东莞地区保险市场开拓与保险消费群体培养.docVIP

PAGE PAGE II 摘 要：近年来，随着保险市场的逐步开放，东莞保险市场中保险主体也越来越多，竞争日益加剧。在这种情况下，平安财产保险东莞分公司必须依靠自身的品牌、技术、资源各种优势、采取积极营销策略，提高市场竞争力。运用有效的营销策略迅速扩大规模，抢占市场，才能为未来的激烈竞争和公司的可持续发展打下坚实的基础。但现在的一些保险企业不思提高经营管理水平，完善经营活动，而是一味采用加费返佣，提成回扣等不正当手段来促进销售，在致使其经营状况恶劣的同时，也严重影响了我国民族保险的声誉。本文通过对相关保险营销理论的研究和对东莞保险市场的实际调研分析，着重对平安财产保险东莞分公司的财险营销策略加以研究。探讨适合平安财险东莞分公司的财险营销体制，以此提高平安财险在东莞财险市场上的竞争力。 关键字：平安保险；东莞；方法 Abstract ?? In recent years, with the gradual opening up of the insurance market, insurance market in Dongguan Insurance body more and more, and intensifying competition. In this case, Ping An Insurance Dongguan branch must rely on its own brand, technology, resources of various advantages, to take an active marketing strategy, increase market competitiveness. Use effective marketing strategies to scale up quickly to seize the market, in order to lay a solid foundation for sustainable development and future competitive companies. But now some insurance companies do not think enhance the management level, improve operations, but blindly increase the use of rebate fee, commission kickbacks and other improper means to promote sales, resulting in its poor operating conditions, but also seriously affected China national Insurance reputation. Through the research and Dongguan actual insurance market research and analysis of the relevant insurance marketing theory, focusing on Insurance to study the marketing strategy Ping An Insurance Dongguan branch. Discussion for Ping An Insurance Insurance Dongguan branch of the marketing system, in order to improve Ping An Insurance Insurance in Dongguan market competitiveness. Keywords: Ping An Insurance; Dongguan; method PAGE PAGE 2 目录 TOC \o 1-2 \h \u 15783 摘 要 I 23391 一、 绪论 1 25474 （一）保险的背景 1 （二）保险的意义1 14288 二、 平安公司的简介 2 3631 三、平安保险在东莞地区的现状分析 3 1255 （一） 中国平安财产保险公司概况 3 6196 （二）东莞概况 4 平安公司营销策略的分析6 2342 五、东莞地区保险市场开拓方法及保险消费群体培养的方法 6 16950 （一）树立正确的营销理念 6 3583 （二）制定人员培训计划 7 13730 （三） 加强人力资源建设 8 3567 （四）建立良好的渠道反馈体系 8 1753 总结 9 2138 参考文