中国人寿甘肃省分公司保险服务营销策略研究

发布时间：2018-03-25 09:06

本文选题：服务营销　切入点：保险　出处：《兰州大学》2013年硕士论文

【摘要】：伴随着我国社会、经济的发展,人寿保险的社会作用在国内日益凸显。人寿保险业是我国保险行业的重要组成部分,是社会养老保险体系的重要补充,中国寿险行业是一个充满巨大机遇的市场,而中国人寿作为行业老大,肩负着振兴民族寿险业的重任。然而,中国人寿在高速发展的同时,也遭遇了一定的发展瓶颈。市场的竞争问题、公司管理的缺位、客户服务系统性不强、新型产品开发滞后、销售渠道单一、诚信建设等已经成为公司发展的阻力。同时,甘肃虽地处我国西北欠发达地区,但保险市场竞争依然非常激烈,寿险竞争主体达20多家,新增保险公司的业务开拓对中国人寿甘肃省分公司业务发展产生巨大压力,公司市场地位及影响力面临巨大的挑战。面对寿险市场竞争产品的同质化,竞争的焦点从价格竞争逐渐向一些新兴竞争领域转变,如何能够提供客户满意的保险服务将是公司应对同业竞争的关键。本文重点对以服务营销学为基础,通过对服务营销理论的提出、理论基础、发展情况、理论贡献等学习和研究,结合4P、4C、波特五力分析模型等经典理论的应用,对中国人寿甘肃省分公司保险服务、服务营销理念的建立提出基本框架及思路,重点以服务产品策略、服务质量控制策略、服务价格策略、服务渠道策略、客户便捷策略为依托,营销理论结合实践发展,实现公司业务发展、客户有效开拓的现实指导意义。同时,为本行业其他企业服务营销理念建立提供借鉴。
[Abstract]:With the development of our society and economy, the social role of life insurance is increasingly prominent in China. Life insurance industry is an important part of our insurance industry and an important supplement to the social endowment insurance system. China life insurance industry is a market full of great opportunities, and China Life Insurance, as the industry leader, shoulders the responsibility of revitalizing the national life insurance industry. However, at the same time, China Life has encountered a certain bottleneck of development. Market competition, lack of company management, weak system of customer service, lagged development of new products, single sales channel, Integrity construction has become a resistance to the development of the company. At the same time, although Gansu is located in the underdeveloped area of northwest China, the competition in the insurance market is still very fierce. There are more than 20 main bodies of life insurance competition. The new business development of insurance companies has exerted great pressure on the business development of China Life Insurance Branch in Gansu Province. The company's market position and influence face enormous challenge. Facing the homogeneity of the competing products in the life insurance market, the focus of the competition is gradually changing from the price competition to some new competition fields. How to provide the customer satisfied insurance service will be the key for the company to deal with the competition among the same industry. Based on the theory of service marketing, this paper focuses on the application of the classical theories, such as the service marketing theory, the theory foundation, the development situation, the theoretical contribution, and so on, combined with the classical theories, such as 4PX 4C, Porter's five-force analysis model, etc. This paper puts forward the basic frame and thought of establishing insurance service and service marketing idea of China Life Insurance Company in Gansu Province, with emphasis on service product strategy, service quality control strategy, service price strategy, service channel strategy, etc. Based on the customer convenience strategy, marketing theory combined with practical development, realize the company business development, customer effective development of the practical significance. At the same time, for other enterprises in the industry to establish the concept of service marketing reference.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F842.3

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