本文選題：人身保險(xiǎn)　切入點(diǎn)：農(nóng)村保險(xiǎn)　出處：《湖南大學(xué)》2014年碩士論文

【摘要】：近十幾年來,我國(guó)壽險(xiǎn)企業(yè)迅速發(fā)展,隨著中國(guó)壽險(xiǎn)業(yè)外部環(huán)境的改變和競(jìng)爭(zhēng)主體的不斷增加,壽險(xiǎn)業(yè)的競(jìng)爭(zhēng)日趨激烈,為了拓展業(yè)務(wù),提高市場(chǎng)占有率,各保險(xiǎn)公司紛紛進(jìn)入農(nóng)村市場(chǎng),開展農(nóng)村業(yè)務(wù)。做好農(nóng)村市場(chǎng)不僅可以大大增強(qiáng)保險(xiǎn)公司的競(jìng)爭(zhēng)實(shí)力,而且有助于提高農(nóng)村地區(qū)的保障水平,為農(nóng)村居民提供更多保障。因此,在經(jīng)濟(jì)水平和保險(xiǎn)意識(shí)都較低的農(nóng)村地區(qū),如何開拓市場(chǎng),提高市場(chǎng)份額,成為保險(xiǎn)公司十分關(guān)心的問題,而制定科學(xué)的營(yíng)銷策略和保障措施,并逐步構(gòu)建農(nóng)村營(yíng)銷網(wǎng)絡(luò),成為各保險(xiǎn)公司制勝的法寶。 本文運(yùn)用市場(chǎng)營(yíng)銷理論、市場(chǎng)組合理論等相關(guān)理論和方法,通過對(duì)人保壽險(xiǎn)湖南分公司的基本情況、農(nóng)村市場(chǎng)環(huán)境、生存及發(fā)展所面臨的機(jī)會(huì)和威脅、擁有的優(yōu)勢(shì)和不足進(jìn)行了系統(tǒng)科學(xué)的分析,運(yùn)用市場(chǎng)細(xì)分理論,對(duì)湖南人保壽險(xiǎn)下鄉(xiāng)的可行性進(jìn)行了分析,并基于經(jīng)典的4P理論方法提出了湖南人保壽險(xiǎn)“保險(xiǎn)下鄉(xiāng)”的營(yíng)銷策略以及實(shí)施保障,提出通過“自建”和“產(chǎn)壽共建”兩種渠道,逐步建立起農(nóng)村營(yíng)銷網(wǎng)絡(luò)。 本文通過對(duì)大量的文獻(xiàn)閱讀研究加之多年的從業(yè)經(jīng)驗(yàn),運(yùn)用SWOT分析法、STP市場(chǎng)細(xì)分法,分析了湖南人保壽險(xiǎn)農(nóng)村市場(chǎng)的現(xiàn)狀問題、原因及未來的發(fā)展前景,并提出和制定了合適農(nóng)村市場(chǎng)的營(yíng)銷策略。本文對(duì)人保壽險(xiǎn)湖南分公司在農(nóng)村地區(qū)的進(jìn)一步發(fā)展提供理論和實(shí)踐參考,具有較強(qiáng)的現(xiàn)實(shí)意義,同時(shí)對(duì)其他保險(xiǎn)公司也有一定的理論參考價(jià)值。
[Abstract]:In the past ten years, the life insurance enterprises of our country have developed rapidly. With the change of the external environment and the increase of the main body of competition, the competition of the life insurance industry is becoming increasingly fierce. In order to expand the business and increase the market share, Each insurance company enters the rural market one after another to carry out rural business. To do well in the rural market can not only greatly enhance the competitive strength of insurance companies, but also help to improve the security level in rural areas and provide more security for rural residents. In the rural areas where the economic level and insurance consciousness are low, how to open up the market and increase the market share becomes the problem that the insurance companies are very concerned about, and make scientific marketing strategy and safeguard measures, and build the rural marketing network step by step. Become insurance companies to win the magic weapon. This paper applies marketing theory, market combination theory and other relevant theories and methods to analyze the basic situation of Hunan branch of life insurance, the opportunities and threats to the rural market environment, survival and development. The advantages and disadvantages of Hunan life insurance are analyzed systematically and scientifically, and the feasibility of Hunan life insurance to go to the countryside is analyzed by using the theory of market segmentation. Based on the classical 4P theory and method, this paper puts forward the marketing strategy and implementation guarantee of Hunan Life Insurance "Insurance going to the Countryside", and puts forward that the rural marketing network should be established step by step through the two channels of "self-construction" and "co-construction of life and production". Based on a large number of literature reading studies and many years of experience, this paper analyzes the current situation, causes and future development prospects of Hunan life insurance rural market by using the SWOT analysis method. This paper provides theoretical and practical reference for the further development of Hunan branch of life insurance in rural areas, and has a strong practical significance. At the same time, other insurance companies also have a certain theoretical reference value.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274;F842.3

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