深圳菁英时代公司企业年金市场开发战略研究

发布时间：2019-05-24 05:51

【摘要】：近几年以来,中国老龄化趋势越来越明显,受到各界的重视。为了解决老龄化的问题,仅仅依靠基本的养老保险已经捉襟见肘。根据发达国家的历史经验,解决老龄化问题重要方法之一是发展企业年金。随着《基金法》的出台,企业年金基金运营已步入市场化阶段,未来发展空间潜力巨大。本文通过研究国内外企业年金的发展过程,综合对比分析我国企业年金的变化趋势。然后,运用PEST和SWOT的方法分析企业开拓年金市场的战略背景和所处的经营环境,并以深圳菁英时代公司作为案例分析,探究基金参与企业年金业务所要遇到的机会和难题,再一步提倡顺应公司成长的“竞争—合作—创新”的市场战略,锁定“大客户、全方位”,攻守相备的总体方案。本文的结论是,基金开发企业年金是大势所趋。深圳菁英时代公司虽然面临着行业竞争激烈、缺乏经验以及制度有待加强等不利条件,但仍可从两大方面入手,包括内部完善治理结构、加强创新管理、强化IT系统建设和外部构建营销服务网络、提高营销团队专业素养、打造客户关系管理平台加以推进,逐渐形成营销上的竞争优势。
[Abstract]:In recent years, the aging trend in China is becoming more and more obvious, which has been paid more and more attention by all walks of life. In order to solve the problem of aging, only rely on basic pension insurance has been stretched. According to the historical experience of developed countries, one of the important ways to solve the aging problem is to develop enterprise annuity. With the introduction of the Fund Law, the operation of enterprise annuity fund has entered the stage of marketization, and the development space potential in the future is great. This paper studies the development process of enterprise annuity at home and abroad, and comprehensively compares and analyzes the changing trend of enterprise annuity in China. Then, using the methods of PEST and SWOT to analyze the strategic background and operating environment of enterprises to open up annuity market, and taking Shenzhen Elite Age Company as a case study, this paper probes into the opportunities and problems encountered by funds in participating in enterprise annuity business. Another step to promote the company's growth of "competition-cooperation-innovation" market strategy, lock in "big customers, omni-directional", attack and defense of the overall plan. The conclusion of this paper is that fund development of enterprise annuity is the general trend. Although Shenzhen Elite Age Company is faced with fierce competition in the industry, lack of experience and need to strengthen the system, it can still start from two aspects, including internal improvement of governance structure and strengthening innovation management. Strengthen the construction of IT system and external construction of marketing service network, improve the professional literacy of marketing team, build customer relationship management platform to promote, and gradually form the competitive advantage of marketing.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F272.92;F842.67

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