A寿险公司税延保险营销策略研究

发布时间：2018-05-03 13:56

本文选题：A寿险公司 + 税延保险　；参考：《华东理工大学》2014年硕士论文

【摘要】：随着我国国民经济增长,人们对于品质养老和尊严养老的需求明显上升,未来商业养老保险必然会在我国养老的市场上扮演重要角色,商业养老保险蕴含着巨大的发展潜力。个人税收递延型养老保险(以下简称“税延保险”)自上海市政府2007年立项以来,在税延保险开办的重要意义、制度安排、产品设计,监管规定等方面的研究不少,而极少有对于营销策略方面的研究。对税延保险而言,因其产品具有政策性和高度同质化,操作流程具有“个人保单,团体操作”的特殊性。故如何设定产品价格,如何有效利用销售渠道,如何有效进行客户资源开拓和产品宣传,如何设计兼顾法人客户和个人客户的销售流程,匹配合理的销售模式和推广模式等一系列营销策略,对于整个寿险行业而言,尤其是在税延政策出台的前夕,是一个迫在眉睫的重大课题,也是本文研究的重点。 A寿险公司成立于2011年,控股股东为中国AA银行。在中国A A银行未控股前,A寿险公司为一家区域性、中外合资、小型寿险公司,现正在向全国性,国有企业,大中型寿险公司转变进程中。本文以A寿险公司作为具体研究对象,分析中国养老保障体系和人口老龄化的宏观环境,从细分市场入手,结合A寿险公司发展现状和企业愿景,研究如何充分利用其控股股东的强大资源优势,针对税延保险这个极具挑战性的战略项目,选择合适的目标市场和市场定位。通过产品、渠道、定价、促销策略组合的进行营销分析,以期运用于A寿险公司即将付诸实施的税延保险销售实践,使之在激烈的市场竞争中脱颖而出。
[Abstract]:With the growth of our national economy, the demand for the quality and dignity of the aged is obviously rising. In the future, the commercial old-age insurance will play an important role in the market of our country's old-age care, and the commercial old-age insurance contains enormous development potential. Personal tax deferred old-age insurance (hereinafter referred to as "tax extension insurance") since the establishment of the Shanghai Municipal Government in 2007, the significance of tax extension insurance, system arrangements, product design, regulatory regulations and other aspects of research, And there is little research on marketing strategy. For tax extension insurance, because of its product policy and high homogeneity, the operation process has the particularity of "individual policy, group operation". Therefore, how to set product prices, how to use sales channels effectively, how to effectively develop customer resources and promote products, how to design sales processes that take account of both corporate and individual customers, To match a series of marketing strategies, such as reasonable sales model and promotion model, is an urgent and important task for the whole life insurance industry, especially on the eve of the tax extension policy, and is also the focus of this paper. A life insurance company was established in 2011, the controlling shareholder is China AA Bank. The A A Bank of China is a regional, Sino-foreign joint venture and a small life insurance company. It is now in the process of transforming to a national, state-owned enterprise and a large and medium-sized life insurance company. This article takes A life insurance company as the concrete research object, analyzes the Chinese pension security system and the macroscopical environment of the aging population, starts from the segmentation market, unifies A life insurance company's development present situation and the enterprise vision, This paper studies how to make full use of the powerful resource advantages of its controlling shareholders and choose the appropriate target market and market positioning for the tax extension insurance as a very challenging strategic project. Through the combination of product, channel, pricing and promotion strategy, we can apply it to the tax extension insurance sales practice that A life insurance company is about to put into practice, so as to make it stand out in the fierce market competition.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F842.3

【参考文献】