当前位置:主页 > 经济论文 > 保险论文 >

GB人寿佛山分公司“福禄双喜”产品2014年促销计划

发布时间:2018-04-25 12:46

  本文选题:促销计划 + 市场营销 ; 参考:《华南理工大学》2014年硕士论文


【摘要】:居民的可支配收入会极大地影响地区的零售业,尤其是金融零售业。而截至2012年12月底,佛山居民储蓄存款余额5215.16亿元,人均约为8.5万元,同比上年增长10.8%,居民储蓄存款余额居全国地级市之首。由此可见金融零售业在佛山地区的巨大市场空间。 保险产品作为居民家庭理财的重要工具,在金融零售市场中占据重要地位。“生老病死残”作为人生必然的部分,其衍生的财务问题也伴随每个个体,影响每个家庭的生活品质,而保险产品可以很大程度上维护客户家庭的财务稳定性。随着地区经济的发达,居民可支配收入的提高,保险意义与功用在佛山居民中的不断普及,保费支出,尤其是以提供子女教育金,养老金为目的的储蓄型理财保险保费支出,成为居民年支出的重要组成部分。 “福禄双喜”(至尊版)产品组合是GB人寿重要的储蓄型理财保险产品,创新组合分红产品与万能产品,,集满期返还保费、红利分配权、生存金万能账户投资能力于一身,客户可在保险期间内,在满足一定条件的情况下,根据应急、医疗、教育、养老等个人需求从个人帐户支取,满足人生不同阶段的需求。 本文通过制定GB人寿个险渠道的主打理财产品——“福禄双喜”(至尊版)产品组合的促销计划书,为2014年佛山GB的个险营销提供建议和指导,以达到巩固佛山GB在佛山地区的市场地位,维护目前市场份额的目的。 本文首先对公司背景和产品情况进行介绍,接着分别通过宏观环境、竞争环境、需求环境和SWOT对“福禄双喜”的营销环境进行分析,然后通过市场细分、目标市场选择,形成业务的定位。最后,基于分析的结果,具体从“福禄双喜”的广告、人员推销、销售促进和公共关系四个方面制定2014年“福禄双喜”的促销计划,并基于促销计划进行了财务分析和风险分析。
[Abstract]:The disposable income of residents will greatly affect regional retailing, especially financial retailing. By the end of December 2012, the balance of Foshan residents' savings deposits was 521.516 billion yuan, or 85000 yuan per capita, an increase of 10.8 yuan compared with the previous year, and the balance of household savings deposits ranked first in the prefecture-level cities in the country. This shows the huge market space of financial retail industry in Foshan area. As an important tool of household financial management, insurance products play an important role in the financial retail market. "Life, old, sick and disabled" as an inevitable part of life, its derived financial problems also accompany with each individual, affecting the quality of life of each family, and insurance products can largely maintain the financial stability of the customer family. With the development of regional economy and the improvement of residents' disposable income, the significance and function of insurance are becoming more and more popular among the residents of Foshan. To become an important part of the annual expenditure of residents. The product combination of "Fu Lu Shuangxi" is an important savings type financial management insurance product of GB Life Insurance. The innovative combination of dividend products and universal products integrates the full term return premium, the right to distribute dividends, and the ability to invest in the all-purpose account of survival gold. During the insurance period, customers can meet certain conditions, according to the emergency, medical, education, pension and other personal needs from the individual account to meet the needs of different stages of life. This paper provides advice and guidance for Foshan GB risk marketing in 2014 by making the promotion plan for the main financial management product of GB Life Insurance Channel, "Fu Shuangxi" (to your version), in order to provide suggestions and guidance for the individual risk marketing of Foshan GB in 2014. In order to consolidate the market position of Foshan GB in Foshan, maintain the current market share. This paper first introduces the company background and product situation, and then analyzes the marketing environment of "Flux Shuangxi" by macro environment, competition environment, demand environment and SWOT, then through the market segmentation, the target market choice. To form a business position. Finally, based on the results of the analysis, the author formulates the promotion plan for the year 2014 from four aspects: advertising, sales promotion, sales promotion and public relations. Financial analysis and risk analysis are carried out based on the promotion plan.
【学位授予单位】:华南理工大学
【学位级别】:硕士
【学位授予年份】:2014
【分类号】:F274;F842.3

【参考文献】

相关期刊论文 前10条

1 孙蓉;杨馥;;改革开放三十年:中国保险业的变迁与发展[J];保险研究;2008年12期

2 张雪琴;;寿险营销的营销环境分析[J];重庆科技学院学报(社会科学版);2010年20期

3 王琪;;整合营销传播中的广告策略研究[J];北方经贸;2010年05期

4 何平和;;浅论保险产品促销策略的创新[J];经济师;2007年07期

5 韩锋;孙建丽;;金融危机下我国保险业面临的问题与对策研究[J];商业经济;2009年12期

6 徐昆;;保险产品的目标市场策略[J];经济研究导刊;2009年09期

7 徐昆;;保险产品营销组合与竞争策略研究[J];今日科苑;2009年04期

8 黄崇超;;我国人寿保险需求实证分析——基于1995~2010年的数据[J];荆楚理工学院学报;2012年04期

9 李双杰;杨熠;;中国保险企业经营绩效研究及影响因素分析[J];全国商情(经济理论研究);2008年09期

10 邹亚彬;王凤霞;李鹏;;中资保险业的广告策略研究[J];中国商界(下半月);2009年06期

相关博士学位论文 前3条

1 周晓越;基于SCP范式的中国人身保险产业组织研究[D];中国矿业大学(北京);2011年

2 黄洪;广东保险发展方式转型研究[D];西南财经大学;2011年

3 孙乃岩;中国特色寿险营销模式创新研究[D];东北师范大学;2012年



本文编号:1801413

资料下载
论文发表

本文链接:https://www.wllwen.com/jingjilunwen/bxjjlw/1801413.html


Copyright(c)文论论文网All Rights Reserved | 网站地图 |

版权申明:资料由用户6cda7***提供,本站仅收录摘要或目录,作者需要删除请E-mail邮箱bigeng88@qq.com