RSSD公司寿险营销策略研究

发布时间：2018-06-17 09:19

本文选题：寿险 + 营销环境　；参考：《山东理工大学》2017年硕士论文

【摘要】：寿险具有聚集分散社会资源力量,实现聚小力办大事,将个人或家庭、企业风险降至最低的作用。寿险作为重要的金融工具,对于我国金融相关领域的丰富和发展扮演着不可替代的角色。人们普遍对寿险行业的认识比较片面,甚至出现误解,人们更多的把资金投入到银行等具有保障性的领域,而对寿险行业的不确定性则采取冷淡、消极的态度,缺乏热情与关注度。近几年,随着我国经济的中高速增长,人们的可支配收入越来越多,人们的投资保健理念逐渐加强,寿险渐渐进入人们的视野,人们对其也有了更为全面、全新的理解与认识,同时我国寿险营销在发展模式、产品类型、经营策略及管理方法等相关方面都出现了一系列问题,为此,对我国寿险营销策略的研究具有重要的价值。本文以RSSD公司为研究对象,通过分析RSSD公司的寿险营销策略现状,发现RSSD公司存在缺乏营销观念创新、缺乏与互联网深度融合、客户挖掘与保留能力欠缺、客户满意度有待提高和营销人员的综合素质行为不规范等问题。接着本文从外部环境、内部环境和SWOT三个方面分析了RSSD公司的营销环境,在RSSD公司的寿险营销问题和营销环境分析的基础上,借助市场营销的理论,对RSSD公司的寿险营销目标、寿险市场细分、市场选择和市场定位进行了介绍。最后,基于以上分析内容,本文运用4P营销组合理论,从产品策略、价格策略、渠道策略和促销策略四个方面,详细的制定了RSSD公司的寿险营销策略,期望通过以上分析,来破除RSSD公司目前寿险营销过程中存在的问题,增强市场竞争力,稳固RSSD公司的市场地位,扩大竞争优势。
[Abstract]:Life insurance has the function of concentrating and dispersing social resources, achieving small power to do great things and minimizing the risks of individuals, families and enterprises. As an important financial instrument, life insurance plays an irreplaceable role in the enrichment and development of financial related fields in China. People generally have a one-sided understanding of the life insurance industry, and even misunderstand it. People invest more money in safeguarded areas such as banks, while they take a cold and negative attitude towards the uncertainty of the life insurance industry. Lack of enthusiasm and attention. In recent years, with the rapid economic growth in our country, people's disposable income has become more and more, people's investment and health care concept has been gradually strengthened, life insurance has gradually entered people's vision, people also have a more comprehensive, new understanding and understanding of it. At the same time, a series of problems have appeared in the development mode, product type, management strategy and management method of life insurance marketing in our country. Therefore, the study of life insurance marketing strategy in our country has important value. This article takes RSSD company as the research object, through the analysis RSSD company's life insurance marketing strategy present situation, discovers the RSSD company existence lacks the marketing idea innovation, lacks the deep fusion with the Internet, the customer excavates and retains the ability to lack, the article takes the RSSD company as the research object. Customer satisfaction needs to be improved and the comprehensive quality behavior of marketing personnel is not standardized. Then this paper analyzes RSSD company's marketing environment from three aspects of external environment, internal environment and SWOT. Based on the analysis of RSSD company's life insurance marketing problems and marketing environment, with the help of marketing theory, this paper analyzes the RSSD company's life insurance marketing objectives. Life insurance market segmentation, market selection and market positioning were introduced. Finally, based on the above analysis, this paper uses 4P marketing combination theory, from four aspects of product strategy, price strategy, channel strategy and promotion strategy, makes the RSSD company's life insurance marketing strategy in detail, expecting to pass the above analysis. In order to overcome the problems existing in the life insurance marketing process of RSSD Company, strengthen the market competitiveness, stabilize the market position of RSSD Company, and expand the competitive advantage.
【学位授予单位】：山东理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F842.3

【参考文献】