英大人寿陕西公司寿险市场拓展研究

发布时间：2018-03-03 04:17

本文选题：寿险营销　切入点：市场拓展　出处：《西北农林科技大学》2014年硕士论文　论文类型：学位论文

【摘要】：保险,是国家经济的重要组成部分，是金融体系不可或缺的重要组成。在现代社会中商业保险也是社会保险体系的重要补充，是保障社会和谐稳定的稳压器。在当今生产国际化、商品世界化、资本国际恶化、金融全球化的时代，保险业为经济的运行提供了重要的保障作用。我国保险业从无到有，从小大大，经历了50年艰难的发展历程。随着我国社保保障体系各项制度改革的不断深入，商业保险与国家的发展和人民的切身利益息息相关。特别是今年国家提出构建和谐社会的目标，保险应当发挥更大的作用。本文共分6个部分，主要研究内容如下：第一章导论主要介绍了文章的选题背景、研究目的、研究意义，国内外知名保险机构研究动态、研究思路与方法及论文创新之处。第二章相关理论基础分析了波特竞争力理论、核心竞争能力理论、资源流派理论以及对于市场细分与市场定位的分析，，为英大人寿陕西分公司市场拓展研究奠定了坚实的基础提供了大量的理论依据。第三章市场现状的分析对于宏观环境的分析，从陕西省整个经济大环境入手到陕西省寿险行业结构、客户群消费心理、投保目的、寿险市场的供给、险种的分析等诸多问题的研究，为英大人寿陕西分公司市场拓展研究提出了策略和启示。第四章市场SWOT的研究从英大人寿的优劣势入手，关于潜在的内外部威胁和机会的研究给予大量的数据支持。第五章市场定位通过陕西省寿险市场的细分研究细分原则、客户类型细分、地域类型细分，综合评价英大人寿在市场的拓展原则和定位。第六章市场拓展实施对策从个人业务市场、团体业务市场、经济发达地区市场、经济欠发达地区市场中存在的问题切入到市场拓展策略实施的相关保障措施。结论及作用保险作为中国金融三大支柱产业之一，尤其是寿险的业务发展、市场发达程度直接关系到一个城市的国民经济及人民生活的保障作用。英大人寿保险公司具有自己的特点，虽然规模不大但是专业性、针对性和灵活性却是无可比拟。这几年，随着国家经济的不断发展，我国的寿险事业也得到了蓬勃的发展。陕西寿险市场同样也在迅速壮大，市场潜力不断增强，但同时市场的竞争也越来越激烈。英大人寿陕西分公司面对航空母舰式的综合型大保险公司，竞争压力也越来越大。大公司经营范围广泛、实力雄厚，英大人寿陕西分公司必须依靠股东但不依赖股东坚决走市场化道路，做有自身特点的专业性人寿保险公司。
[Abstract]:Insurance is an important part of the national economy and an indispensable component of the financial system. In modern society, commercial insurance is also an important complement to the social insurance system. In the age of internationalization of production, globalization of commodities, deterioration of international capital and financial globalization, the insurance industry has provided an important safeguard for the operation of the economy. Since childhood, it has undergone a difficult development process of 50 years. With the deepening of the reform of the social security system in China, Commercial insurance is closely related to the development of the country and the vital interests of the people. This paper is divided into six parts, the main research contents are as follows:. The first chapter mainly introduces the background, purpose, significance, research trends, research ideas and methods, and the innovation of the thesis. The second chapter analyzes Porter's competitiveness theory, core competitiveness theory, resource school theory, market segmentation and market positioning. It has laid a solid foundation for the research of market expansion of British Life Insurance Shaanxi Branch. Chapter III Analysis of the current situation of the Market from the whole economic environment of Shaanxi Province to the structure of the life insurance industry in Shaanxi Province, the consumer psychology of the customer base, the purpose of insurance, the supply of the life insurance market, The research of insurance analysis and many other problems provides the strategy and inspiration for the research of market expansion of British University Life Insurance Shaanxi Branch. In Chapter 4th, the research of market SWOT starts with the merits and demerits of British University Life, and the research on the potential internal and external threats and opportunities gives a lot of data support. Chapter 5th market positioning through the life insurance market segmentation in Shaanxi Province, the principle of segmentation, customer subdivision, regional classification, comprehensive evaluation of the British University Life in the market expansion principles and positioning. In Chapter 6th, the countermeasures of market expansion are introduced from the problems in personal business market, group business market, developed region market and underdeveloped region market to the relevant safeguard measures of market expansion strategy. Conclusion and effect. As one of the three pillar industries of Chinese finance, especially the development of life insurance, the degree of market development is directly related to the national economy of a city and the protection of people's life. Although the scale is small but professional, the pertinence and flexibility are unparalleled. In recent years, with the continuous development of the national economy, the life insurance industry in our country has also been booming. The life insurance market in Shaanxi is also growing rapidly. The potential of the market is constantly increasing, but at the same time, the competition in the market is becoming more and more intense. Facing the aircraft carrier type comprehensive large insurance company, the Shaanxi branch of British University Life Insurance Company is under increasing competition pressure. The Shaanxi branch of British University Life Insurance Company must rely on shareholders but not on shareholders to take the road of marketization and be a professional life insurance company with its own characteristics.
【学位授予单位】：西北农林科技大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F842.3

【参考文献】