泰康人寿文化营销策略研究

发布时间：2018-03-02 19:21

本文选题：保险企业　切入点：文化营销　出处：《中南林业科技大学》2014年硕士论文　论文类型：学位论文

【摘要】：在全球经济一体化、各个企业竞争逐渐加剧的大时代背景前提下,经济发展和社会进步不断促进各学科领域的发展。文化营销正是市场营销等综合学科在新时期的发展延伸。文化营销策略渗透到企业运营的全过程,在营销活动中最大能力发挥文化的影响力,将文化服务于企业的内部客户和外部客户,将会是未来的研究重点。对于发展较晚的中国保险行业,文化营销策略的实施时间尚短,有着巨大的市场潜力和发挥空间。但人寿保险企业的文化营销策略基本上还处于摸索阶段,对迷茫中的企业管理者来说,在实行文化营销策略的初级阶段缺乏可以模仿和学习的对象,这一点为保险企业实施文化营销增加了难度。我国的保险行业的文化营销起步相对较晚,理论体系尚未完善,虽然相关文化营销研究日益受到关注,但是与企业实际情况相结合的运用经验尚有不足。尤其在保险业这一方面的相关研究资料较少,研究泰康人寿这种新起之秀的人寿保险公司的更是凤毛麟角。本文通过对泰康人寿的文化营销策略的研究学习,结合科学有效的实践和分析工具,望整合出适应于泰康人寿保险股份有限公司持续发展的文化营销策略。本文以文化营销层次、文化营销策略等理论为基础,试分析研究泰康人寿保险股份有限公司的文化营销策略。以现今的时代大背景为前提,讨论文化营销策略的理论研究和实际运用。文章概括回顾现有研究的文化营销策略,并阐述了国内外主要研究成果及方向,以泰康人寿保险股份有限公司有主要研究对象,并且借鉴其他几大成功的国内外公司实例,综合研究探讨在当代经济社会背景前提下,泰康人寿保险股份有限公司的文化营销策略运用。立足于对泰康入寿文化营销策略的具体研究,根据实地实习考察,和基础理论的合理运用,科学高效地结合书本理论知识与实际运用,盼能更加完善和发展文化营销这一学科领域在人寿保险销售行业中的理论运用,通过合理优化和借鉴使得文化营销策略更加符合市场发展与消费者需求,更有助于企业战略性管理与发展。
[Abstract]:Under the background of the global economic integration and the gradual intensification of competition among various enterprises, Economic development and social progress continue to promote the development of various disciplines. Cultural marketing is the extension of comprehensive disciplines such as marketing in the new period. Cultural marketing strategy permeates the whole process of enterprise operation. To exert the influence of culture in the marketing activities and to serve the internal and external customers of the enterprise will be the focus of future research. The implementation time of the cultural marketing strategy is still short for the Chinese insurance industry, which developed relatively late. There is huge market potential and room for exertion. But the cultural marketing strategy of life insurance enterprises is basically still in the groping stage. In the initial stage of carrying out cultural marketing strategy, there is no object that can be imitated and learned, which makes it more difficult for insurance enterprises to carry out cultural marketing. The cultural marketing of insurance industry in our country starts relatively late, and the theoretical system is not perfect, although the related cultural marketing research has been paid more and more attention. However, the application experience combined with the actual situation of the enterprise is still insufficient. Especially in the insurance industry, there are few relevant research materials. It is rare to study Taikang Life Insurance Company, which is a new rising star. Through the research and study of Taikang Life's cultural marketing strategy, this paper combines scientific and effective practice and analysis tools. Hope to integrate into the Taikang Life Insurance Co., Ltd.'s sustainable development of cultural marketing strategy. Based on the theories of cultural marketing level and cultural marketing strategy, this paper tries to analyze and study the cultural marketing strategy of Taikang Life Insurance Co., Ltd. This paper discusses the theoretical research and practical application of cultural marketing strategy. The article reviews the existing cultural marketing strategies, and expounds the main research achievements and directions at home and abroad, with Taikang Life Insurance Co., Ltd. as the main research object. And draw lessons from other successful examples of domestic and foreign companies, comprehensive research under the premise of contemporary economic and social background, The application of cultural marketing strategy of Taikang Life Insurance Co., Ltd., based on the specific research on Taikang's cultural marketing strategy, according to the field practice investigation, and the rational application of basic theory, Scientific and efficient combination of book theory knowledge and practical application, hoping to improve and develop the discipline of cultural marketing in the life insurance sales industry, Through the rational optimization and reference, the cultural marketing strategy is more in line with the market development and consumer needs, and is more conducive to the strategic management and development of enterprises.
【学位授予单位】：中南林业科技大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F842.3

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