GS保险股份有限公司安徽分公司营销策略研究

发布时间：2018-01-31 09:28

本文关键词： 4V营销策略寿险　出处：《安徽大学》2014年硕士论文　论文类型：学位论文

【摘要】：站在经济立场上考虑,保险作为一种财务安排,在意外事故发生时能有效的分摊损失和提供经济保障。这一特性在人寿保险中更为突出。人寿保险不仅可以储蓄、投资,还可以作为理财产品。从这个意义上讲,保险业作为金融支柱产业,是金融业的重要组成部分。在经济全球化和金融国际化的大背景下,中国人寿安徽省公司始终占据着安徽最大的人寿保险公司的地位,外部环境复杂多变,风险和不确定因素也快速变幻,这就要求公司站在更高的高度,接受各种市场环境的挑战。本人使用SWOT分析模型就中国人寿安徽省公司的发展进行评估,在对4V理论进行概述的基础上,就人寿保险公司实施4V营销策略的必然性从必要性和可能性的角度进行阐述,并从保险类别、客户市场和市场竞争对手等维度提出了人寿保险公司的营销策划方案。一是向客户提供差异化的保险产品和服务；二是提供不同功能系列保险产品满足消费者需求；三是增加保险产品的附加值；四是实现消费者效用和人寿保险公司效益最大化。最后,文章从人员配备、员工培训、信息化建设和政企关系等角度提出了保证4V营销策划得到具体落实的保障措施。
[Abstract]:From an economic standpoint, insurance is a financial arrangement. In the event of accidents can effectively share losses and provide economic security. This feature is more prominent in life insurance. Life insurance can not only save, investment. In this sense, the insurance industry, as a financial pillar industry, is an important part of the financial industry. Under the background of economic globalization and financial internationalization, China Life Insurance Company in Anhui Province has always occupied the status of the largest life insurance company in Anhui Province, and the external environment is complex and changeable. Risk and uncertainty also change rapidly, which requires the company to stand at a higher level, accept the challenges of various market environments. I use SWOT analysis model to evaluate the development of China Life Insurance Anhui Company. On the basis of summarizing 4V theory, this paper expounds the necessity and possibility of implementing 4V marketing strategy in life insurance company, and expounds the insurance category from the angle of necessity and possibility. The marketing planning scheme of life insurance company is put forward in the aspects of customer market and market competition. One is to provide customers with differentiated insurance products and services. The second is to provide different functional series of insurance products to meet the needs of consumers; Third, increase the added value of insurance products; The fourth is to maximize the effectiveness of consumers and life insurance companies. Finally, the article from the staffing, staff training. The information construction and the relationship between government and enterprise are put forward to ensure the implementation of 4V marketing plan.
【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F842.3;F274

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