中国人寿辽宁省分公司市场营销策略研究

发布时间：2018-06-21 00:11

本文选题：市场营销 + 中国人寿　；参考：《大连海事大学》2013年硕士论文

【摘要】：近年来,尤其是我国加入WTO以后,市场竞争的主体开始不断的增多,行业竞争变得十分激烈。每个企业都在不断寻求为客户更好更快地提供产品和服务,并能够持续获得最大利润的有效途径,市场营销策略在企业的发展过程中起着不可泯灭的作用。学习、研究市场营销策略,是知识经济时代的要求,也是迎接挑战、适应环境变化的要求。金融保险行业亦是如此,国内保险业的寿险市场正面临深度的格局调整,各种外资保险寿险公司的不断涌入和市场竞争的日益有序和正规,促使国内各家保险公司正在不断的进行改革创新,从深化经营体系改革到业务集中优化处理,从运营模式到销售方式,无不以适应国际国内的经济发展形势为根本出发点和落脚点。营销策略的研究是汇集多学科的交叉科学,涉及到营销学、经济学、管理学、等多个学科。作者在借鉴中外营销学者的研究方法和研究成果的基础上,从市场营销概念入手,选取中国人寿保险股份有限公司辽宁省分公司市场营销为研究对象。本着实事求是的原则,结合中国人寿保险股份有限公司辽宁省分公司的营销现状和公司发展状况,分析其市场营销模式存在的不足及其原因,研究制定了产品策略、价格策略、渠道策略、促销策略四者结合的整体营销策略。本课题将通过对中国人寿保险股份有限公司辽宁省分公司的市场营销现状,进行专题研究,分析该公司所处的市场营销环境及业务发展瓶颈,并为其提出较为科学合理的品牌、服务、目标市场等营销组合策略,进一步以市场为导向,以保户为中心,在适应各种复杂环境变化的同时,满足更多客户群体的实际需求,从而不断提高中国人寿辽宁省分公司的经济效益。
[Abstract]:In recent years, especially after China's entry into WTO, the main body of market competition has been increasing, and the industry competition has become very fierce. Each enterprise is constantly seeking to provide products and services for customers better and faster, and can continuously obtain the most effective way of profit. Marketing strategy plays an indelible role in the process of enterprise development. Studying and researching marketing strategy is the requirement of knowledge economy era, and also the requirement of meeting challenge and adapting to the change of environment. The same is true of the financial and insurance industry. The life insurance market of the domestic insurance industry is facing a deep adjustment. The continuous influx of various foreign-funded life insurance companies and the increasingly orderly and regular competition in the market. To urge domestic insurance companies to continuously carry out reform and innovation, from deepening the reform of the business system to optimizing the business management, from the operation mode to the sales mode, To adapt to the international and domestic economic development situation as the fundamental starting point and foothold. The research of marketing strategy is a cross-disciplinary science involving marketing, economics, management, and so on. Based on the research methods and achievements of Chinese and foreign marketing scholars, the author chooses the marketing of Liaoning branch of China Life Insurance Co., Ltd. as the object of study, starting with the concept of marketing. In line with the principle of seeking truth from facts, combined with the current marketing situation and the development of Liaoning Branch of China Life Insurance Co., Ltd., this paper analyzes the shortcomings of its marketing model and its reasons, studies and formulates the product strategy and price strategy. Channel strategy, promotion strategy, the four combined overall marketing strategy. This subject will analyze the marketing environment and the bottleneck of business development of China Life Insurance Co., Ltd., through the special research on the current marketing situation of Liaoning Branch, and propose a more scientific and reasonable brand for the company. Service, target market and other marketing mix strategies, further market-oriented, taking the insured as the center, meet the actual needs of more and more customer groups while adapting to various complex environment changes, In order to continuously improve the economic benefits of China Life Liaoning Branch.
【学位授予单位】：大连海事大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F842.3

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