋找微博與微信等新的營銷渠道與平臺、以差異化為導向開展營銷管理、通過代理營銷渠道進行貼心服務、通過以廣告樹立品牌推廣促銷策略等四個方面全面闡述了RBX西安分公司機動車輛保險的營銷策略,并認為上述策略的應用將有助于提高銷售業績,同時提高公司盈利水平。最后總結出營銷策略的研究對公司的發展具有戰略性的意義,并建議公司成立專門的營銷管理部門做更進一步的研究和管理。
[Abstract]:The vigorous development of China's automobile market has brought good opportunities to the development of RBX Xi'an branch motor vehicle insurance business. However, in recent years, with the irrational price competition in the motor vehicle insurance market, the number of insurance agents continues to increase, and the expansion of the insurance market is becoming increasingly competitive. The market share of motor vehicle insurance of RBX Xi'an Branch, once the market leader, began to decline gradually, which led to its profit space shrinking continuously, the competition pressure of the company increasing, and the challenge situation becoming more and more severe. According to the relevant theories, this paper clarifies the marketing environment of RBX Xi'an Branch by analyzing the marketing environment, analyzing the market structure of motor vehicle insurance, analyzing the price competition of automobile insurance and analyzing the competitors. Based on this, the author of this paper actively applies the knowledge learned in the relevant courses of MBA, and at the same time makes use of the advantages of his own work in insurance supervision. In close combination with the direct experience of daily work, this paper puts forward that, from finding new marketing channels and platforms such as Weibo and WeChat, developing marketing management under the guidance of differentiation, and providing close service through agent marketing channels, This paper expounds the marketing strategy of motor vehicle insurance in Xi'an Branch of RBX from four aspects, such as establishing brand by advertising and promoting promotion strategy, and points out that the application of the above strategy will help to improve the sales performance and the profit level of the company at the same time. Finally, it concludes that the research of marketing strategy is of strategic significance to the development of the company, and suggests that the company establish a special marketing management department to do further research and management.
【學位授予單位】：西北大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F842.3

【參考文獻】

相關期刊論文 前5條

1 黎宗劍;;中國保險業人力資源現狀與對策——兼論保險教育的發展方向[J];保險研究;2007年04期

2 胡海濱;;對風險管理中人因的理論探討[J];保險研究;2007年06期

3 李紅;;從加強經營管理的角度改進保險企業風險管理狀況[J];保險研究;2007年10期

4 葉明華;;保險欺詐心理動因分析[J];中國保險;2007年08期

5 慕福明;;構建地市保險市場規范運行長效機制[J];中國保險;2007年11期

，

本文編號：2222704