發(fā)布時(shí)間：2018-05-24 04:26

  本文選題：人壽保險(xiǎn) + 營銷　； 參考：《蘭州大學(xué)》2013年碩士論文

【摘要】：中國人壽作為國有控股大型金融保險(xiǎn)集團(tuán),長期以來,一直占據(jù)市場的主導(dǎo)地位。但是伴隨著中國加入WTO和全球經(jīng)濟(jì)一體化的大背景,中國人壽在新時(shí)期面臨著非常嚴(yán)峻的考驗(yàn)。近幾年,新的市場主體不斷增加,行業(yè)競爭日趨激烈,中國人壽的市場領(lǐng)先地位面臨著前所未有的挑戰(zhàn)。特別是在個(gè)人保險(xiǎn)渠道,受國家整體經(jīng)濟(jì)環(huán)境的影響,行業(yè)普遍出現(xiàn)了銷售人力增長緩慢,銷售成本不斷增高的問題。中國人壽作為老國企,由于歷史的原因,還存在銷售人員年齡偏大,文化程度偏低等不利因素,對公司的競爭力造成了很大的影響。 中國人壽甘肅省分公司,是中國人壽保險(xiǎn)股份有限公司在甘肅的分支機(jī)構(gòu),也是目前甘肅壽險(xiǎn)市場上歷史最悠久、規(guī)模最大、機(jī)構(gòu)最多的壽險(xiǎn)公司,市場份額約占甘肅壽險(xiǎn)市場的40%左右。近幾年,由于競爭加劇,公司市場份額不斷下降,業(yè)務(wù)收入增速放緩,經(jīng)營成本不斷的攀升,市場開拓越來越艱難。尤其是作為公司核心渠道的個(gè)人保險(xiǎn)渠道,受銷售人力增長乏力的影響,業(yè)務(wù)規(guī)模增長遲緩。因此,分析和制定個(gè)險(xiǎn)營銷策略成為人壽甘肅分公司亟待解決的重要問題。 本文主要以市場營銷的相關(guān)理論為基礎(chǔ),詳細(xì)分析了中國人壽甘肅省分公司個(gè)險(xiǎn)渠道目前存在的問題。對中國人壽甘肅省分公司目前面臨的政治、經(jīng)濟(jì)、社會及技術(shù)等因素進(jìn)行了深入的分析,結(jié)合中國人壽甘肅省分公司個(gè)險(xiǎn)渠道面臨的競爭態(tài)勢,從組合營銷策略、服務(wù)營銷策略、品牌策略等方面提出了營銷策略對策。論文對于中國人壽甘肅省分公司提升個(gè)險(xiǎn)渠道優(yōu)勢,改進(jìn)營銷策略有重要的現(xiàn)實(shí)意義,同時(shí)也對同行業(yè)其他企業(yè)的個(gè)險(xiǎn)營銷有一定的啟示意義。
[Abstract]:China Life, as a state-controlled large financial and insurance group, has long dominated the market. However, with China's entry into WTO and the background of global economic integration, China Life Life is facing a severe test in the new era. In recent years, the new market main body is increasing, the industry competition is becoming more and more intense, the market leading position of China Life is facing unprecedented challenge. Especially in the personal insurance channel, affected by the country's overall economic environment, the industry has generally appeared the problem of slow growth of sales manpower and rising sales costs. China Life Insurance, as an old state-owned enterprise, because of the historical reasons, there are still some unfavorable factors, such as the age of the salesmen and the low level of education, which have a great influence on the competitiveness of the company. China Life Insurance Gansu Branch is a branch of China Life Insurance Co., Ltd. in Gansu Province. It is also the oldest, largest and largest life insurance company in the Gansu life insurance market. Market share accounts for about 40% of the life insurance market in Gansu Province. In recent years, due to increased competition, the company's market share continues to decline, business revenue growth slowed, operating costs continue to climb, market development is becoming more and more difficult. Especially, the personal insurance channel, which is the core channel of the company, is slow to grow due to the weak growth of sales manpower. Therefore, the analysis and formulation of an insurance marketing strategy has become an important issue to be solved urgently in Gansu Branch. Based on the theory of marketing, this paper analyzes in detail the problems existing in the insurance channel of China Life & Gansu Branch. This paper deeply analyzes the political, economic, social and technical factors facing China Life & Gansu Branch, and combines the competitive situation of China Life Gansu Branch with the combination marketing strategy. Service marketing strategy, brand strategy and other aspects of the proposed marketing strategy countermeasures. This paper has important practical significance for China Life Insurance Gansu Branch to promote the advantage of individual risk channel and improve marketing strategy, and it also has certain enlightenment significance to other enterprises in the same industry.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F842.3

【參考文獻(xiàn)】

相關(guān)期刊論文 前1條

1 王保中 ,于剛 ,趙威;關(guān)于中國保險(xiǎn)代理人發(fā)展的探討[J];中國保險(xiǎn)管理干部學(xué)院學(xué)報(bào);1995年06期

相關(guān)碩士學(xué)位論文 前1條

1 曾有楷;PA保險(xiǎn)公司壽險(xiǎn)營銷模式創(chuàng)新研究[D];西安理工大學(xué);2006年

，

本文編號：1927678