中国保险企业营销文化建设研究

发布时间：2018-06-06 20:33

本文选题：保险营销 + 营销文化　；参考：《辽宁大学》2013年硕士论文

【摘要】：在企业界流传着这样一句话：“二流企业靠产品，一流企业靠文化。”这句话并非空穴来风，而是众多企业家经过对世界知名企业成功经验的研究以及自身实践经验做出的总结。产品可以模仿，但是文化却无法照搬。目前各行业市场以垄断竞争型市场为主，市场主体众多，产品同质化现象凸显，因此，，文化竞争尤其是企业实现价值的营销环节中的营销文化正逐渐成为“兵家必争之地”。不论是那些有着上百年历史的大型跨国企业，还是海尔、平安这些改革开放以来迅速成长起来的国内企业，研究它们的成功经验都可以发现，虽然它们来自不同行业不同领域，但它们却拥有一个共同之处——优秀的企业营销文化。 1980年我国开始全面恢复保险业务。此后三十多年的时间里，保险业取得了长足发展，保险企业数量和保费收入快速增长，国内保险市场日趋成熟。在快速发展的同时也存在着一些阻碍保险业发展的问题，部分保险企业盲目追求经济利润、违规操作等现象时有发生，严重阻碍了保险业的长远发展。之所以存在诸如此类的问题，主要是因为部分保险企业对营销文化了解不足、重视不够，这些损害企业乃至整个保险行业形象的行为才会屡禁不止。激烈的市场竞争和存在一定缺陷的企业自身情况对于众多保险企业来说既是机遇也是挑战，对保险企业的经营能力尤其是营销管理能力提出了更高的要求。文化管理是当今管理研究的热门课题，保险企业也亟需建立完善企业营销文化，在激烈的市场竞争中占领先机，培育契合自身的优秀的营销文化，运用文化的力量促进企业盈利，纠正原有的错误的营销理念和模式，提升企业的社会形象乃至整个保险行业的形象。本文以我国保险企业为研究对象，从介绍保险营销的特点开始，依次介绍了营销文化的概念、结构和作用，保险营销文化的内涵。随后从精神文化、制度文化、行为文化、物质文化四个角度全面描述了我国保险企业营销文化的现状，分析其中存在的不足，从企业发展的外部环境和内部动力两个方面探讨保险企业建设营销文化的必要性。结合海尔、平安、花旗银行、丰田汽车四个企业的营销文化，提炼出可以供保险企业学习和借鉴的成功经验。最后，根据以上分析，从精神、制度、行为、物质四个层面提出一条系统的完整的构建我国保险企业营销文化的对策建议。
[Abstract]:In the business circle, there is a saying, "second rate enterprises rely on products, first-class enterprises rely on culture." this is not an empty word, but a summary of many entrepreneurs' research on the successful experience of the world famous enterprises and their own practical experience. The dominant market is monopolistic and competitive market, there are many market subjects, and the product homogeneity is prominent. Therefore, the marketing culture in the marketing link of cultural competition, especially the value of enterprises, is becoming the "place of war". No matter the large multinational enterprises with a history of hundreds of years, or Haier, the reform and opening of peace are fast. The rapid growth of domestic enterprises, studying their successful experiences, can be found, although they come from different sectors of the industry, but they have one thing in common - the excellent corporate marketing culture.
In 1980, China began to restore the insurance business in an all-round way. In the past thirty years, the insurance industry has made great progress. The number of insurance companies and the premium income increase rapidly. The domestic insurance market is becoming more mature. At the same time, there are some problems that impede the development of the insurance industry, and some insurance enterprises blindly pursue economic profits. The occurrence of illegal operation and other phenomena seriously hinders the long-term development of the insurance industry. The main reason is that there are some such problems, mainly because some insurance companies have insufficient understanding of marketing culture and lack of attention. These behaviors which damage the image of the insurance industry and even the whole insurance industry will be banned repeatedly. The situation of the defective enterprises is both an opportunity and a challenge for many insurance companies. The management ability of the insurance enterprises, especially the marketing management ability, is higher. The cultural management is a hot topic in the current management research. The insurance enterprises also need to establish and perfect the culture of the enterprise marketing and occupy the fierce market competition. The first opportunity is to cultivate the excellent marketing culture that fits itself, use the power of culture to promote the enterprise's profit, correct the original wrong marketing ideas and patterns, and improve the image of the social image of the enterprise and even the whole insurance industry.
This paper, taking the insurance enterprises in China as the research object, begins with the introduction of the characteristics of insurance marketing, introduces the concept, structure and function of marketing culture, and the connotation of insurance marketing culture in turn. Then, it describes the present situation of the marketing culture of China's insurance enterprises from four angles of spiritual culture, system culture, behavior culture and material culture, and analyzes the current situation of the marketing culture of China's insurance enterprises. In the two aspects of the external environment and internal power of the enterprise development, the necessity of the construction and marketing culture of the insurance enterprises is discussed. The marketing culture of the four enterprises of Haier, Ping An, Citibank and TOYOTA automobile is combined to extract the successful experience for the insurance enterprises to learn and learn from. Finally, according to the above analysis, the spirit and the system are made. It puts forward a systematic and complete proposal for constructing the marketing culture of China's insurance enterprises from four aspects: degree, behavior and matter.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F270;F842.3

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