营销规划(学员材料一).ppt

单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,*,*,2010,年,1-6,月全国汽车上牌量累计同比增长,33.3%,，其中商用车维持高速增长，乘用车增速相对趋缓。,全国汽车上牌量累计,716.94,万辆，同比增长,33.3%,，乘用车虽同比保持增长，但增速较,09,年同期明显下降,商用车维持高速增长，明显高于乘用车,2010,年,1-6,月全国汽车上牌量概况（单位：万辆）,注：,1.2,月受春节假期影响，上牌量明显减少。,2.,商用车包含货车、大中型客车两大类；大中型客车对应产险,MIS,车险承保模块中,10,座以上的客车。,2010,年,1-6,月汽车上牌量,全国概况,汽车上牌量,1,月,2,月,3,月,4,月,5,月,6,月,合计,汽车上牌量,127.81,89.48,131.19,132.26,125.43,110.77,716.94,乘用车上牌量,103.05,73.14,92.75,95.26,93.22,83.20,540.62,商用车上牌量,24.76,16.34,38.44,37.00,32.21,27.57,176.32,汽车总体同比增长,67.27%,3.41%,34.89%,28.57%,35.02%,17.17%,30.55%,乘用车同比增长,51.70%,2.51%,23.66%,22.19%,30.22%,1023%,23.06%,商用车同比增长,205.48%,7.56%,80.46%,48.55%,51.16%,44.68%,60.49%,市场大环境,2010,年上半年，黑龙江市场汽车上牌量累计同比增长,7.7%,，各大车种增速均低于全国整体水平，其中乘用车上牌量较去年基本持平，商用车仅略微增长。,黑龙江市场商用车上牌量虽保持同比增长，但从趋势上看，呈逐月回落的趋势。,除,1,月以外，乘用车上牌量同比出现明显负增长。,2010,年,1-6,月黑龙江市场汽车上牌量概况（单位：辆）,2010,年,1-6,月汽车上牌量,黑龙江市场概况,汽车上牌量,1,月,2,月,3,月,4,月,5,月,6,月,合计乘用车上牌量,34440,9769,17589,18756,18487,17099,116140,商用车上牌量,6411,4350,10261,11275,9383,8376,50056,汽车总体上牌量,40851,14119,27850,30031,27870,25475,166196,汽车总体同比增长,111.44%,-20.77%,-1.24%,-4.81%,0.00%,-13.94%,7.66%,乘用车同比增长,105.33%,-25.58%,-13.69%,-15.75%,-7.11%,-21.87%,1.59%,商用车同比增长,151.71%,-7.33%,31.16%,21.39%,17.77%,8.53%,25.02%,渠道,承保保单数,满期赔付率,承保量同比增长,渠道占比,新渠道,2,550,117.71%,1143.90%,16.48%,车行,6,849,69.58%,63.15%,44.26%,混合渠道,2,441,54.80%,-11.88%,15.78%,重点客户,34,1.20%,88.89%,0.22%,综合开拓,3,599,49.60%,56.89%,23.26%,整体,15,473,69.57%,63.13%,100.00%,2010,年,1-6,月黑龙江分公司新车承保量及各渠道表现,2010,年,1-6,月黑龙江分公司各渠道乘用车新车（个车）承保量,新渠道：赔付高,车行：无明显优势,混合渠道：需持续转型,综合开拓：紧密合作,黑龙江分公司乘用车新车承保量同比增长较快，但整体增速落后于市场新车增速近,123%,个百分点,2010,年,1-6,月黑龙江分公司各大车种新车承保量,黑龙江,市场上牌量,承保量,市场份额,上牌量同比增长,承保量同比增长,乘用车,116,140,17,142,14.76%,1.59%,60.93%,货车,46,873,2,308,4.92%,25.71%,31.06%,大中型客车,3,183,267,8.39%,15.75%,90.71%,新车市