PA人寿保险公司销售模式研究

发布时间：2018-09-03 16:30

【摘要】：随着全国人均生活水平的提升，人们对安全、健康等提出了更高的要求，，人寿保险行业伴随着人们的所需而诞生。尽管人寿保险在人们的日常生活中逐渐占据了较大的位置，但是中国较为严重的城乡区别以及较为明显的地区性收入差异，导致了人寿保险在全国范围内的营销策略有着无法满足各个地区的不同需求。因此，以统一的营销策略应对不同地区、不同收入、不同人群的消费群体存在着严重的问题。对于PA人寿保险公司发展的总体趋势而言，营销策略过于统一，严重的刻板营销方式导致无法满足不同地区、不同收入、不同人群的不同需求。因此，如何针对不同地区、不同收入以及不同人群进行保险销售，是保证客户服务，以及增加公司收入的根本。所以说，为满足不同地区、不同收入、不同人群，PA人寿保险公司的营销策略的转变成为了PA保险公司迫在眉睫的需求。本文在对PA人寿保险公司经营现状，营销策略，营销策略存在的问题，地域性收入、教育、文化、需求差异对其寿险业带来的影响分析的基础上，针对寿险市场地域性收入、教育、需求的特点，针对性地提出了PA保险公司在一线城市、二线城市、三线城市的寿险营销策略，并对新的营销策略进行评估，以及在工作实践中对新的营销策略进行改进以及调整。一线城市、二线城市、三线城市具体营销策略如下：(1)针对一线城市，对于现今群众大多数受教育水平高、劳动收入高、经济兴盛、寿险满意度高而低层次的客户市场基本接近饱满的近况，提议PA寿险采用保险骨干团队营销的方式。可以借鉴中宏保险“视频会议”解决方案，及时地将PA和保险业的最新资讯传达到整个公司，推动管理层间的深入沟通和交流，壮大和培训寿险营销团队，在专业精英人才、人性化服务、产品特色等方面不断改进，形成公司的核心竞争力。(2)针对二线城市，居民受教育程度中等，收入中等，经济水平中等的特点，建议PA寿险选择混合式保险营销策略(银行保险交叉销售营销策略)。开发适合银行销售的寿险产品应以投资性、储蓄性、保障性为系统，实行产品营销、客户营销、合作营销、联动营销、分层营销等多种营销策略。加快银行寿险业务的信息化建设进程，加强PA寿险与银行间的股权合作，建立PA寿险与银行高层定期交流机制，推动二线城市银行寿险业务的发展。(3)针对三线城市，居民受教育程度低，收入低，经济落后，寿险市场需求提升空间大的特点，建议PA寿险选择大规模集团化人力投入营销策略，充分利用集团强大的保险代理人优势，通过电话营销和传单等方面投入大规模人力、物力，加强寿险知识的宣传，提高三线城市居民的寿险意识，努力开发物美价廉的寿险产品，提高三线城市的寿险市场需求。
[Abstract]:With the improvement of per capita living standard, people put forward higher requirements for safety and health. Life insurance industry is born with people's needs. Although life insurance has gradually taken a larger place in people's daily lives, there are more serious differences between urban and rural areas and more obvious regional income differences in China. As a result, life insurance in the national marketing strategy has not been able to meet the needs of different regions. Therefore, a unified marketing strategy to deal with different regions, different income, different groups of consumer groups have serious problems. For the general trend of the development of PA life insurance company, the marketing strategy is too uniform, the severe stereotype marketing method can not meet the different needs of different regions, different income and different people. Therefore, how to target different regions, different incomes and different groups of insurance sales is the guarantee of customer service, and increase the company's income. Therefore, in order to meet the needs of different regions, different incomes and different groups of people, the transformation of marketing strategy of PA life insurance companies has become an urgent demand for PA insurance companies. Based on the analysis of the current situation of PA life insurance company, the problems existing in marketing strategy, the influence of regional income, education, culture and demand difference on the life insurance industry, this paper aims at the regional income of life insurance market. Based on the characteristics of education and demand, this paper puts forward the life insurance marketing strategies of PA insurance companies in first-tier, second-tier and third-tier cities, and evaluates the new marketing strategies. And in the work practice to the new marketing strategy to carry on the improvement and the adjustment. The specific marketing strategies of first-tier cities, second-tier cities, and third-tier cities are as follows: (1) for first-tier cities, the majority of the people today have a high level of education, a high labor income, and a prosperous economy. The high and low level customer market of life insurance is close to the full situation. It is suggested that PA life insurance adopt the marketing method of insurance backbone team. We can learn from the "videoconference" solution of Sinochem Insurance, timely convey the latest information of PA and insurance industry to the whole company, promote the deep communication and exchange between management, strengthen and train the life insurance marketing team, in the professional elite, Humanized service, product characteristics and other aspects have been continuously improved to form the core competitiveness of the company. (2) aiming at the characteristics of second-tier cities, the residents have medium education, medium income, moderate economic level, etc. It is suggested that PA choose mixed insurance marketing strategy (cross-selling marketing strategy of bank insurance). The development of life insurance products suitable for bank sales should be based on investment, savings and security, and carry out a variety of marketing strategies, such as product marketing, customer marketing, cooperative marketing, linkage marketing, stratified marketing, and so on. Accelerate the information construction process of bank life insurance business, strengthen the stock right cooperation between PA life insurance and bank, establish the regular communication mechanism between PA life insurance and bank, and promote the development of life insurance business of second-tier city bank. (3) aiming at the third tier city, Residents have the characteristics of low education, low income, backward economy, and large space for raising the market demand of life insurance. It is suggested that PA life insurance should choose large-scale group manpower investment marketing strategy, and make full use of the group's strong insurance agent advantage. Through telephone marketing and leaflets and other aspects of large-scale manpower and material resources to strengthen the promotion of life insurance knowledge, improve the life insurance awareness of third-tier city residents, strive to develop high-quality and inexpensive life insurance products, and improve the life insurance market demand in third-tier cities.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F842.3;F274

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