A养老保险公司宁夏分公司企业年金业务营销策略研究

发布时间：2018-04-18 20:47

本文选题：企业年金 + 营销策略　；参考：《宁夏大学》2017年硕士论文

【摘要】：为了使公民享有更加丰富的养老权益,我国劳动部制定了企业年金制度,并制定了《企业年金试行办法》这一制度规定,企业职工除了可以依法享有养老保险制度的福利外,还可以根据自愿的原则,建立企业年金这一补充养老保险制度。目前,对企业年金的服务已经从追求满足年金受益人的最基本需求发展为对品质的精益求精。A养老保险公司宁夏分公司开展企业年金业务相比同业较晚,基础架构较小,为在日趋激烈的企业年金市场竞争中获得优势地位,应抓住我国正在进入老龄社会的转折机遇,发挥自身优势,采取多样化的营销策略,力争做到相互促进并共同发展,与基本养老保险结合形成营销合力,不断优化自身营销策略,抓住更多的企业年金管理机会,使A养老保险公司宁夏分公司的业务更上一层楼。本文在第一部分给出了有关企业年金的定义,并阐释了市场营销分析模型和我国目前养老市场的市场环境。随后,本文以A养老保险公司宁夏分公司为研究对象,以营销市场模型为理论基础,分别对其面临的营销环境、自身经营情况、营销现状全面整合,指出了目前存在的问题,并相应提出了营销策略改进方式及具体策略分析。最后,本文对A养老保险公司宁夏分公司开展企业年金业务营销策略进行了总结:A养老保险公司宁夏分公司应围绕客户需求展开业务,充分考虑市场中的各个要素,随之达到扩大企业年金业务规模,巩固企业年金市场地位的目的,实现业务稳健发展。
[Abstract]:In order to enable citizens to enjoy more abundant pension rights and interests, the Ministry of Labor of our country has formulated the enterprise annuity system and the "measures for trial implementation of enterprise annuity", which stipulates that enterprise workers can enjoy the benefits of the old-age insurance system in addition to being able to enjoy the benefits of the old-age insurance system in accordance with the law.Also can according to voluntary principle, establish this supplementary endowment insurance system of enterprise annuity.At present, the service for enterprise annuity has developed from pursuing the most basic needs of pension beneficiaries to improving quality. Ningxia branch of pension insurance company, a pension insurance company, has developed its enterprise annuity business later than its peers and has a relatively small infrastructure.In order to gain an advantage position in the increasingly fierce competition of enterprise annuity market, we should seize the turning point opportunity that our country is entering into the aging society, give play to our own advantage, adopt diversified marketing strategy, strive to promote each other and develop together.Combining with basic old-age insurance to form marketing joint forces, constantly optimize its own marketing strategy, seize more opportunities of enterprise annuity management, make A pension insurance company Ningxia branch business to a higher level.In the first part of this paper, the definition of enterprise annuity is given, and the marketing analysis model and the market environment of pension market in China are explained.Then, this paper takes Ningxia Branch of A Endowment Insurance Company as the research object, takes the marketing market model as the theoretical foundation, respectively to its facing marketing environment, own management situation, marketing present situation comprehensive conformity, pointed out the present existence question.And accordingly proposed the marketing strategy improvement way and the concrete strategy analysis.Finally, this paper sums up the marketing strategy of pension business in Ningxia branch of A pension insurance company, which should focus on the needs of customers and take into account all factors in the market.Then the purpose of expanding the scale of enterprise annuity business, consolidating the market position of enterprise annuity and realizing the steady development of enterprise annuity business is achieved.
【学位授予单位】：宁夏大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F842.6

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