中国人寿天津分公司个人寿险营销改进研究

发布时间：2018-09-14 06:46

【摘要】：1949年与国同龄的中国人民保险公司在北京成立,也是新中国第一家国有独资保险公司,改革开放为新中国保险业迎来了快速发展的30年,个人寿险营销制度由友邦公司在1992年引入我国,将中国寿险业的发展带入了一个崭新的时代,改变了过去40年末变的保险市场格局。统计显示,2004年我国总保费收入为4318.1亿元比1992年时的367.9亿元,增加了11倍,2004年人身险保费收入3228.25亿元比1992年的141.9亿元,增加了22倍。而这两个数据在2012年为15488亿元和10157亿元。作为寿险主要销售渠道的个人寿险营销为各家保险企业创造了最主要的保费来源,而在行业内产品差异化程度不大的情况下,各家企业都面临激烈的市场竞争,而这种竞争的焦点则在如何进行市场营销上。2011年4月原保监会主席吴定富提出“寿险营销需要新模式”更是道出了创新销售方式的迫切需求。随着近年来市场竞争的不断激烈国内对于寿险营销的研究更加深入,而对于营销创新的呼声也是越来越高,服务营销、需求导向等。本文试图通过对于中国人寿天津分公司取得连续四年高业绩增长的案例,说明在当前市场环境下,一个适应市场竞争、取得良好经营业绩的寿险企业其营销至关重要,这种营销不是某一项策略的变化,不是目标市场和销售方法的简单转变而是一个系统。不仅对于中国人寿天津分公司本身,对于国内各从事个人寿险营销的企业都具有一定的参考价值。本文运用分析法,将中国入寿天津分公司当前面对的内外部环境详细分析,同时预估对于未来的发展机遇及挑战。详细解读经营策略、企业文化、人员制度、销售策略、荣誉体系、内外宣传等内容来说明适应现代市场发展的这种营销方式是综合了以上内容的系统。
[Abstract]:The people's Insurance Company of China, the same age as China, was founded in Beijing in 1949. It is also the first wholly state-owned insurance company in New China. The reform and opening up has ushered in a rapid development for the insurance industry of New China for 30 years. The personal life insurance marketing system was introduced into China by AIA in 1992, which brought the development of Chinese life insurance industry into a new era and changed the pattern of insurance market in the past 40 years. Statistics show that the total premium income of our country in 2004 is 431.81 billion yuan, which is 11 times higher than that of 36.79 billion yuan in 1992, and the life insurance premium income of 322.825 billion yuan in 2004 is 22 times higher than that of 14.19 billion yuan in 1992. These figures were 1.5488 trillion yuan and 1.0157 trillion yuan in 2012. As the main sales channel of life insurance, personal life insurance marketing has created the most important insurance premium source for the insurance companies. However, when the degree of product differentiation in the industry is not large, each enterprise is faced with fierce market competition. The focus of this competition is on how to carry out marketing. In April 2011, Wu Dingfu, the former Chairman of the Insurance Regulatory Commission, put forward "Life Insurance Marketing needs a New Model". With the fierce market competition in recent years, the domestic research on life insurance marketing is more and more in-depth, and the voice of marketing innovation is more and more high, service marketing, demand-oriented and so on. This paper attempts to prove that in the current market environment, a life insurance company which adapts to market competition and achieves good operating performance is of great importance in the case of four consecutive years of high performance growth of China Life Insurance Tianjin Branch. This marketing is not a change in a particular strategy, not a simple change in target markets and sales methods, but a system. Not only for China Life Tianjin Branch itself, but also for domestic enterprises engaged in personal life insurance marketing. This paper makes a detailed analysis of the internal and external environment faced by Tianjin Branch of China Life Insurance Company by means of analytical method, and forecasts the opportunities and challenges for future development. To explain in detail the management strategy, the enterprise culture, the personnel system, the sales strategy, the honor system, the inside and outside propaganda and so on, to explain this kind of marketing method which adapts to the modern market development is the system which synthesizes the above contents.
【学位授予单位】：天津财经大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F842.3

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