北大方正人寿保险公司营销策略研究

发布时间：2018-06-25 07:29

本文选题：营销策略 + 保险公司　；参考：《电子科技大学》2013年硕士论文

【摘要】：2013年，不论是国际还是中国国内的经济形势都发生了巨大的变化，给我国保险业带来了巨大的机遇和挑战。回首过去的三年，中国保险市场一方面由于结构的调整还有新会计准则的运用，寿险行业的增幅变慢，但是仍然在一个比较高的水平。同时国家各项政策对保险市场的开放和鼓励，使得我国的保险市场的整体利润状况得到进一步优化。北大方正人寿保险公司作为合资公司中的代表，如何把握机遇迎接挑战成为了公司目前不可回避的话题。本文首先对开放背景下我国保险业的现状做了分析，同时对于目前国内保险公司常用的营销策略做了研究。其次对北大方正人寿保险公司的历史与现状以及目前所处的环境做了分析。通过对人文环境、自然环境、经济环境、政治法律环境的分析得出目前中国的保险公司在其发展中只要找准方向就有巨大的市场潜力。北大方正人寿的优势和劣势非常明显，优势是有着专业的培训系统和良性发展的历史，为公司稳健发展达下了扎实的基础。而劣势则是品牌宣传少，，分支机构少，资本、内部协调、控股权及利益上的限制，导致市场占有率低。最后对北大方正人寿保险公司的目前的营销策略提出了建议，细分市场实施差异化的营销策略，这其中包含了目标市场的选择和产品的差异化；人才的选拔和留存以及用新兴的营销渠道来拓宽市场。最后提出人寿保险公司要长期享有良好的声誉，充分赢得长期客户也必须从公司的品牌形象建设和提升客户的让渡价值的策略上去实现经营目标。本文所研究和分析的观念及要点会对北大方正人寿公司的发展起到一定的作用，对于建立有效的营销策略，和树立健康的营销观念有很大帮助，也希望北大方正人寿保险公司能在将来大展宏图，阔步前进。
[Abstract]:In 2013, great changes have taken place in both international and domestic economic situation, which brings great opportunities and challenges to China's insurance industry. Looking back on the past three years, China's insurance market on the one hand due to structural adjustment and the use of new accounting standards, the growth rate of the life insurance industry has slowed down, but still at a relatively high level. At the same time, the opening and encouragement of national policies to the insurance market further optimize the overall profit situation of China's insurance market. As the representative of the joint venture company, how to seize the opportunity to meet the challenge has become an unavoidable topic. This paper firstly analyzes the current situation of China's insurance industry under the background of opening up, and studies the marketing strategies commonly used by domestic insurance companies at the same time. Secondly, the history and current situation of founder Life Insurance Company of Peking University are analyzed. Through the analysis of humanistic environment, natural environment, economic environment and political and legal environment, it is concluded that Chinese insurance companies have great market potential as long as they find the right direction in their development. The advantages and disadvantages of founder Life Insurance of Peking University are very obvious, the advantage is that it has a professional training system and a history of benign development, which has laid a solid foundation for the steady development of the company. The disadvantages are less brand publicity, less branches, capital, internal coordination, controlling rights and interests, resulting in a low market share. Finally, the author puts forward some suggestions on the current marketing strategy of founder Life Insurance Company of Peking University, which includes the choice of target market and the differentiation of products. Talent selection and retention and use of new marketing channels to broaden the market. Finally, the author points out that if the life insurance company wants to enjoy a good reputation for a long time, it must realize its business objectives from the strategy of building the brand image of the company and enhancing the transferable value of the customer. The ideas and key points studied and analyzed in this paper will play a certain role in the development of Beijing University Fangzheng Life Insurance Company, and will be of great help to the establishment of effective marketing strategies and healthy marketing concepts. I also hope that Peking University founder Life Insurance Company in the future big plans, stride forward.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F842.3

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