XX人寿保险股份有限公司H省分公司会议营销工作诊断及改进方案研究
发布时间：2019-06-20 23:36
【摘要】：自上世纪80年代以来，保险行业经历了从无到有、从弱到强的发展过程。根据保监会历年统计数据显示，“十一五”期间，我国保费收入年均增长24%，2010年保费收入达到1.45万亿元，是2005年的2.6倍。保险行业作为国家金融体系的三架马车之一，在国家经济发展中起着越来越重要的作用。 在“十二五”期间，随着经济形势的变化，行业竞争的加剧，行业政策的调整，作为行业中第三批成立的寿险公司，XX人寿保险股份有限公司始终保持着平稳增长，其中的H省分公司连续三年保持了远远高于行业速度的快速增长，成为公司内部学习的榜样。H省分公司快速发展的关键在于会议营销系统的建立和持续不断的技术升级。会议营销是营销的一种方式，是改革开放以来，，结合中国的市场状况发展起来的，借助各种各样的会议平台，运用营销学原理、方法开展营销活动，包含了直销、服务营销、体验营销、数据库营销等内容，被保健品、保险、医药等很多行业所采用，具有很好的销售效果，具有一定的研究价值。 本论文将会议营销理论与企业操作实际相结合，通过对H省分公司会议营销现状的研究，采用定性分析、访谈、观察、数据分析等方法，理论和实践结合，对会议营销进行系统的阐述，分析会议营销的优势，诊断存在的问题，发现影响会议营销效果的关键要素，并对今后的发展改进进行探讨，探索会议营销的发展规律和发展趋势，以提升H省分公司会议营销的竞争能力，为其他企业的会议营销推动提供依据。
[Abstract]:Since 1980 s, the insurance industry has experienced the process of development from scratch, from weak to strong. According to the statistical data of the CIRC over the years, during the Eleventh five-year Plan period, the premium income in China increased by 24% annually, and the premium income reached 1.45 trillion yuan in 2010, 2.6 times as much as in 2005. As one of the three carriages of the national financial system, the insurance industry plays a more and more important role in the national economic development. During the 12th five-year Plan period, with the change of economic situation, the intensification of industry competition and the adjustment of industry policy, XX Life Insurance Co., Ltd., as the third batch of life insurance companies established in the industry, has always maintained steady growth, among which the H Provincial Branch has maintained a rapid growth much higher than that of the industry for three consecutive years. Become an example of internal learning. The key to the rapid development of H Provincial Branch lies in the establishment of conference marketing system and continuous technical upgrading. Conference marketing is a way of marketing, which has been developed in combination with the market conditions of China since the reform and opening up. With the help of various conference platforms, using marketing principles and methods to carry out marketing activities, including direct marketing, service marketing, experiential marketing, database marketing and so on, it has been adopted by many industries, such as health products, insurance, medicine and so on. It has a good sales effect and has certain research value. This paper combines the theory of conference marketing with the practice of enterprise operation, through the study of the present situation of conference marketing in H Provincial Branch, adopts the methods of qualitative analysis, interview, observation, data analysis, the combination of theory and practice, systematically expounds the conference marketing, analyzes the advantages of conference marketing, diagnoses the existing problems, finds out the key elements that affect the effect of conference marketing, and probes into the development and improvement in the future. To explore the development law and trend of conference marketing in order to improve the competitiveness of conference marketing in H Provincial Branch and provide the basis for other enterprises to promote conference marketing.
【学位授予单位】：河北工业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F842.3
本文编号：2503607
[Abstract]:Since 1980 s, the insurance industry has experienced the process of development from scratch, from weak to strong. According to the statistical data of the CIRC over the years, during the Eleventh five-year Plan period, the premium income in China increased by 24% annually, and the premium income reached 1.45 trillion yuan in 2010, 2.6 times as much as in 2005. As one of the three carriages of the national financial system, the insurance industry plays a more and more important role in the national economic development. During the 12th five-year Plan period, with the change of economic situation, the intensification of industry competition and the adjustment of industry policy, XX Life Insurance Co., Ltd., as the third batch of life insurance companies established in the industry, has always maintained steady growth, among which the H Provincial Branch has maintained a rapid growth much higher than that of the industry for three consecutive years. Become an example of internal learning. The key to the rapid development of H Provincial Branch lies in the establishment of conference marketing system and continuous technical upgrading. Conference marketing is a way of marketing, which has been developed in combination with the market conditions of China since the reform and opening up. With the help of various conference platforms, using marketing principles and methods to carry out marketing activities, including direct marketing, service marketing, experiential marketing, database marketing and so on, it has been adopted by many industries, such as health products, insurance, medicine and so on. It has a good sales effect and has certain research value. This paper combines the theory of conference marketing with the practice of enterprise operation, through the study of the present situation of conference marketing in H Provincial Branch, adopts the methods of qualitative analysis, interview, observation, data analysis, the combination of theory and practice, systematically expounds the conference marketing, analyzes the advantages of conference marketing, diagnoses the existing problems, finds out the key elements that affect the effect of conference marketing, and probes into the development and improvement in the future. To explore the development law and trend of conference marketing in order to improve the competitiveness of conference marketing in H Provincial Branch and provide the basis for other enterprises to promote conference marketing.
【学位授予单位】：河北工业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F842.3
【参考文献】
相关期刊论文 前2条
1 庞大庆，刘军跃;服务营销中的7P_s策略[J];重庆工业管理学院学报;1995年02期
2 金一铭;会议营销的三大议题[J];企业改革与管理;2005年03期
本文编号：2503607
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