【作者】 张志军；

【导师】 王益锋；

【作者基本信息】 西安电子科技大学 ， 工商管理（专业学位）， 2012， 硕士

【摘要】 近年来,随着我国国民经济的快速持续发展,我国对金融业的愈发重视,保险业作为我国金融行业中不可或缺的一部分,也得到了快速发展。经济的快速发展带来了居民财富的日益增长,与之相随的就是我国居民财产保全意识和风险防范意识的提高,陕西省财产保险市场在经济高速发展的同时蕴藏着巨大的发展潜力,各家财产保险公司的竞争态势也越来越激烈。在良好的市场前景和激烈的市场竞争前提下,ZHC保险股份有限公司陕西分公司需要充分认识到自身营销体系的问题,加强营销体系的建设,并对目标市场和客户进行准确定位。本文主要是依据保险营销的相关理论,借助文献资料和ZHC陕西分公司的资料,根据陕西分公司现有营销体系存在的问题及其原因,在对陕西分公司的宏观环境和行业竞争环境进行分析的基础上提出适合陕西分公司实际情况的以顾客需求为导向的整合营销策略,包括充分考虑顾客需求的产品策略、充分考虑顾客预期和企业成本的价格策略、充分考虑到顾客投保便捷度的分销策略、充分考虑到与顾客的沟通效率的促销策略以及监控顾客满意度并及时满足其需求的服务创新策略。本文希望通过对ZHC陕西分公司营销策略的研究,对其他财产保险企业的营销策略起到一定的推动作用,希望能在中国其他财产保险公司制定和研究其营销策略时,对其有所启发和借鉴。更多还原

【Abstract】 In recent years,with rapid and sustainable development of our national economy,China’s financial industry increasingly attaches importance,and the insurance industry as an integral part of China’s financial system has also gotten a rapid development.Rapid economic development has brought residents the growing wealth,and our residents’ property preservation and risk prevention awareness have increased,the property insurance market of Shaanxi Province has to be hold in store tremendous development potential when the economic develop rapidly,and the competition between the property insurances has become increasingly fierce.On the premise of good market prospects and competitive market situation,ZHC Co.,Ltd.Shaanxi Branch need to be fully aware of their marketing system problems,strengthen the construction of marketing system,and target markets and customers accurate positioning.This article is based on the theory of the insurance marketing,by dint of literature and information on the Shaanxi Branch and according to Shaanxi Branch’s existing marketing system problems and their causes,and based on the macro environment and competition environment analysis,we advise customer demand-oriented integrated marketing strategies,including product strategy that fully consider the customers’ demand,price strategy that fully consider the customer s’ expectations and the cost to business,place strategy that take into account of the customers’ convenience,promotion strategy that fully consider the efficiency of communication with customers and monitor customer satisfaction and service innovation strategies that meet the customers’ needs timely.This paper hopes the research of ZHC company’s marketing strategy can play a role in promoting when the property insurance make marketing strategy,and hops other inspire and property insurance companies in China to be inspired and learn this paper when they develop their marketing strategy and research.更多还原