MBA教育中心知识库

在市场经济迅速发展的社会背景下，中国人民财产保险股份有限公司白银市分公 司面临的竞争压力与日俱增。保险行业市场中，由原来的几家大型保险公司为行业巨 头，发展到如今，小型保险公司如雨后春笋，已逐渐形成了“百家争鸣”的局面。在 这种形势下，如何在众多的竞争者中脱颖而出，且在漫漫长河中无法被其他竞争者替 代，是财险公司目前面对的首要问题。 本文在明确研究背景和研究目标的基础上，确定了研究内容、研究思路和研究方 法，并以市场营销管理的相关理论为指导，通过阐述保险市场营销相关概念的界定， 运用7Ps营销理论、STP理论和顾客满意理论，为论文的研究分析奠定理论基础，PEST 分析法与波特五力模型作为文章的主要分析工具，具体论证过程由此展开。首先，在 介绍人保财险白银市分公司的基本情况后，通过调查报问卷的研究分析方法，运用7Ps 理论对人保财险白银市分公司营销策略现状进行分析总结；然后，通过PEST分析法进 行宏观环境的分析，用波特五力模型进行微观环境分析，从而总结出营销策略存在的 问题：产品同质化、定价方式不科学、营销渠道落后、促销方式陈旧、专业人才短缺、 忽略有形展示、服务过程脱节；其次，在STP理论的指导下，在一定的市场细分的基础 上，确定自己的目标市场，把产品或服务定位在目标市场中的确定位置上；结合问题 分析与环境分析，从产品、价格、渠道、促销、人员、有形展示、服务过程七方面对 营销策略进行优化；最后，从企业文化、分控配套、技术与人力这四个方面对人保财 险白银市分公司优化后的营销策略实施相配套的保障措施。 综上所述，本文对人保财险白银市分公司的市场营销有现实的指导意义,提升公司 的竞争优势，帮助公司摆脱目前的发展困局并指明未来的发展方向，提高本公司的行 业市场地位和市场占有率,对同行业其他公司的营销也有一定的参考价值。

Under the social background of the rapid development of market economy, the Baiyin branch of PICC is facing increasing competitive pressure. In the insurance industry market, from a few large insurance companies to the industry giants, developed to now, small insurance companies like bamboo shoots after a spring rain, has gradually formed a "hundred schools of thought contend" situation. In this situation, how to stand out among the many competitors, and can not be replaced by other competitors in the long river, is the primary problem facing the property insurance companies. On the basis of clear research background and research objectives, determine the research content, research ideas and research method, and guided by the relevant theory of marketing management, by explaining the definition of insurance marketing concept, using the 7 Ps marketing theory, STP theory and customer satisfaction theory, lay the theoretical foundation for the paper's research analysis, PEST analysis and port five force model as the main analysis tool of the article, the concrete demonstration process from this.first, After introducing the basic situation of PICC Property Insurance Baiyin Branch, Through the research and analysis method of the survey report questionnaire, Using 7 Ps theory to analyze and summarize the current situation of marketing strategy of PICC Baiyin Branch; then, Analysis of the macro-environment by PEST analysis, Microscopic environment analysis using the Porter five-force model, Thus, the existing problems of marketing strategy are summarized: product homogenization, unscientific pricing methods, backward marketing channels, outdated promotion methods, lack of shortage of professional talents, neglect of tangible display, and disconnected service process; next, Under the guidance of the STP theory, On the basis of a certain market segmentation, Determine your target market, Positioning the products or services in a certain position in the target market; Combining problem analysis with environmental analysis, Optimize the marketing strategy from the seven aspects of product,price, channel, promotion, personnel, tangible display and service process; last, From the four aspects of corporate culture, separate control and supporting facilities, technology and manpower, the implementation of the optimized marketing strategy of PICC Baiyin Branch company. To sum up, this article to the insurer Baiyin branch marketing has realistic guiding significance, improve the company's competitive advantage, help the company to get rid of the current development dilemma and indicate the future development direction, improve the company's industry market position and market share, the marketing of other companies in the same industry also has certain reference value.