浅析平安保险公司在顾客价值层面的营销战略.docVIP

浅析平安保险公司在顾客价值层面的营销战略 摘要：自20 世纪90 年代，ldquo;顾客价值rdquo;的概念逐渐成为理论界和企业界共同关注的热点问题。本在对顾客价值，传统营销战略和基于顾客价值的营销战略的关键点进行论述的基础上，分析了平安保险的现状，探讨了其优势和不足。最后，针对我国保险业营销发展现状，从顾客价值理论层面对以下六点进行分析：首先进行顾客细分并集中关注目标顾客群，随后深入分析竞争对手，树立基于顾客价值理念的营销观念，并且用顾客的声音来打造企业愿景，根据企业的长期发展目标来确定优先顺序mdash;mdash;合理分配营销资源，最后构建并传递强势的品牌。本文一方面在理论上做了有益的探究，同时对我国的保险公司制定营销战略有一定的指导意义及借鉴价值。11273 关键词： 顾客价值；保险；平安公司；营销战略 Analysis of Ping An insurance company in the aspect of customer value marketing strategy -- Take Ping An insurance as an example Abstract: Since the 1990s, the quot;customer valuequot; concept has become the hot issue of common concern in theory and business circles. This paper discusses the basis of customer value, the traditional marketing strategy and the marketing strategy based on customer value of the key points, analyzes the current situation of the Ping An Insurance, explores its advantages and disadvantages. Finally, the development status of China#39;s insurance industry marketing, the following six points from the level of customer value theory analysis: First, customer segmentation and focus on the target customer base, followed by in-depth analysis of competitors, establish a marketing concept based on the concept of customer value, and the voice of the customer to build the corporate vision, to determine the order of priority - the rational allocation of marketing resources, and finally build and deliver a strong brand based on the long-term development goals. The one hand, in theory useful to explore, to develop a marketing strategy of insurance companies at the same time certain guiding significance and reference value. (一)公司简介12 (二)企业营销现状分析12 1、目标市场定位不够合理13 2、服务品质有待提高13 3、靠关系拉业务，缺少真正的关系营销13 七、PA公司实施基于顾客价值的营销战略的建议13 (一)形成基于顾客价值理念的营销观念13 1、与顾客建立伙伴关系13 2、追求高的顾客价值份额14 (二)集中焦点mdash;mdash;顾客细分与目标顾客群14 (三)用顾客的声音打造企业愿景15 (四)分析竞争对手16 (五)确定优先顺序mdash;mdash;合理分配营销资源16 (六)构建并传递强势的品牌17 八、结论17 致谢19 参 考 文 献20 一、引言 这几年来，顾客价值（Customer Value）逐渐变为全球范围内的理论界与企业界一同聚焦的热门话题，它被称作是新的竞争机会之源。而《财富》杂志宣称20世纪90年代是ldqu