平安人寿保险公司保定支公司营销管理研究

发布时间：2018-06-03 23:17

本文选题：平安人寿公司保定支公司 + 人寿保险　；参考：《河北大学》2013年硕士论文

【摘要】：保险市场是金融市场的重要组成部分，商业人寿保险更是可以为国家大大减轻经济保障的成本，为减轻国家的经济负担，提高中国人民保障成本，提高中国人民生活品质贡献了极大的力量。随着市场经济的不断进步，人民生活水平的不断提高，社会各界对商业人寿保险的需求不断加大，保险也越来越成为中国消费者不可缺少的经济支出之一。在经历了20年的停顿之后,中国保险业于1980年开始恢复。1981年中国人民保险公司成为了中国第一个专业保险公司,并建立了从总公司到省、自治区、直辖市分公司和县支公司的机构。《保险法》于1985年颁布与此同时年中国保险监管委员会也在三年后成立,为保险市场的运作提供了法律依据和运行规则。中国市场保险业市场化进程开始于1992年,第一家外资保险公司美国友邦保险正式进入。在此背景下以平安人寿保险公司为代表的中国本土商业寿险保险公司如雨后春笋般成立起来，并且取得了巨大的成就和进步。但是由于发展过于迅速，出现了许多不尽如人意的现象。这种情况严重影响了保险业在消费者心目中的形象和地位。再加之中国加入WTO后，大量外资保险公司将加入中国市场，中国人寿保险业将面临着更严重的竞争危机，保定作为中国的一个三线城市，如何在这种复杂的情况下，，平安人寿公司保定支公司将使用何种营销管理方法，可以既能满足保定地区消费者对商业人寿保险的需求，又能最大化的占有保险市场是我们面临的重要工作。本文首先从平安人寿公司保定支公司的营销管理现状入手，综合分析后得出中国平安人寿股份有限公司保定中心支公司在营销管理上存在的问题，然后提出了营销管理方法的改进建议，最后本文阐述了要顺利实现本文提出的营销管理方法所需要的保障措施。
[Abstract]:The insurance market is an important part of the financial market, and commercial life insurance can greatly reduce the cost of economic security for the country, reduce the economic burden on the country, and raise the security costs of the Chinese people. Improving the quality of life of the Chinese people has contributed a great deal. With the development of market economy and the improvement of people's living standard, the demand for commercial life insurance is increasing, and insurance has become one of the indispensable economic expenses of Chinese consumers. After 20 years of standstill, the Chinese insurance industry began to recover in 1980. In 1981, the people's Insurance Company of China became the first professional insurance company in China, and established the insurance company from the head office to the provinces and autonomous regions. The Insurance Law was promulgated in 1985 and the China Insurance Regulatory Commission was established three years later, which provides a legal basis and operating rules for the operation of the insurance market. The process of marketization of insurance industry in China began in 1992, the first foreign insurance company, American International Insurance Company (AIA), formally entered the market. Under this background, China's local commercial life insurance company, represented by Ping an Life Insurance Company, has been established, and has made great achievements and progress. However, due to the rapid development, there have been a lot of unsatisfactory phenomenon. This situation has seriously affected the image and status of the insurance industry in the eyes of consumers. In addition, after China's entry into the WTO, a large number of foreign insurance companies will join the Chinese market. The Chinese life insurance industry will face a more serious competition crisis. How to Baoding, as a third-tier city in China, how to enter the Chinese market in such a complicated situation? What kind of marketing management method will be used by Ping an Life Insurance Company Baoding Branch Company can not only meet the needs of consumers in Baoding area for commercial life insurance, but also maximize the possession of the insurance market is an important work we are faced with. This paper starts with the marketing management status of Baoding Branch Company of Ping an Life Insurance Company, and then analyzes the problems existing in the marketing management of Baoding Central Branch Company of China Ping an Life Insurance Co., Ltd. Then it puts forward some suggestions on how to improve the marketing management method. Finally, this paper expounds the safeguard measures needed for the successful realization of the marketing management method proposed in this paper.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F842.3

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