场整体份额为,11.86%,2010,年,1-6,月乘用车个车上牌量,黑龙江三级机构概况,2010,年,1-6,月黑龙江各机构市场乘用车个车上牌量及承保量对比,机构,市场上牌量,平安承保量,市场份额,上牌量同比增长,承保量同比增长,平安与市场的差距,哈尔滨市,39148,8,876,22.67%,17.27%,56.79%,39.52%,哈市大庆,17740,2,021,11.39%,8.07%,39.76%,31.69%,哈市齐市,12332,1,288,10.44%,13.41%,70.60%,57.19%,哈市鸡西,4206,278,6.61%,29.18%,-16.52%,-45.69%,哈市佳市,6444,892,13.84%,34.73%,55.1320.40%,哈市牡市,5866,713,12.15%,6.85%,48.54%,41.69%,哈市绥化,8973,549,6.12%,-0.23%,76.53%,76.76%,哈市伊春,1956,105,5.37%,61.92%,101.92%,40.00%,哈市黑河,2770,283,10.22%,45.10%,36.71%,-8.39%,哈市双鸭山,3788,294,7.76%,20.22%,7.69%,-12.52%,哈市鹤岗,2164,111,5.13%,61.49%,382.61%,321.12%,七台河中支,2431,63,2.59%,-1.58%,市场份额,黑龙江分公司车险整体份额为,9.7%,，在乘用车新车市场的份额为,14.8%,，优势较为明显。,绥化、伊春、鹤岗、七台河、双鸭山、鸡西三级机构市场份额不足,8%,，低于平均水平。,鸡西、黑河市场增长较快，平安增长落后于市场，尤其是鸡西还出现负增长。,机构情况,市场差距,2010,年,1-6,月汽车上牌量,黑龙江市场主要品牌,品牌,上牌量,平安承保量,市场份额,满期赔付,大众,12434,2,685,21.59%,46.75%,奇瑞,6793,511,7.52%,50.97%,比亚迪,6678,665,9.96%,38.26%,丰田,6543,1,293,19.76%,88.71%,现代,6519,1,728,26.51%,26.98%,通用五菱,6406,435,6.79%,20.96%,本田,5378,1,246,23.17%,71.79%,日产,5179,1,630,31.47%,117.38%,长安,3679,283,7.69%,33.29%,别克,2627,687,26.15%,31.80%,品牌,上牌量,平安承保量,市场份额,满期赔付,奥迪,1890,393,20.79%,151.98%,丰田,6543,1,293,19.76%,88.71%,宝马,507,57,11.24%,19.61%,雷克萨斯,206,6,2.91%,0.00%,奔驰,370,138,37.30%,45.84%,英菲尼迪,51,3,5.88%,0.00%,大众,12434,2,685,21.59%,46.75%,日产,5179,1,630,31.47%,117.38%,2010,年,1-6,月黑龙江市场畅销品牌及承保情况,2010,年,1-6,月黑龙江市场总对总品牌上牌量及承保情况,黑龙江分公司在市场中高端品牌中优势明显,比较而言，黑龙江地区日系车赔付相对较高,在总对总品牌中，平安具有明显优势，但是较全国整体占有率仍较低,在宝马、雷克萨斯、英菲尼迪中的份额有限，可加大与三大品牌的合作力度,市场畅销品牌,总对总合作品牌,2010,年,1-6,月汽车上牌量,黑龙江市场主要品牌,品牌,上牌量,平安承保量,市场份额,满期赔付,大众,12434,2,685,21.59%,46.75%,奇瑞,6793,511,7.52%,50.97%,比亚迪,6678,665,9.96%,38.26%,丰田,6543,1,293,19.76%,88.71%,现代,6519,1,728,26.51%,26.98%,通用五菱,6406,435,6.79%,20.96%,本田,5378,1,246,23.17%,71.79%,日产,5179,1,630,31.47%,117.38%,长安,3679,283,7.69%,33.29%,别克,2627