平安保险公司物流保险的营销策略分析——以平安保险上海分公司为例

摘要

保险市场是金融市场体系的重要组成部分。随着市场经济的不断深入和完善,社会各界对保险的需求不断增大,保险发挥着越来越重要的作用。随着市场竞争的日益激烈, 物流企业在经营管理的过程中面临的风险因素也日益增加, 如果更合理的针对物流业务流程设计的险种, 使物流企业根据自己运营过程中的风险进行投保, 使物流企业把风险转嫁出去, 轻装上阵, 全身心地投入物流本职工作, 这样必然会对现代物流业的发展起到很好的促进作用。本文的目的是通过对中国平安保险公司上海市分公司物流保险行业的研究，依据所学营销理论及实习经历，分析上海市分公司的市场营销策略，发现现阶段我国物流保险的前景及不足，谈一点自己的感受。
本文对当代国内保险现状，物流行业现状，物流保险现状都进行了叙述，描述了上海市分公司物流保险展业的大环境。然后通过对物流保险需求以及消费者行为分析，并运用SWOT分析法分析了上海市分公司的营销环境。又从产品，渠道，促销三个方面对上海市分公司的物流保险营销作了分析。最后谈了我自己对上海市分公司乃至整个物流保险行业的一点建议。
本文力求观点鲜明，言简意赅。由于本人水平有限，难免有取舍不当之处，敬请各位老师批评指正。

关键词：营销策略；物流保险；SWOT分析；4P分析；需求；
Abstract

The insurance market is financial market system is an important part of. With the deepening of the market economy and perfect, all sectors of society insurance needs increase, and insurance plays a more and more important role. With the increasingly fierce market competition, the logistics enterprises in the operation and management of the process of risk factors facing it more and more, if more reasonable for logistics business process design of danger to plant, to make logistics enterprise according to their operations in the process of the insurance risk, to make logistics enterprise to risk shifting out a clean SLATE, and focus on logistics his own job, resulting in the development of modern logistics industry have very good stimulative effect. The purpose of this article is to China ping an insurance company Shanghai branch logistics insurance industry research, according to the marketing theory and practice experience learned, analysis of the branch of Shanghai marketing strategies, and found that the prospect of logistics insurance in our country at present stage and the deficiency, a little about their experiences.
In this paper, the contemporary domestic insurance status, logistics industry status, logistics insurance status are described, describes the Shanghai branch of the insurance developping logistics environment. And then the insurance and the consumer behavior of logistics demand analysis, and using SWOT analysis to analyze the Shanghai branch of the marketing environment. And from products, channel, sales promotion, three aspects of Shanghai branch of logistics insurance marketing was analyzed. Finally I talked about his branch in Shanghai and the whole logistics insurance industry to a bit of advice.
This paper tries to view and bright, brief. Because my level is limited, hard to avoid has a choice not appropriate place, please join the teacher criticism and corrections.

Keywords: Marketing  Strategy；Logistics insurance；SWOT  Analysis；STP  Analysis；4P Analysis；Demand

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