文档介绍：中国人保财险上海分公司机动车辆保险营销策略研究
摘要
中国汽车工业的快速发展给中国人民财产保险股份有限公司
上海市分公司简称中国人保财险上海分公司机动车辆保险发展
带来了前所未有的机遇然而另一方面市场非理性的价格战竞
争对手不断增加的激烈的竞争形势使得作为市场领导者的中国人
保财险上海分公司机动车辆保险的市场份额不断下降盈利空间不
断减小公司面临着前所未有的挑战本文通过对机动车辆保险营
销环境的分析消费者购买行为的分析以及竞争者的分析来阐明中
国人保财险上海分公司的营销机会通过对机动车辆保险盈利模式
的分析得出机动车辆保险利润来源的主要途经是降低综合成本率
即降低综合赔付率和综合费用率其中综合费用率又包括手续费率
和内部管理费率用此模型来分析现有营销模式的弊端提出了创
新营销策略的必要性据此本文作者运用 MBA 营销管理课程上所
学到的内容并结合自身从事机动车辆保险市场营销工作的直接体
会提出了渠道产品和服务的三大营销策略其中的侧重点是渠道
策略通过创建品牌汽车销售商的优惠营销策略与汽车生产商的
联合营销策略与银行间的创新金融工具的共同营销策略个人营
销代理策略网上营销策略和电话营销策略六种渠道策略来提高销
售业绩同时提高公司盈利水平最后总结出营销策略的研究对公
司的发展具有战略性的意义并建议公司成立专门的营销管理部门
做更进一步的研究和管理
关键词机动车辆保险营销机会营销策略渠道策略产品策略
服务策略
THE RESEARCH OF MARKETING STRATEGY OF AUTO
INSURANCE IN SHANGHAI BRANCH P&C
COMPANY LIMITED
ABSTRACT
With the development of auto industry of China, it brings good
opportunity to the Property and pany Limited, Shanghai
Branch (abbreviated as Shanghai Branch). On the other hand, as the
market leader, Shanghai Branch’s market share and profit were
decreased by reasonless fight of price and the increase of petitors.
This thesis analyzed pany’s marketing opportunity by analyzing the
auto insurance’s market circumstance, purchase action of the consumer and
the action of petitors. By analyzing the profit model of the auto
insurance, we can know the way to make profit is by the reduction of the
synthesized cost ratio, including the synthesized loss ratio and the
synthesized expenses ratio. The synthesized expenses ratio includes the
commission charge ratio and pany’s internal expenses ratio. The
disadvantage of the existing marketing by analyzing of the model makes it
necessary to find a new marketing strategy. Hereby, the author of this thesis
brings forward three strategies, that is the channel strategy, the production
strategy and the service strategy, based on the knowledge learned form the
marketing management of the MBA course and the experience of the work.
The emphasis is the channel strategy which includes six