太平人寿鞍山中支营销策略研究

发布时间：2018-01-03 21:04

本文关键词：太平人寿鞍山中支营销策略研究　出处：《辽宁科技大学》2015年硕士论文　论文类型：学位论文

【摘要】：我国国民经济的快速发展,为保险行业营造了良好的成长环境,中国保险业正在以迅猛的形势进行扩张。国家也出台了相关的政策,为保险业的发展扫除障碍。近几年我国保险业的发展一直处于平稳上升的趋势,许多外资企业不断进入中国市场,市场主体不断增多,提供的险种和服务也越来越个性化和多样化,但国内市场仍处于高垄断格局,人保、国寿、太平洋等大型保险公司占据大部分的市场份额,其他规模较小的保险公司在成长过程中受到垄断企业的压制。这些中小型的保险公司面临着内部竞争机制薄弱和外部竞争环境恶劣的双重挑战,加之保险不能被存货、不能被分割、异质性和不可感知性的特点,使得这些规模较小、实力较差的公司要想在激烈的市场竞争中处于不败之地,就必须在制定的营销策略上取得优势。在全国保险业快速发展的大环境下,鞍山地区的保险业也进入了新的发展阶段。本文在市场营销和保险营销相关理论的双重指导下,对太平人寿鞍山中支的寿险营销策略做了系统的研究。论文首先对国内保险行业特别是鞍山市场保险行业的发展背景进行了介绍,澄清论文研究内容的宏观环境。其次,分别从保险市场的现状、市场潜力及前景等方面,并结合产品结构、营销渠道、竞争结构、竞争对手以及消费者需求等因素来分析太平人寿鞍山中支所处的内外部环境;再次,详细梳理了太平人寿鞍山中支的营销现状及存在的问题,通过SWOT模型对太平人寿鞍山中支内部的优劣势以及外部面临的机会和威胁进行分析。最后,依据SWOT分析的结果,运用整合营销策略制定营销方案,从产品、渠道、促销以及营销团队建设等方面建立了营销策略组合。结论,对太平人寿鞍山中支的营销策略进行总结并提出意见和建议。
[Abstract]:The rapid development of our national economy, to create a good environment for the development of the insurance industry, the insurance industry Chinese are expanding rapidly in the situation. Countries have introduced relevant policies for the development of the insurance industry to remove the obstacles. In recent years the development of China's insurance industry has been in a steady upward trend, many foreign China enterprises continue to enter the market, the main market is increasing, to provide insurance and service are more and more personalized and diversified, but the domestic market is still in the high monopoly, PICC, China life, Pacific and other large insurance companies occupy most of the market share, other smaller insurance companies suppressed monopoly enterprises in the growth process. These small and medium-sized insurance companies facing internal competition mechanism and external competition environment of weak dual challenges, and the insurance is not in stock, can not be split, heterogeneity and The characteristics of imperceptibility, the small scale, poor strength, to an invincible position in the fierce market competition, it must obtain the advantage in the development of the marketing strategy. The rapid development of the insurance industry in the country under the environment of the Anshan area, the insurance industry has entered a new stage of development. The double guide the related marketing and insurance marketing theory, to support the life insurance marketing strategy of Anshan TPL was systematically studied. Firstly, the domestic insurance industry, especially the development background of Anshan market insurance industry were introduced, to clarify the macro environment of the research contents of this paper. Secondly, from the status of the insurance market. Market potential and prospects, and combining with the product structure, marketing channels, competition structure, competitors and consumer demand to analyze the Taiping Life Anshan Branch Office The internal and external environment; thirdly, detailed combing the status of marketing branch of Anshan TPL and the problems faced by the Taiping Life Anshan branch internal strengths and weaknesses and external opportunities and threats were analyzed by SWOT regression model. Finally, according to the results of SWOT analysis, the use of integrated marketing strategy from product, marketing program the channel, promotion and marketing team building to establish a marketing strategy. The conclusion, the marketing strategy of branch of Anshan TPL are summarized and put forward opinions and suggestions.

【学位授予单位】：辽宁科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F842.3;F274

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