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Excellent case sharing of market research in the insurance industry.

2024-07-18 08:59:50 来源：尚普咨询浏览量：0

1. Multinational Market Survey of Global Insurance Groups

1.1 背景

该保险集团是一家在全球范围内提供多元化的保险产品和服务的公司，拥有超过100个国家和地区的客户。该保险集团希望能够更深入地了解不同国家和地区的保险消费者的需求和行为，以便能够提供更符合当地市场的保险产品和服务，增强其全球竞争力和市场份额。

1.2 Objectives

The main market research objectives of the insurance group are:

Understand the basic characteristics of insurance consumers in different countries and regions, the motivations, attitudes and behaviors of insurance purchase and use, insurance preferences and expectations, insurance satisfaction and loyalty, etc;

分析不同国家和地区的保险消费者之间的异同和差异，以及影响这些异同和差异的因素，如文化、社会、经济、法律、政治等；

基于市场调查结果，为不同国家和地区的保险产品和服务的设计、定价、分销、促销等提供建议和指导。

1.3 method

该保险集团采用了多种市场调查方法，包括：

文献综述：收集和分析了有关不同国家和地区的保险市场的相关文献，如行业报告、学术论文、政策文件等，以获取宏观的市场信息和趋势；

在线问卷调查：设计了一份涵盖保险消费者的基本特征、保险购买和使用的动机、态度和行为、保险偏好和期望、保险满意度和忠诚度等方面的在线问卷，通过各国和地区的合作机构和渠道，向目标样本进行了分发和回收，共收集了来自50个国家和地区的约2万份有效问卷；

深度访谈：在每个国家和地区，选取了一部分在线问卷调查的参与者，进行了深度访谈，以获取更具体和细致的保险消费者的需求和行为的信息和洞察；

焦点小组讨论：在每个国家和地区，组织了若干个由6-10名保险消费者组成的焦点小组，进行了有关保险产品和服务的讨论，以获取更多的保险消费者的意见和反馈。

1.4 结果

该保险集团通过对市场调查数据的整理、分析和解读，得到了以下主要结果：

不同国家和地区的保险消费者在保险需求和行为方面存在显著的异同和差异，这些异同和差异受到多种因素的影响，如文化、社会、经济、法律、政治等；

一些国家和地区的保险消费者对保险的认知和接受程度较高，保险购买和使用的频率和金额较大，保险偏好和期望较明确，保险满意度和忠诚度较高，如美国、英国、日本、德国等；

一些国家和地区的保险消费者对保险的认知和接受程度较低，保险购买和使用的频率和金额较小，保险偏好和期望较模糊，保险满意度和忠诚度较低，如中国、印度、巴西、俄罗斯等；

不同国家和地区的保险消费者对不同类型的保险产品和服务的需求和偏好也不尽相同，如一些国家和地区的保险消费者更倾向于购买和使用传统的保险产品和服务，如寿险、财产险、医疗险等，而一些国家和地区的保险消费者更倾向于购买和使用新兴的保险产品和服务，如环境险、网络险、旅游险等。

1.5 建议

基于市场调查结果，该保险集团为不同国家和地区的保险产品和服务的设计、定价、分销、促销等提出了以下建议：

根据不同国家和地区的保险消费者的需求和行为的异同和差异，制定更有针对性和差异化的保险产品和服务，以满足不同市场的需求和期望；

根据不同国家和地区的保险市场的特点和趋势，制定更灵活和创新的保险定价和分销策略，以适应不同市场的竞争和变化；

根据不同国家和地区的保险消费者的认知和接受程度，制定更有效和吸引的保险促销和沟通策略，以提升不同市场的品牌知名度和影响力；

二、亚洲地区保险公司的品牌形象调查

2.1 背景

该保险公司是一家在亚洲地区提供多种保险产品和服务的公司，拥有超过10个国家和地区的客户。该保险公司希望能够提升其品牌形象和知名度，以增加其市场竞争力和吸引力。

2.2 目标

该保险公司的主要市场调查目标是：

To understand the cognition, impression, evaluation and trust of the insurance consumers in their target market;

Analyze the advantages and disadvantages of its brand image and popularity, as well as the factors that affect its brand image and popularity, such as product quality, service level, advertising effect, word-of-mouth communication, etc;

基于市场调查结果，为其品牌传播和提升其品牌价值提供建议和指导。

2.3 方法

The insurance company used the following market research methods, including:

Brand awareness test: through the online platform, show the brand name, logo, slogan, etc. of the insurance company to the target sample, test its cognition and memory of the insurance company's brand, and compare with other competing brands;

Brand image evaluation: through online questionnaire survey, the target sample is asked a series of questions about the attributes, characteristics, value, emotion and other aspects of the insurance company's brand, and the impression and evaluation of the insurance company's brand, as well as the difference with other competitive brands;

品牌信任度测量：通过在线问卷调查，向目标样本提出一系列有关该保险公司的品牌的可靠性、专业性、诚信性、责任性等方面的问题，测量其对该保险公司的品牌的信任和忠诚度，以及与其他竞争品牌的对比；

Brand influence factor analysis: through online questionnaire survey, a series of questions about the influence factors of the insurance company's brand are put forward to the target sample, such as product quality, service level, advertising effect, word-of-mouth communication, etc., and the degree and direction of its influence on the brand image and popularity of the insurance company, as well as the difference from other competitive brands.

