中资保险公司车险产品市场营销创新探析
摘要
随着我国经济和社会的不断发展,人民生活水平的日益提高,机动车辆已经进入了生产和生活的各个领域。尤其在我国的大中城市,汽车拥有量大幅增长,汽车已经成为了人们的一种生活方式。如此巨大的市场空间和增长潜力,大大的刺激了机动车险产品市场的快速发展,机动车险产品已经成为我国财产险公司的龙头险种,机动车险保费收入已经占财产险公司总保费收入的60%以上。由此看来,机动车险产品经营的好坏,将直接影响我国中资财产险公司的经营业绩。在我国加入WTO以后,中国保险业既面临发展机遇又面临巨大的挑战。我国保险业,尤其是中资财产险还处于发展的初期阶段,其运营水平与国外发达国家相比,还存在一定的差距。而随着我国车险对于外资财产险公司的逐步开放,中资产险公司将面临巨大的威胁。我国机动车保险业要加快发展和应对未来的竞争,必须改变传统的增长模式,保险营销策略的创新也就成为财产保险公司所要面临的重要课题。本论文的创新内容具有较强的针对性、适用性和可操作性,每一个创新思路都是紧紧围绕机动车险市场分析和7Ps与4Rs营销整合之后提出的,对我国中资机动车险公司的营销实践具有很强的指导和借鉴意义。
With the development of our society, and the improvement of people's living standard, automobile has come into various fields of production and daily life. Automobile has become a life style with the big increasing of consuming of cars, especially in big and medium sized cities of China. The insurance of vehicles has become one of the main insurances for our property insurance companies because of the tremendous market size and great potential which stimulated the fast growth of the insurance market for vehicles. The premiums of vehicles insurance are more than 60% of the total revenue of property insurance companies. Therefore the operation of vehicles insurance will directly affect the performance of the property companies. After China's enter into WTO, Chinese insurance industry meets the development opportunity and big challenge also. Chinese insurance industry, especially the property insurance which is on the early stage, has some gap compared with the operation stage of developed countries. Our property insurance may speed the development unless it changes the traditional growth model, which makes the innovation of marketing strategy of property insurance become a new issue for the property insurance companies. Every one of them is closely related to the automobile insurance marketing and sales; and therefore, it is significantly meaningful and can be used as reference and guide for the marketing practices of our automobile insurance industry.
With the development of our society, and the improvement of people's living standard, automobile has come into various fields of production and daily life. Automobile has become a life style with the big increasing of consuming of cars, especially in big and medium sized cities of China. The insurance of vehicles has become one of the main insurances for our property insurance companies because of the tremendous market size and great potential which stimulated the fast growth of the insurance market for vehicles. The premiums of vehicles insurance are more than 60% of the total revenue of property insurance companies. Therefore the operation of vehicles insurance will directly affect the performance of the property companies. After China's enter into WTO, Chinese insurance industry meets the development opportunity and big challenge also. Chinese insurance industry, especially the property insurance which is on the early stage, has some gap compared with the operation stage of developed countries. Our property insurance may speed the development unless it changes the traditional growth model, which makes the innovation of marketing strategy of property insurance become a new issue for the property insurance companies. Every one of them is closely related to the automobile insurance marketing and sales; and therefore, it is significantly meaningful and can be used as reference and guide for the marketing practices of our automobile insurance industry.
引文
[1]中国保险网www.china-insuance.com
[2]中国保监会www.circ.gov.cn
[3]中国保监会www.circ.gov.cn
[4]中国人保网站www.picc.com
[5]中国平安公司网站www.pingan.com
[6]中华联合财产保险公司www.cic.com
[7]中国大地财险www.ccic-net.com.cn
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[2]中国保监会www.circ.gov.cn
[3]中国保监会www.circ.gov.cn
[4]中国人保网站www.picc.com
[5]中国平安公司网站www.pingan.com
[6]中华联合财产保险公司www.cic.com
[7]中国大地财险www.ccic-net.com.cn
[1]龙玉国,龙卫洋,胡波涌.汽车保险创新和发展[M].上海:复旦大学出版社,2005:13,187-222.
[2]项保华.战略管理与艺术[M].北京:华夏出版社,2001:131,227.
[3]贾海茂.机动车辆保险[M].北京:中国金融出版社,2002:7-9.
[4]刘昌明,赵传栋.创新学教程[M].上海:复旦大学出版社,2006:95-151.
[5]胡君辰,郑绍濂.人力资源开发与管理[M].上海:复旦大学出版社,2004:200-220.
[6]王方华.市场营销学[M].上海:复旦大学出版社,2004:13-53
[7]付菊.财产保险[M].上海:复旦大学出版社,2005:5-20.
[8]姚海明,段昆.保险学[M].上海:复旦大学出版社,2005:135,136,355,359.
[9]丁孜山,丁蔚.保险发展与创新[M].上海:复旦大学出版社,2006:17,18,21,113,126,167.
[10]张红霞.保险营销学[M].北京:北京大学出版社,1999:51-63,82-103.
[11]菲利浦.科特勒.营销管理[M].上海:上海人民出版社,2006:4-23,191,264-287.
[12]张洪涛,时国庆.保险营销管理[M].北京:中国人民大学出版社,2005:53-69,10-117,145-167,204-215.
[13]林桦,潘平子.金融产品营销[M].北京:中国时代经济出版社,2002.
[14]刘子操,郭颂平.保险营销学[M].北京:中国金融出版社,1999.
[15]李先国.分销渠道管理[M].北京:清华大学出版社,2007:188,260.
[16]彼得.德鲁克.卓有成效的管理者[M].北京:机械工业出版社,2005.
[17].胥颖.平安人寿保险公司企业竞争力分析[D].吉林:吉林大学,2005.
[18]王敏燕.中资财产保险公司如何取得竞争优势[D].北京:清华大学,2004.
[19]曲伟.论我国的保险市场营销[D].哈尔滨:东北农业大学,2000.
[20]王海燕.中华保险新疆区车险营销策略研究[D].北京:对外经济贸易大学,2003.
[21]王辉.广州平安车险的市场营销策略研究[D].广州:华南理工大学,2003.
[22]马玉平.财产保险营销创新[D].大连:东北财经大学,2005.
[23]袁范娟.面向21世纪的企业营销创新.财经理论与实践[J].湖南大学,1999-3:92-94.
[24]胡新文.买方市场条件下的营销创新.经济管理[J].中国社会科学院.1999-6:55.
[25]张海峰.知识经济与企业创新发展[M].广州:华南理工大学出版社,1998.
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