合众人寿抚顺市场营销策略研究

发布时间：2018-04-18 17:19

本文选题：合众人寿 + 市场营销　；参考：《东北大学》2014年硕士论文

【摘要】：当今社会环境的改变,收入的递增,养老的压力,逐渐提高着全民保险意识,为中国的保险行业带来第四次革命,促使市场竞争日益激烈。本文针对目前我国寿险行业竞争现状和所面临的营销困境,通过对合众人寿抚顺中心支公司营销现状进行分析,指出其在营销策略上的一些问题,并通过对具体问题进行分析,提出对合众人寿有用的差异化竞争策略和建议,明确合众人寿可以通过选择正确的产品策略和行动方案来获取公司的市场优势,从而避免同行业间同质化的竞争。本文以行业现状为背景通过PEST模型、SWOT、波特五力竞争等分析法对市场营销的概念、社会环境和保险营销组合策略等进行分析,根据4P理论从产品、价格、渠道和促销四个方面论述了合众人寿抚顺中心支公司目前营销的现状和问题,并对其营销中存在的问题进行了论述,指出其存在产品同质化、渠道单一、推广不力等问题。本文结合7PS理论,从产品、价格、渠道、促销、人员、有形展示、过程管理七个方面制订了合众人寿抚顺中心支公司的营销组合策略。提出应当重点发展养老保险产业、推广养老地产产品、在价格上采用竞价策略,开拓县城、农村市场,拓宽销售渠道等策略。最后提出管理与组织保障、人力资源保障和理赔服务保障等措施。
[Abstract]:The change of the social environment, the increasing income and the pressure of the aged gradually raise the consciousness of national insurance, bring the fourth revolution for the insurance industry of China, and make the market competition become more and more fierce.In view of the current situation of the life insurance industry competition and the marketing dilemma in our country, this paper analyzes the marketing situation of Fushun Central Branch Company, points out some problems in the marketing strategy, and analyzes the specific problems.The paper puts forward some useful differentiated competitive strategies and suggestions for Unite Life, and makes it clear that it can obtain the market advantage of the company by choosing the correct product strategy and action plan, thus avoiding the homogenous competition among the same industries.Based on the background of industry situation, this paper analyzes the concept of marketing, social environment and insurance marketing combination strategy by means of PEST model and Porter's five-force competitive analysis. According to 4P theory, it analyzes the product, price, and so on.This paper discusses the current marketing situation and problems of Fushun Central Branch Company of Unified Life Insurance in four aspects of channel and promotion, and discusses the problems existing in its marketing, pointing out that the products are homogenized, the channel is single, and the promotion is weak.Based on 7PS theory, this paper formulates the marketing combination strategy of Fushun Central Branch Company from seven aspects: product, price, channel, promotion, personnel, tangible display and process management.It is suggested that we should focus on the development of old-age insurance industry, popularize the old-age real estate products, adopt the bidding strategy in price, open up the county seat, the rural market, broaden the sales channel and so on.Finally, some measures such as management and organization security, human resources guarantee and claim settlement service guarantee are put forward.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F842.3

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