P保险公司营销策略优化研究.pdfVIP

摘要 摘 要 作为我国的重要产业，保险业对国民经济发展有十分重大的影响。基于后 疫情的时代背景下，我国保险行业迎来了新的挑战，引起了广泛的关注。国家 也出台了一些政策，鼓励和支持保险行业的发展。随着当前居民投资渠道的多 样化，我国保险行业未来必然会进入快速发展时期。但以往的人海战术，已经 跟不上时代的脚步，涌现出许多问题和挑战，如展业成本的提升、保险科技的 线上赋能、互联网保险平台等新型业态的涌现、客户需求的转型升级等。 本文选取P 保险公司为研究对象，通过STP 理论、宏微观环境分析法和4Ps P SWOT 理论研究了 保险公司营销的现状及存在的问题，并结合 分析比较公司 在市场上的优劣势，从而提出可行的营销策略优化的建议。本文开篇分析了议 题背景和意义，再概述国内外的研究。其次，对本文所运用到的理论基础进行 了相关的介绍，包含市场营销和保险营销的概念及相关理念。然后分别介绍公 P 司情况和市场概况，并对公司的内外部营销环境进行分析，解析出 保险公司 当前的营销策略面临的困境，以及基于SWOT 分析法阐述了当前市场的优劣势 和机遇挑战。然后，根据分析结果，提出了关于产品、价格、渠道及促销上的 营销策略优化建议。最后提出了营销策略的保障措施，包含人员保障、技术保 障、服务保障和推广保障。 4Ps 关键词：保险营销；营销策略； 理论 I 目录 目 录 1 ················································································1 第 章 引 言 1.1 研究背景与研究意义·························································1 1.1.1 研究背景·······························································1 1.1.2 研究意义·······························································2 1.2 文献综述········································································3 1.2.1 国外文献综述·························································3 1.2.2 国内文献综述·························································4 1.2.3 文献述评·······························································6 1.3 研究思路与框架·······························································6 1.3.1 研究思路·······························································6 1.3.2 研究框架············································