SDHZ人寿保险公司营销战略研究

发布时间：2018-01-05 18:40

本文关键词：SDHZ人寿保险公司营销战略研究　出处：《山东理工大学》2015年硕士论文　论文类型：学位论文

【摘要】：近年来,随着中国保险业的迅猛发展,其战略地位也提升到了新的历史高度。伴随中国保险业迈入深化改革、充分开放、加速跨越的新阶段,保险业在经济社会中凸显服务的作用越来越大,服务的领域也越来越广,肩负的社会责任越来越重。保险业在涉及国计民生的各行各业和经济发展的舞台上,努力扮演着现代经济重要产业和服务经济大局的重要角色,在探索具有中国特色保险业发展道路和保障民生方面取得了巨大的成就。与此同时,与国外发达国家相比,我国的寿险业发展较晚,且寿险公司营销存在险种同质化严重,营销体系不健全、营销队伍建设滞后、服务营销薄弱等一系列问题。因此本文以SDHZ人寿保险公司这样一家新兴的中型保险公司作为研究对象,以其营销发展现状和未来营销战略发展为切入点,如何引导公司适应新形势,改善营销战略,提高营销水平,在竞争激烈的保险市场中如何把握机遇迎接挑战,对营销战略的选择、制定和实施,对中型保险公司的健康有序发展有着极为重要的影响。本文综合采用了SWOT分析、波特五力竞争模型分析、历史分析、实证调研等方法。首先对保险营销理论进行了综述,运用市场细分、市场定位、市场选择等营销战略理论,提出了本文所要研究的问题和依据的理论基础。进一步分析了我国寿险营销的现状和存在的问题。进而对SDHZ人寿保险公司营销发展的内外环境进行分析,探讨影响公司营销战略的内外环境因素,为营销战略制定创造条件;研究SDHZ人寿保险公司选择、制定、实施营销战略,并进一步保证营销战略实施的落实;探讨在人才战略、服务创新方面对营销战略落实的作用。基于以上分析,论文最后落笔在新形势下SDHZ人寿保险公司能够在竞争中创造自己的竞争优势,要选择符合市场和公司发展的营销战略,采取差异化密集型发展战略,提出了在创新营销理念、开发保险新产品、价格制定、营销服务、人才梯队建设、品牌搭建、渠道拓展等方面的差异化战略实施采取不同的方式的策略建议。本文从理论和实践相结合的角度对公司营销战略模式选择、规划、确保营销战略目标的实现提出了一系列的改善措施。也希望本文对正处于发展壮大期的中型寿险公司有一定的参考和借鉴。
[Abstract]:In recent years, with the rapid development of China insurance industry, its strategic position is also improved to a new historical height. With the China insurance industry into the deepening reform, fully open, a new stage of accelerated leap, and highlight the service functions of the insurance industry in the economic society is bigger, the service field becomes more and more wide shoulder social responsibility is more and more heavy. The insurance industry in all walks of life and economic development stage to beneficial to the people's livelihood on efforts to play an important role in the modern economy important industries and service economy, in the exploration of the insurance industry has Chinese characteristic development path and the protection of people's livelihood has made great achievements. At the same time, compared with the developed countries, life insurance the industry development of our country is late, and the life insurance company insurance marketing has serious homogenization, marketing system is not perfect, lag of marketing team building, service marketing is weak and a series of problems. This paper takes SDHZ life-insurance company such an emerging medium-sized insurance company as the research object, with its marketing development status and future development of the marketing strategy as the starting point, how to guide the company to adapt to the new situation, improving marketing strategy, improve the level of marketing, in the fierce competition in the insurance market how to grasp the opportunities and meet the challenges of marketing strategy select, develop and implement of medium-sized insurance company in the healthy and orderly development has a very important influence. This paper using the SWOT analysis, Potter five competitive forces model analysis, historical analysis, empirical research methods. Firstly, the insurance marketing theory is reviewed, the use of market segmentation, market positioning, market selection and marketing the strategic theory, puts forward the theoretical basis of this paper is to study the problem and basis. Further analysis of the status quo of China's life insurance marketing and the existing problems of SD. Analysis of HZ life-insurance company marketing development of internal and external environment, to explore the influence of company marketing strategy and external environmental factors, to create conditions for the marketing strategy of SDHZ life-insurance company; selection, formulation, implementation of marketing strategy, and further ensure the implementation of marketing strategy implementation; explore the talent strategy, service innovation of marketing strategy implementation based on the above. The analysis, finally put pen to paper on the new situation of SDHZ life-insurance company to create their own competitive advantage in the competition, to select the market and the development of the company's marketing strategy, take the difference of intensive development strategy, put forward the marketing idea innovation, new product development, insurance pricing, marketing services, build brand talent echelon construction the implementation of the strategy, channel development and other aspects of the differences in different ways of the strategies and suggestions. This paper from theory and Practice From the perspective of practice, we put forward a series of improvement measures for the company's marketing strategy mode selection, planning and ensuring the realization of marketing strategy goals.

【学位授予单位】：山东理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F842.3

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