平安养老保险股份有限公司浙江分公司团体保险产品营销策略研究

发布时间：2018-01-30 23:15

本文关键词： 团体保险营销策略平安养老保险浙江分公司　出处：《广西师范大学》2014年硕士论文　论文类型：学位论文

【摘要】：自从上世纪末我国保险公司开展团体保险业务以来,团体保险已经成为我国寿险事业的重要组成部分。随着外资保险机构进入我国市场,同时财险公司可以开展意外伤害险等,我国团体保险市场竞争日趋激烈,怎样设计出符合客户需求的团险产品,怎样建立自己的营销渠道已经成为各家保险公司开展团险业务的当务之急。基于上述情况,本文以平安养老保险股份有限公司浙江分公司近些年来团体保险业务发展的实际状况为依据,以消费者需求理论和购买行为理论为指导,通过分析宏观环境、行业环境来研究公司的外部环境,提出公司目前面临的主要问题,具体确定该公司未来团体保险业务市场定位为四大市场,最后根据市场定位,就如何进行产品开发、产品定价、产品推广等提出针对性的意见。通过宏观、行业分析,发现目前浙江省团体保险业务拥有巨大发展潜力,在高端客户开发、个性化产品设计等方面有待提高；研究发现平安养老保险股份有限公司浙江分公司在公司品牌、销售人员素质方面具有优势,但是在分销渠道的建立以及险种的多样化方面有待提高；本文研究确定四个目标市场,分别是平安集团及其关联企业市场、大型国有企业市场、浙江省重点发展的新兴行业市场、民营企业市场,针对这四个市场,平安养老保险股份有限公司浙江分公司应该在产品开发、定价、分销渠道的建立等方面有所创新,为客户提供最好的服务。
[Abstract]:Since the end of 0th century, the group insurance has become an important part of the life insurance business of our country. With the foreign insurance institutions entering the market of our country. At the same time, property insurance companies can carry out accident and injury insurance, and so on. The competition of group insurance market in our country is becoming increasingly fierce. How to design group insurance products that meet the needs of customers. How to establish their own marketing channels has become an urgent matter for insurance companies to carry out group insurance business. Based on the above situation, this paper is based on the actual situation of the development of group insurance business in Zhejiang Branch of Ping an Pension Insurance Co., Ltd. in recent years, guided by the theory of consumer demand and the theory of purchase behavior. Through the analysis of the macro environment, the industry environment to study the external environment of the company, put forward the main problems facing the company at present, specifically determine that the company's future group insurance business market positioning for the four major markets. Finally, according to the market orientation, the paper puts forward some suggestions on how to develop, price and promote the products. Through macro analysis and industry analysis, it is found that the group insurance business in Zhejiang Province has great development potential and needs to be improved in high-end customer development, personalized product design and so on. It is found that the Zhejiang Branch of Ping an Pension Insurance Co., Ltd. has advantages in brand and sales personnel quality, but the establishment of distribution channels and the diversification of insurance need to be improved. This paper studies four target markets, namely Ping an Group and its affiliated enterprises market, large state-owned enterprises market, Zhejiang Province key emerging industry market, private enterprise market, aiming at these four markets. Ping an endowment insurance co., Ltd. Zhejiang branch should innovate in product development, pricing, distribution channel establishment, and provide the best service to customers.
【学位授予单位】：广西师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F842.6;F274

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