平安养老险福建分公司团体保险营销策略研究

发布时间：2018-06-27 03:46

  本文选题：团体保险 + 目标市场选择　； 参考：《福州大学》2014年硕士论文

【摘要】：平安养老保险股份有限公司于2004年12月在上海成立,是国内第一家专业养老金公司。2006年8月,平安养老与平安人寿团销事业部系列重组成为新的平安养老,一次性获批35家分公司和127家中心支公司,平安养老保险股份有限公司福建分公司(以下简称“平安养老险福建分公司”)即为其中一家省级分公司。随着经营团体保险的主体日益增多,该市场竞争的激烈程度持续攀升,但经营团体保险又使得各保险公司面临高成本、低收益的局面,难以实现连续持久的丰厚利润。因此,在现阶段探索团体保险业务营销管理新模式是养老保险公司可持续发展的必经之路,这是关乎企业存亡和发展的重要课题。本文结合本人在平安养老险福建分公司的工作实践,选择团体保险营销策略进行研究,具有较大的实际应用价值。本文先简单介绍了国内外团体保险市场的研究现状,对团体保险市场发展面临的宏观环境和行业竞争环境进行系统的分析,进而结合平安养老险福建分公司团体保险业务发展的竞争优势及其面临的瓶颈问题,对平安养老险福建分公司团体保险业务进行了市场细分、目标市场的选择和定位,提出平安养老险福建分公司要想继续赢得市场引领者地位,需要通过采取以下一系列营销策略来实现：(1)通过险种组合策略,打破产品界限,进行创新组合,增加投资渠道,以满足客户的不同需求；(2)通过差异化定价策略,灵活制定价格,应对新价格机制的出台,同时做好成本管控,避免恶性竞争,留住老顾客,吸引新顾客,保证公司利润；(3)通过渠道多元化策略,使用一切可能的销售力量为分公司开展产品推销,在此过程中需要制定相应的激励方案以保证队伍的销售热情,对于公司自身的直销人员更是需要做好人力资源建设；(4)通过整合营销组合策略,积极做好各级利益相关者的公共关系,加强公关宣传,在社会大众中树立公司形象；并建立强大的网络系统和以客户为中心的人性化服务体系,实现服务创新。最后阐述了平安养老险福建分公司团体保险业务营销策略的实施。总之,面对未来,要想赢得并保持引领者地位,平安养老险福建分公司只有不断运用先进的市场营销模式并保持创新,不断整合各种资源,才能在瞬息万变的市场中保持不败并成为永远的主导力量。
[Abstract]:Ping an endowment insurance co., Ltd. Was established in shanghai in December 2004. It is the first professional pension company in china. In august 2006, ping an pension and ping an life insurance group marketing department was reorganized into a new one Once approved 35 branches and 127 central branch companies, Ping an Pension Insurance Co., Ltd. Fujian Branch (hereinafter referred to as "Ping an Pension Insurance Fujian Branch") is one of the provincial branch. With the increasing of the main body of group insurance, the fierce competition in this market continues to rise, but the group insurance makes the insurance companies face the situation of high cost and low income, and it is difficult to realize the continuous and lasting profits. Therefore, exploring the new marketing management model of group insurance business is the only way for the sustainable development of endowment insurance companies, which is an important issue related to the survival and development of enterprises. Combining with my working practice in Fujian Branch of Ping an Pension Insurance, this paper chooses the marketing strategy of group insurance to carry on the research, which has great practical application value. This paper briefly introduces the current research situation of the group insurance market at home and abroad, and analyzes the macro environment and the competition environment of the group insurance market. Then combining with the competitive advantage and the bottleneck of the group insurance business development of Ping an Pension Insurance Fujian Branch, the market segmentation, target market selection and positioning of the group insurance business of Ping an Pension Insurance Fujian Branch are carried out. In order to win the status of market leader, Fujian Branch of Ping an Pension Insurance needs to adopt a series of marketing strategies as follows: (1) through the combination of insurance, breaking product boundaries, innovating portfolio and increasing investment channels, In order to meet the different needs of customers, (2) through the differentiated pricing strategy, flexible pricing, to deal with the introduction of new price mechanism, while doing a good job of cost control, avoid vicious competition, retain old customers, attract new customers, ensure the company's profits; (3) through the channel diversification strategy, using all possible sales force to carry out the product marketing for the branch company. In the process, we need to formulate the corresponding incentive plan to ensure the sales enthusiasm of the team. For the company's own direct sales personnel need to do a good job in the construction of human resources; (4) through the integration of marketing mix strategy to actively do a good job of public relations at all levels of stakeholders to strengthen public relations to establish the image of the company in the general public; And establish a strong network system and customer-centered humanized service system to achieve service innovation. Finally, the implementation of group insurance marketing strategy of Ping an Pension Insurance Fujian Branch is expounded. In short, in the face of the future, in order to win and maintain the status of leader, Ping an Pension Insurance Fujian Branch must constantly use advanced marketing models and keep innovation, and constantly integrate all kinds of resources. In order to remain unbeaten in the rapidly changing market and become the dominant force forever.
【学位授予单位】：福州大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F842.3;F274
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本文编号：2072543