互联网金融趋势下TK寿险营销模式研究

发布时间：2018-03-15 20:41

本文选题：保险业现状　切入点：运营管理　出处：《山东财经大学》2015年硕士论文　论文类型：学位论文

【摘要】：自改革开放以来,中国保险业以前所未有的速度在快速发展,并保持着良好的发展前景和势头。我国保险业的综合实力不断增强,目前已经成为全球第四大保险市场,成为保险大国。但通过对保险业指标体系的分析,我国保险业的保险密度和保险深度与发达国家相比仍然偏低,存在着明显的差距,我国保险业仍然存在着行业社会地位低、行业形象差、产品不能满足市场需求、发展模式存在弊端、销售成本高等问题,我国保险业仍然没有跨入保险强国行列。本文主要分为六章,第一章是导论,首先论述了本文的研究背景,研究的内容及框架;并且回顾了中外最新研究成果并进行了评析;在第二章中,厘清了几个重要概念,对保险理论、寿险理论、保险业分析指标以及互联网理论进行了梳理;在第三章中,互联网金融环境下保险业的现状分析,首先针对我国保险业的现状从国家政策、市场环境、发展模式、从业人员、利润来源等方面对我国保险业进行了剖析,其次对在互联网金融的快速发展背景下,TK人寿目前所坚持的的战略及运营管理;在第四章中,说明TK人寿在互联网金融背景下,所面临的现实问题以及这些问题产生的根本原因;在第五章中,对TK寿险的营销模式进行优化,并且以此对于中国保险业做出建议。第六章是关于本文的研究结论以及未来的研究展望。本文的创新之处在于:通过对于互联网金融业务在TK人寿的具体实践分析,从获客模式、营销创新、服务创新等方面对其互联网保险业务的举措进行分析,研究其互联网实践。并且为TK寿险的营销模式提出政策建议和选择建议。
[Abstract]:Since the reform and opening up, China's insurance industry has developed at an unprecedented speed and maintained a good development prospect and momentum. The comprehensive strength of China's insurance industry has been continuously strengthened and has now become the world's 4th largest insurance market. However, by analyzing the index system of insurance industry, the insurance density and depth of insurance in our country are still on the low side, and there are obvious differences between the insurance industry and the developed countries, and the social status of the insurance industry in our country is still low. The industry image is poor, the product can not meet the market demand, the development mode has the malpractice, the sale cost is high and so on, our country insurance industry still did not enter the insurance powerful country ranks. This article is divided into six chapters, the first chapter is the introduction, Firstly, this paper discusses the research background, contents and framework of this paper; and reviews the latest research results at home and abroad. In the second chapter, it clarifies several important concepts, such as insurance theory, life insurance theory, life insurance theory, life insurance theory, life insurance theory, life insurance theory, life insurance theory, life insurance theory, life insurance theory and life insurance theory. In the third chapter, the current situation of the insurance industry in the Internet financial environment is analyzed. Firstly, the current situation of the insurance industry in China is analyzed from the national policy, the market environment, the development model, the practitioners. The source of profits and other aspects of the insurance industry in China are analyzed, followed by the rapid development of Internet finance in the context of the strategy and operational management of TK life insurance; in chapter 4th, it is explained that TK Life Insurance is in the context of Internet finance. In Chapter 5th, the author optimizes the marketing mode of TK life insurance. Chapter 6th is about the conclusions of this paper and the future research prospects. The innovation of this paper is: through the specific practice analysis of Internet financial business in TK Life Insurance, This paper analyzes the measures of Internet insurance business from the aspects of acquisition mode, marketing innovation, service innovation and so on, studies its Internet practice, and puts forward policy suggestions and selection suggestions for TK life insurance marketing mode.
【学位授予单位】：山东财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F842.62;F274

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