,687,26.15%,31.80%,品牌,上牌量,平安承保量,市场份额,满期赔付,奥迪,1890,393,20.79%,151.98%,丰田,6543,1,293,19.76%,88.71%,宝马,507,57,11.24%,19.61%,雷克萨斯,206,6,2.91%,0.00%,奔驰,370,138,37.30%,45.84%,英菲尼迪,51,3,5.88%,0.00%,大众,12434,2,685,21.59%,46.75%,日产,5179,1,630,31.47%,117.38%,2010,年,1-6,月黑龙江市场畅销品牌及承保情况,2010,年,1-6,月黑龙江市场总对总品牌上牌量及承保情况,黑龙江分公司在市场中高端品牌中优势明显,比较而言，黑龙江地区日系车赔付相对较高,在总对总品牌中，平安具有明显优势，但是较全国整体占有率仍较低,在宝马、雷克萨斯、英菲尼迪中的份额有限，可加大与三大品牌的合作力度,市场畅销品牌,总对总合作品牌,2010,年,1-6,月哈尔滨市场汽车上牌量及承保量对比分析,车种,市场上牌量,平安新车承保量,平安市场份额,同比增长,上牌量,承保量,乘用车,38532,9,850,25.56%,0.17%,74.03%,货车,11217,944,8.42%,-2.91%,40.06%,大中型客车,1520,167,10.99%,32.17%,103.66%,注：平安哈尔滨辖区的新车承保量包含黑龙江本部、本部直销部、黑龙江新渠道、黑龙江车行、综拓业务部、郊县业务部、重客业务部新车承保量之和,2010,年,1-6,月哈尔滨市场汽车上牌量（单位：辆）,与市场比：,平安在哈尔滨乘用车新车市场的份额具有明显优势，但在商用车方面表现欠佳；各大车种新车承保量同比增长均高于市场。,与自己比：,承保量均保持较快增长，其中在大中型客车方面尤为突出；市区是新车承保的主要力量，贡献率高达,85%,区域,乘用车承保量,货车承保量,大中型客车承保量,市区,8742,512,122,郊县,1108,432,45,合计,9850,944,167,2010,年,1-6,月哈尔滨市区、郊县新车承保量比较,2010,年,1-6,月哈尔滨市场上牌量及承保量比较,市场概况,四级机构名称,当地市场上牌量,平安新车承保量,市场份额,四级机构市场上牌量同比增长,四级机构新车承保量同比增长,阿城营销部,2257,223,9.9%,-3.01%,5.19%,呼兰营销部,527,180,34.2%,38.46%,双城支公司,2762,239,8.7%,-5.57%,94.31%,尚志营销部,1890,85,4.5%,47.31%,3.66%,五常支公司,2286,107,4.7%,22.51%,-49.53%,宾县营销部,1781,93,5.2%,13.95%,-1.06%,巴彦营销部,1926,138,7.2%,78.50%,25.45%,方正支公司,886,103,11.6%,48.91%,依兰营销服务部,1248,30.68%,注：,MIS,车险承保系统中暂无依兰新车承保量，,09,年暂缺呼兰市场上牌量数据故暂时忽略不计,除阿城、双城市场乘用车上牌量出现负增长以外，其余机构市场上牌量增速均高于哈尔滨整体增速。,各机构新车承保量同比增长和市场份额差异较大，其中呼兰、双城表现相对优异。,平安在哈尔滨市场的优势主要集中在市区，在郊县地区的发展潜力待进一步挖掘。,方正市场乘用车上牌量相对较小，但同比增长较快，平安的市场份额相对较高，未来有较大的发展潜力,哈尔滨市场各郊县乘用车上牌量及承保量对比分析,与内部竞争对手比,2010,年,1-6,月黑龙江分公司机构车行渠道新车承保概况,个车占比,承保量同比增长,上牌量同比增长,渠道占比,哈尔滨车行,229.83%,17.27%,48.33%,大庆,126.19%,8.07%,48.33%,齐齐哈尔,635.32%,13.41%,54.62%,鸡西,-91.67%,29.18%,0.33%,佳木斯,285.32%,34.73%,44.44%,牡丹江,213.13%,6.85%,62.17%,2010,年,1-6,月车行渠道乘用车个车承保情况比较,优势,劣势,？,？,注：数据来源于,MIS,车险承保模块,