中国人寿珠海分公司互惠宝业务发展策略研究
发布时间：2019-01-03 07:57
【摘要】：随着互联网的飞速发展以及电子商务的广泛应用,颠覆了各个领域传统的商业模式,催生了一些新型营销手段。互联网技术正在促进保险业的思维变革、管理变革,在保险营销模式创新领域中发挥着至关重要的作用。然而,目前,我国网销保险的发展处于初级阶段,整个寿险市场在营销、资金运用、和售后服务仍然存在很多问题,大量的客户需求无法满足,仍然是一个经营粗放、竞争无序、发展不完善的初级市场。据统计,网销保险费的贡献率大多数都少于1%。面对机遇与挑战并存的局面,保险公司如何应对市场变化的同时,更好地利用好互联网平台提升自身发展水平,赢得客户和市场成为保险公司制胜的键点,这同时也成为一项值得研究的课题。本文从中国人寿珠海分公司这一个案出发,力图运用所学到的企业战略管理理论,通过从企业的内部、外部环境、所面临的市场竞争态势三个角度对中国人寿珠海分公司所面临的内外部环境进行系统、全面地分析,研究中国人寿珠海分公司所面临的机会与威胁及自身的优势与劣势。结合公司内部的优势和劣势、外部的机会和威胁,在应用SWOT矩阵分析的基础上提出“互惠宝”发展策略及实施控制措施。本文欲以对中国人寿珠海分公司在互联网迅猛发展、微信营销占据优势等新的市场竞争环境下,提出新的营销发展战略的研究,以期对面临同样环境下的保险公司有所启发和帮助。
[Abstract]:With the rapid development of the Internet and the wide application of electronic commerce, the traditional business models in various fields have been subverted, and some new marketing methods have been spawned. Internet technology is promoting the change of thinking and management of insurance industry, which plays an important role in the innovation of insurance marketing mode. However, at present, the development of net marketing insurance in our country is in the initial stage. There are still many problems in the whole life insurance market in marketing, capital utilization, and after-sales service. A large number of customer needs cannot be met, so it is still a extensive operation. Disordered competition and imperfect primary market. According to statistics, the contribution rate of net sale insurance premium is less than 1. Facing the coexistence of opportunities and challenges, how can insurance companies cope with the changes in the market, make better use of the Internet platform to improve their own level of development, win customers and the market become the key point for insurance companies to win? At the same time, it has become a subject worth studying. Starting from the case of Zhuhai Branch of China Life Insurance Company, this paper tries to apply the enterprise strategic management theory learned from the internal and external environment of the enterprise. This paper systematically analyzes the internal and external environment of China Life Zhuhai Branch from three angles of market competition situation, and studies the opportunities and threats faced by China Life Zhuhai Branch as well as its own strengths and weaknesses. Combined with the internal strengths and weaknesses, external opportunities and threats, the development strategy and control measures of "reciprocal treasure" are put forward on the basis of SWOT matrix analysis. Under the new market competition environment, such as the rapid development of the Internet and the advantage of WeChat marketing, this paper intends to propose a new marketing development strategy for China Life Insurance Zhuhai Branch. In order to face the same environment insurance companies have inspiration and help.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F842.3
本文编号：2399085
[Abstract]:With the rapid development of the Internet and the wide application of electronic commerce, the traditional business models in various fields have been subverted, and some new marketing methods have been spawned. Internet technology is promoting the change of thinking and management of insurance industry, which plays an important role in the innovation of insurance marketing mode. However, at present, the development of net marketing insurance in our country is in the initial stage. There are still many problems in the whole life insurance market in marketing, capital utilization, and after-sales service. A large number of customer needs cannot be met, so it is still a extensive operation. Disordered competition and imperfect primary market. According to statistics, the contribution rate of net sale insurance premium is less than 1. Facing the coexistence of opportunities and challenges, how can insurance companies cope with the changes in the market, make better use of the Internet platform to improve their own level of development, win customers and the market become the key point for insurance companies to win? At the same time, it has become a subject worth studying. Starting from the case of Zhuhai Branch of China Life Insurance Company, this paper tries to apply the enterprise strategic management theory learned from the internal and external environment of the enterprise. This paper systematically analyzes the internal and external environment of China Life Zhuhai Branch from three angles of market competition situation, and studies the opportunities and threats faced by China Life Zhuhai Branch as well as its own strengths and weaknesses. Combined with the internal strengths and weaknesses, external opportunities and threats, the development strategy and control measures of "reciprocal treasure" are put forward on the basis of SWOT matrix analysis. Under the new market competition environment, such as the rapid development of the Internet and the advantage of WeChat marketing, this paper intends to propose a new marketing development strategy for China Life Insurance Zhuhai Branch. In order to face the same environment insurance companies have inspiration and help.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F842.3
【参考文献】
相关期刊论文 前1条
1 胡文富;论把我国保险业做大做强的策略[J];保险研究;2003年10期
，本文编号：2399085
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