泰康人寿发展养老地产模式及营销研究

发布时间：2018-05-31 05:24

本文选题：老龄化 + 泰康人寿　；参考：《厦门大学》2014年硕士论文

【摘要】：我国在新世纪面临着人口老龄化、家庭结构变迁、未富先老等问题,怎样的养老方式能够适应新环境变化；同时,保险行业如何更好的解决保险资金长期增值、保值问题,以需要寻求多元的投资渠道。关注养老地产业对解决养老模式问题有积极意义,尤其是在保险资金如何发挥自身优势进入该领域也是一种新的探索。本文根据市场营销理论和消费者行为相关理论,从养老服务业、养老地产概念界定养老地产属性,分析国内外养老地产的发展模式,对国内保险业进入养老地产的业态进行了深入分析。在保险业内一直提倡稳健发展的泰康人寿成为内业第一家涉足养老地产并推出相对应产品的公司。目前,公司已经在一线城市拿地、建设养老社区；同时积极布局一些热门二线城市,如：三亚、厦门、成都。同时,本文采用了深入访谈的方法。通过访问泰康人寿保险股份有限公司战略发展部的同事,以及国内其他养老机构管理者,深入了解公司的发展模式及构想,了解养老市场的属性及市场运作规律。在访谈的基础上,本文进行市场调研并对市场调研数据进行详细分析。通过对目标客户进行市场调查及数据分析,较为全面、系统地剖析了养老社产品市场的需求特征和消费行为影响因素,对泰康人寿设计、营销、运营养老地产提供了切实可行的运行模式建议。
[Abstract]:In the new century, China is facing problems such as aging population, changing family structure, aging before becoming rich, and how to adapt to the changes in the new environment. At the same time, how can the insurance industry better solve the problem of long-term increment and preservation of insurance funds? In order to need to seek multiple investment channels. It is a new exploration to pay attention to the pension real estate industry to solve the problem of pension model, especially how to give full play to the advantages of insurance funds to enter this field. According to the marketing theory and the theory of consumer behavior, this paper defines the attributes of the endowment real estate from the pension service industry and the concept of the pension real estate, and analyzes the development mode of the endowment real estate at home and abroad. This paper makes a deep analysis of the state of the domestic insurance industry entering the endowment real estate. Taikang Life, which has been promoting sound development in the insurance industry, has become the first company in the industry to set foot in pension property and launch corresponding products. At present, the company has taken the land in first-tier cities, building pension communities, and actively layout some popular second-tier cities, such as: Sanya, Xiamen, Chengdu. At the same time, this paper adopts the method of in-depth interview. Through visiting colleagues of strategic development department of Taikang Life Insurance Co., Ltd., and other managers of pension institutions in China, we can deeply understand the development model and conception of the company, and understand the attributes and market operation rules of the endowment market. On the basis of interviews, this paper carries out market research and detailed analysis of market research data. Through the market investigation and data analysis to the target customers, this paper systematically analyzes the demand characteristics and consumption behavior influencing factors of the pension society product market, and designs and markets Taikang Life Insurance Co., Ltd. Operation of pension real estate provides practical operational model recommendations.
【学位授予单位】：厦门大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F299.23;F842.3

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