中国人寿衡阳分公司农村居民商业寿险市场开发研究

发布时间：2018-04-26 15:16

本文选题：中国人寿衡阳分公司 + 商业寿险　；参考：《中南大学》2014年硕士论文

【摘要】：摘要：党在中共十六届五中全会提出了社会主义新农村建设新要求,再次强调解决民生问题、构建百姓幸福生活的迫切任务。商业人寿保险作为社会保障体系的重要组成部分,是对社会保险的有益补充、提高和拓展,面对国家新的发展要求和农村市场的发展潜力,要加大农村寿险市场的开发,为农民的健康、养老、生命安全、疾病等方面的风险完善和预防做出新的贡献。在此背景下,本文回顾相关的理论基础,以中国人寿衡阳分公司为案例研究主体,探讨农村商业寿险市场开发的社会价值和公司价值。在对公司开发农村商业寿险市场面临的内部环境和外部环境的深入分析基础之上,文章提出了公司发展应该采取的最佳战略。本文进一步地设计了衡阳分公司农村居民商业寿险市场开发方案,详细规划了开发目标、开发阶段、开发措施等关键环节。最后,文章指出了公司战略顺利实施所需的人力资源、财务费用、组织架构和政府支持等保障措施。在这个案例研究中,重点是开发方案的提出,尤其是市场细分与目标市场选择、产品策略选择、价格策略、渠道策略选择、促销策略选择等五项针对性的开发措施。通过中国人寿衡阳分公司的案例研究,笔者希望可以使读者对中国的农村商业保险市场有了宏观的了解,为其他地区、其他企业的农村寿险市场开发提供理论和实践上的借鉴,加快中国农村商业寿险市场的开发进程,完善社会保障体系。
[Abstract]:Absrtact: in the Fifth Plenary session of the 16th CPC Central Committee, the Party put forward new requirements for the construction of a new socialist countryside, emphasizing once again the urgent task of solving people's livelihood problems and building a happy life for the people. As an important part of the social security system, commercial life insurance is a beneficial supplement to social insurance. In the face of the new development requirements of the country and the development potential of the rural market, it is necessary to increase the development of the rural life insurance market. Make new contribution to farmers' health, pension, life safety, disease and other aspects of risk improvement and prevention. In this context, this paper reviews the relevant theoretical basis, taking Hengyang Branch of China Life Insurance Company as a case study to explore the social and corporate value of the development of rural commercial life insurance market. Based on the deep analysis of the internal and external environment in the development of the rural commercial life insurance market, this paper puts forward the best strategy for the development of the company. This paper further designs the development scheme of the commercial life insurance market for the rural residents of Hengyang Branch, and plans the key links in detail, such as the development goal, the development stage, the development measures, and so on. Finally, the paper points out the necessary human resources, financial costs, organizational structure and government support for the smooth implementation of the company's strategy. In this case study, the emphasis is put forward on the development scheme, especially the market segmentation and target market selection, product strategy selection, price strategy, channel strategy selection, promotion strategy selection and other five targeted development measures. Through the case study of Hengyang Branch of China Life Insurance Company, the author hopes to make readers have a macroscopic understanding of the rural commercial insurance market in China, and provide theoretical and practical reference for the development of rural life insurance market in other regions and other enterprises. We will speed up the development of China's rural commercial life insurance market and improve the social security system.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F842.3

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