中国人保寿险湖南省分公司保险下乡营销策略研究

发布时间：2018-03-28 20:04

本文选题：人身保险　切入点：农村保险　出处：《湖南大学》2014年硕士论文

【摘要】：近十几年来,我国寿险企业迅速发展,随着中国寿险业外部环境的改变和竞争主体的不断增加,寿险业的竞争日趋激烈,为了拓展业务,提高市场占有率,各保险公司纷纷进入农村市场,开展农村业务。做好农村市场不仅可以大大增强保险公司的竞争实力,而且有助于提高农村地区的保障水平,为农村居民提供更多保障。因此,在经济水平和保险意识都较低的农村地区,如何开拓市场,提高市场份额,成为保险公司十分关心的问题,而制定科学的营销策略和保障措施,并逐步构建农村营销网络,成为各保险公司制胜的法宝。本文运用市场营销理论、市场组合理论等相关理论和方法,通过对人保寿险湖南分公司的基本情况、农村市场环境、生存及发展所面临的机会和威胁、拥有的优势和不足进行了系统科学的分析,运用市场细分理论,对湖南人保寿险下乡的可行性进行了分析,并基于经典的4P理论方法提出了湖南人保寿险“保险下乡”的营销策略以及实施保障,提出通过“自建”和“产寿共建”两种渠道,逐步建立起农村营销网络。本文通过对大量的文献阅读研究加之多年的从业经验,运用SWOT分析法、STP市场细分法,分析了湖南人保寿险农村市场的现状问题、原因及未来的发展前景,并提出和制定了合适农村市场的营销策略。本文对人保寿险湖南分公司在农村地区的进一步发展提供理论和实践参考,具有较强的现实意义,同时对其他保险公司也有一定的理论参考价值。
[Abstract]:In the past ten years, the life insurance enterprises of our country have developed rapidly. With the change of the external environment and the increase of the main body of competition, the competition of the life insurance industry is becoming increasingly fierce. In order to expand the business and increase the market share, Each insurance company enters the rural market one after another to carry out rural business. To do well in the rural market can not only greatly enhance the competitive strength of insurance companies, but also help to improve the security level in rural areas and provide more security for rural residents. In the rural areas where the economic level and insurance consciousness are low, how to open up the market and increase the market share becomes the problem that the insurance companies are very concerned about, and make scientific marketing strategy and safeguard measures, and build the rural marketing network step by step. Become insurance companies to win the magic weapon. This paper applies marketing theory, market combination theory and other relevant theories and methods to analyze the basic situation of Hunan branch of life insurance, the opportunities and threats to the rural market environment, survival and development. The advantages and disadvantages of Hunan life insurance are analyzed systematically and scientifically, and the feasibility of Hunan life insurance to go to the countryside is analyzed by using the theory of market segmentation. Based on the classical 4P theory and method, this paper puts forward the marketing strategy and implementation guarantee of Hunan Life Insurance "Insurance going to the Countryside", and puts forward that the rural marketing network should be established step by step through the two channels of "self-construction" and "co-construction of life and production". Based on a large number of literature reading studies and many years of experience, this paper analyzes the current situation, causes and future development prospects of Hunan life insurance rural market by using the SWOT analysis method. This paper provides theoretical and practical reference for the further development of Hunan branch of life insurance in rural areas, and has a strong practical significance. At the same time, other insurance companies also have a certain theoretical reference value.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F842.3

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