中国人寿甘肃公司个险营销策略研究

发布时间：2018-05-24 04:26

本文选题：人寿保险 + 营销　；参考：《兰州大学》2013年硕士论文

【摘要】：中国人寿作为国有控股大型金融保险集团,长期以来,一直占据市场的主导地位。但是伴随着中国加入WTO和全球经济一体化的大背景,中国人寿在新时期面临着非常严峻的考验。近几年,新的市场主体不断增加,行业竞争日趋激烈,中国人寿的市场领先地位面临着前所未有的挑战。特别是在个人保险渠道,受国家整体经济环境的影响,行业普遍出现了销售人力增长缓慢,销售成本不断增高的问题。中国人寿作为老国企,由于历史的原因,还存在销售人员年龄偏大,文化程度偏低等不利因素,对公司的竞争力造成了很大的影响。中国人寿甘肃省分公司,是中国人寿保险股份有限公司在甘肃的分支机构,也是目前甘肃寿险市场上历史最悠久、规模最大、机构最多的寿险公司,市场份额约占甘肃寿险市场的40%左右。近几年,由于竞争加剧,公司市场份额不断下降,业务收入增速放缓,经营成本不断的攀升,市场开拓越来越艰难。尤其是作为公司核心渠道的个人保险渠道,受销售人力增长乏力的影响,业务规模增长迟缓。因此,分析和制定个险营销策略成为人寿甘肃分公司亟待解决的重要问题。本文主要以市场营销的相关理论为基础,详细分析了中国人寿甘肃省分公司个险渠道目前存在的问题。对中国人寿甘肃省分公司目前面临的政治、经济、社会及技术等因素进行了深入的分析,结合中国人寿甘肃省分公司个险渠道面临的竞争态势,从组合营销策略、服务营销策略、品牌策略等方面提出了营销策略对策。论文对于中国人寿甘肃省分公司提升个险渠道优势,改进营销策略有重要的现实意义,同时也对同行业其他企业的个险营销有一定的启示意义。
[Abstract]:China Life, as a state-controlled large financial and insurance group, has long dominated the market. However, with China's entry into WTO and the background of global economic integration, China Life Life is facing a severe test in the new era. In recent years, the new market main body is increasing, the industry competition is becoming more and more intense, the market leading position of China Life is facing unprecedented challenge. Especially in the personal insurance channel, affected by the country's overall economic environment, the industry has generally appeared the problem of slow growth of sales manpower and rising sales costs. China Life Insurance, as an old state-owned enterprise, because of the historical reasons, there are still some unfavorable factors, such as the age of the salesmen and the low level of education, which have a great influence on the competitiveness of the company. China Life Insurance Gansu Branch is a branch of China Life Insurance Co., Ltd. in Gansu Province. It is also the oldest, largest and largest life insurance company in the Gansu life insurance market. Market share accounts for about 40% of the life insurance market in Gansu Province. In recent years, due to increased competition, the company's market share continues to decline, business revenue growth slowed, operating costs continue to climb, market development is becoming more and more difficult. Especially, the personal insurance channel, which is the core channel of the company, is slow to grow due to the weak growth of sales manpower. Therefore, the analysis and formulation of an insurance marketing strategy has become an important issue to be solved urgently in Gansu Branch. Based on the theory of marketing, this paper analyzes in detail the problems existing in the insurance channel of China Life & Gansu Branch. This paper deeply analyzes the political, economic, social and technical factors facing China Life & Gansu Branch, and combines the competitive situation of China Life Gansu Branch with the combination marketing strategy. Service marketing strategy, brand strategy and other aspects of the proposed marketing strategy countermeasures. This paper has important practical significance for China Life Insurance Gansu Branch to promote the advantage of individual risk channel and improve marketing strategy, and it also has certain enlightenment significance to other enterprises in the same industry.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F842.3

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