H人寿商业养老保险营销策略研究

发布时间：2018-06-14 21:28

本文选题：商业养老保险 + H人寿　；参考：《中国海洋大学》2014年硕士论文

【摘要】：很长一段时间，中国养老保险制度都是以政府强制性社会保险和企业补充性养老保险为主，中国公众不仅不认可商业养老保险，对它还存在非常大的排斥性。长期以来，商业养老保险在中国保险市场只起到辅助补充作用并且发展非常缓慢。在西方养老保险制度发展相对成熟的发达国家，企业补充性养老保险和商业养老保险的市场份额可以达到80%以上，政府强制性社会养老保险所起的作用非常小，而且养老保险市场基本达到了自由竞争的发展格局。因此，中国商业养老保险市场与之相比还有很大的差距。《2012年中国金融市场发展报告》显示：中国保险市场的保险密度是1143.8元人民币，这一数据远低于西方发达国家在2007年时的2000～3000美元；当年保险深度是2.98%，但是同期西方发达国家早已达到12%以上。因此，与养老体系相对完善的西方发达国家相比，中国保险市场亟需快速发展。从中国人口普查结果显示，在过去三十多年时间里，中国人口总量基本得到了有效控制，并且在稳速增长。但是从整体人口增长率来看，中国人口自然增长率逐年下降，给中国社会的人口结构和养老问题埋下了重大隐患。与此同时，中国421家庭结构逐渐深化并升级，给中国家庭式养老提出了更高要求，并带来了巨大的经济负担。随着社会物质文化水平的不断提高，中国人口自然增长出现下降趋势，人口老龄化现象不断加重，与此同时，国家强制性社会保险的社会普及范围逐渐扩大，越来越多的中国人已经意识到投保的重要性，但同时也意识到社会保险的局限性和商业养老保险的灵活性。因此，商业养老保险势必会在中国保险市场发挥重要作用，同时它在中国保险市场也蕴涵着巨大的发展能量。在这样的市场背景和社会环境下，本文针对H人寿这家商业寿险公司，从中国商业养老保险的宏观市场环境和微观环境分析H人寿所处的营销环境，然后对H人寿进行SWOT分析，并得出H人寿在营销中存在的一些问题，从解决问题的角度提出H人寿在商业养老保险的营销过程中可采取的几个营销策略，本文主要涉及到了关系营销、体验营销、网络营销和整合营销等几个策略。除此之外，本文针对这些营销策略提出了适合商业养老保险市场的特殊定义，虽然这些策略在其他行业和寿险公司或许曾经有所涉及，但在本文，这些营销策略主要是针对H人寿所提出的适合H人寿营销发展的实施性手段和具体措施，因此，这不仅对H人寿，对其他寿险公司来说也具有非常重要的借鉴意义。
[Abstract]:For a long time, the Chinese old-age insurance system is mainly based on the government compulsory social insurance and the supplementary pension insurance. The Chinese public not only does not approve of the commercial pension insurance, but also has a very big rejection. For a long time, the commercial pension insurance has only played a supplementary role in the Chinese insurance market and has developed very slowly. Slow. In developed countries with relatively mature old-age insurance system in the west, the market share of supplementary pension insurance and commercial pension insurance can reach more than 80%. The role of government compulsory social endowment insurance is very small, and the pension insurance market has basically reached the development pattern of free competition. There is a big gap in the old insurance market.
China's financial market development report in <2012 shows that the insurance density of the Chinese insurance market is 1143.8 yuan, which is far below the $2000~3000 in the western developed countries in 2007. The insurance depth is 2.98%, but the developed countries in the West have already reached more than 12% in the same period. Therefore, it is relatively perfect with the old-age system. Compared with developed countries, China's insurance market is in urgent need of rapid development.
The results of the Chinese census show that in the past thirty years, the total population of China has been effectively controlled and steadily increasing. However, from the overall population growth rate, the natural growth rate of China's population has fallen year by year, which has laid a major hidden danger to the population structure and pension problems in China. At the same time, China 421 Family structure has gradually deepened and upgraded, which has raised higher requirements for Chinese family care and brought huge financial burden.
With the continuous improvement of the material and cultural level of the society, the natural growth of China's population has been declining, and the aging of the population is increasing. At the same time, the social coverage of compulsory social insurance has gradually expanded. More and more Chinese have realized the importance of insurance, but also realize the limitations of social insurance. As a result, commercial pension insurance is bound to play an important role in the Chinese insurance market, and it also contains great energy for development in the Chinese insurance market.
In this market background and social environment, this paper analyzes the marketing environment of H life from the macro market environment and microenvironment of China's commercial pension insurance, and then analyzes H life's marketing environment from the macro market environment and microenvironment of China's commercial pension insurance, and then makes a SWOT analysis of H life, and draws some problems in the marketing of H life, and puts forward H from the angle of solving the problem. There are several marketing strategies that life can take in the marketing process of commercial pension insurance. This article mainly involves several strategies, such as relationship marketing, experiential marketing, network marketing and integrated marketing. In addition, this paper puts forward a special definition for the commercial pension insurance market for these marketing strategies, although these strategies are in other lines. Industry and life insurance companies may have been involved, but in this article, these marketing strategies are mainly aimed at the implementation means and specific measures proposed by H life for the development of H life marketing. Therefore, this is not only a very important reference for H life, but also for other life insurance companies.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F842.67

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