CL保险公司个险二部营销策略研究

发布时间：2018-05-12 01:22

本文选题：保险企业 + 个险营销　；参考：《云南师范大学》2013年硕士论文

【摘要】：2012年是中国保险业近年来发展最为困难的一年，保险业面对着盈利能力有待提升、银保业务下滑、投资收益受影响、增员压力大等等问题。在2013年整个国际金融市场继续萎靡状态下，保险行业作为金融行业的分支必然会受其影响。尤其在人口众多的中国，涉及到国计民生的保险行业需要面对的问题更多，情况更为严峻。如何在新形势、新问题、新机遇下做好个险营销将是本文研究重点。 CL保险公司云南省分公司总经理阮建设在年终总结会上指出：CL可以一直保持市场份额的始终领先，和CL长期坚持立足于客户需求、渠道优势明显、产品竞争力强、后期服务到位等多方面因素密不可分。但是，，面对复杂严峻的国内外金融形势，必须更科学的布局、谋划，加强战略合作以及搭建平台，才能积极的应对世界金融格局和国内外资本市场的新变化、新态势和新特点。本文以CL保险公司个险营销二部的个险销售作为研究对象。从个险营销的市场定位、客户细分、差异化营销、绩效考核、服务理念等方面进行剖析。并结合战略管理、管理学的一些基本理论，对个险营销二部的营销进行研究，系统的总结和梳理了个险营销二部在个险营销过程中的利弊得失，并根据研究得出个险营销需要创新的结论和启示，以期为个险营销在后续的开发和营销中提供一些参考，帮助和借鉴。
[Abstract]:2012 has been the most difficult year for China's insurance industry to develop in recent years. The insurance industry is facing problems such as the need to improve its profitability, the decline in its banking business, the impact of investment returns, and the pressure to increase its staff. As the international financial markets continue to languish in 2013, the insurance industry as a branch of the financial industry is bound to be affected. Especially in a populous China, the insurance industry, which involves the national economy and people's livelihood, faces more and more serious problems. In the new situation, new problems, new opportunities to do a good job of risk marketing will be the focus of this paper. At the year-end wrap-up meeting, General Manager Ruan Jian of CL Insurance Company Yunnan Branch pointed out that: CL can always maintain a leading market share, and CL has a long-term stand on customer demand, with obvious channel advantages and strong product competitiveness. After the service is in place and so on many aspects factor is inseparable. However, in the face of the complicated and severe financial situation at home and abroad, we must have a more scientific layout, planning, strengthening strategic cooperation and building a platform in order to actively respond to the new changes, new trends and new characteristics of the world financial structure and the capital market at home and abroad. This article regards the individual insurance sale of CL insurance company as the research object. This paper analyzes the market orientation, customer segmentation, differentiated marketing, performance appraisal, service concept and so on. Combined with some basic theories of strategic management and management, this paper studies the marketing of the second department of individual insurance marketing, and systematically summarizes and combs the advantages and disadvantages of the two departments in the process of individual risk marketing. According to the research, the author draws the conclusion and enlightenment that the insurance marketing needs innovation, in order to provide some reference, help and reference for the future development and marketing of the insurance marketing.
【学位授予单位】：云南师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F842.3;F274

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