2.4 结果

该保险公司通过对市场调查数据的整理、分析和解读，得到了以下主要结果：

The brand awareness of the insurance company is at a medium level in its target market, higher than some emerging insurance companies, but lower than some established insurance companies;

该保险公司的品牌形象在其目标市场中呈现出一定的差异化，被认为是一家创新、灵活、贴近客户的保险公司，但也存在一些不足，如缺乏专业性、权威性、稳定性等；

该保险公司的品牌信任度在其目标市场中处于较低水平，低于一些老牌的保险公司，但高于一些新兴的保险公司；

该保险公司的品牌影响因素中，产品质量、服务水平、广告效果、口碑传播等都有一定的正向影响，但影响程度和方向不尽相同，如产品质量和服务水平的影响较大，广告效果和口碑传播的影响较小。

2.5 recommendations

Based on the results of the market survey, the insurance company made the following recommendations for its brand communication and promotion of its brand value:

提高其品牌知名度，通过更有效的广告和宣传策略，增加其品牌的曝光度和覆盖度，提升其品牌的认知和记忆程度；

强化其品牌形象，通过更有针对性的品牌定位和传达策略，突出其品牌的差异化优势，提升其品牌的印象和评价程度；

增强其品牌信任度，通过更优质的产品和服务，增加其品牌的可靠性和专业性，提升其品牌的信任和忠诚度；

利用其品牌影响因素，通过更灵活的产品和服务，满足客户的多样化需求，提升其品牌的影响力和吸引力。

三、美国保险公司的新兴保险领域探索

3.1 背景

该保险公司是一家在美国提供多种保险产品和服务的公司，拥有超过5000万的客户。该保险公司希望能够探索新兴的保险领域和机会，以拓展其业务范围和增加其市场份额。

3.2 目标

该保险公司的主要市场调查目标是：

了解其目标市场的保险消费者对新兴的保险领域和机会的认知、需求、偏好和期望等；

分析新兴的保险领域和机会的市场潜力、竞争态势、风险挑战等；

基于市场调查结果，为其新兴的保险产品和服务的开发和推广提供建议和指导。

3.3 方法

The insurance company used the following market research methods, including:

新兴保险领域和机会的识别：通过文献综述、专家访谈、行业观察等方法，识别出一些新兴的保险领域和机会，如环境险、网络险、旅游险、共享经济险、人工智能险等；

新兴保险领域和机会的评估：通过在线问卷调查、深度访谈、焦点小组讨论等方法，评估目标样本对新兴的保险领域和机会的认知、需求、偏好和期望等，以及新兴的保险领域和机会的市场潜力、竞争态势、风险挑战等；

新兴保险产品和服务的测试：通过原型设计、样本试用、用户反馈等方法，测试目标样本对新兴的保险产品和服务的接受程度、满意度、忠诚度等，以及新兴的保险产品和服务的优势和劣势、改进和优化的方向和建议等。

3.4 结果

该保险公司通过对市场调查数据的整理、分析和解读，得到了以下主要结果：

新兴的保险领域和机会在其目标市场中存在一定的需求和偏好，但也存在一定的认知和接受障碍，如对新兴的保险领域和机会的了解不足、对新兴的保险产品和服务的信任不足、对新兴的保险产品和服务的价格敏感度较高等；

新兴的保险领域和机会在其目标市场中具有一定的市场潜力，但也面临一定的竞争和风险挑战，如竞争对手的跟进和模仿、法律和监管的不确定性和变化、技术和数据的安全性和可靠性等；

新兴的保险产品和服务在其目标市场中受到一定的欢迎和支持，但也存在一定的改进和优化的空间，如产品和服务的设计更贴合客户的需求和偏好、产品和服务的定价更符合客户的承受能力和期望、产品和服务的分销和促销更便捷和有效等。

3.5 建议

基于市场调查结果，该保险公司为其新兴的保险产品和服务的开发和推广提出了以下建议：

提高其目标市场的保险消费者对新兴的保险领域和机会的认知和接受程度，通过更多的教育和宣传活动，增加其对新兴的保险领域和机会的了解和信任，降低其对新兴的保险产品和服务的价格敏感度；

把握其目标市场的新兴的保险领域和机会的市场潜力，通过更多的市场分析和预测，评估其目标市场的新兴的保险领域和机会的规模和增长，应对其目标市场的竞争和风险挑战，如加强其竞争优势和差异化、遵守法律和监管的要求和变化、保障技术和数据的安全性和可靠性等；

优化其目标市场的新兴的保险产品和服务的质量和效果，通过更多的用户测试和反馈，改进和优化其目标市场的新兴的保险产品和服务的设计、定价、分销、促销等，以提高其目标市场的新兴的保险产品和服务的接受程度、满意度、忠诚度等。

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