本文選題：促銷計(jì)劃 + 市場(chǎng)營(yíng)銷　； 參考：《華南理工大學(xué)》2014年碩士論文

【摘要】：居民的可支配收入會(huì)極大地影響地區(qū)的零售業(yè)，尤其是金融零售業(yè)。而截至2012年12月底，佛山居民儲(chǔ)蓄存款余額5215.16億元，人均約為8.5萬(wàn)元，同比上年增長(zhǎng)10.8%，居民儲(chǔ)蓄存款余額居全國(guó)地級(jí)市之首。由此可見(jiàn)金融零售業(yè)在佛山地區(qū)的巨大市場(chǎng)空間。 保險(xiǎn)產(chǎn)品作為居民家庭理財(cái)?shù)闹匾ぞ撸诮鹑诹闶凼袌?chǎng)中占據(jù)重要地位�！吧喜∷罋垺弊鳛槿松厝坏牟糠�，其衍生的財(cái)務(wù)問(wèn)題也伴隨每個(gè)個(gè)體，影響每個(gè)家庭的生活品質(zhì)，而保險(xiǎn)產(chǎn)品可以很大程度上維護(hù)客戶家庭的財(cái)務(wù)穩(wěn)定性。隨著地區(qū)經(jīng)濟(jì)的發(fā)達(dá)，居民可支配收入的提高，保險(xiǎn)意義與功用在佛山居民中的不斷普及，保費(fèi)支出，尤其是以提供子女教育金，養(yǎng)老金為目的的儲(chǔ)蓄型理財(cái)保險(xiǎn)保費(fèi)支出，成為居民年支出的重要組成部分。 “福祿雙喜”（至尊版）產(chǎn)品組合是GB人壽重要的儲(chǔ)蓄型理財(cái)保險(xiǎn)產(chǎn)品，創(chuàng)新組合分紅產(chǎn)品與萬(wàn)能產(chǎn)品，，集滿期返還保費(fèi)、紅利分配權(quán)、生存金萬(wàn)能賬戶投資能力于一身，客戶可在保險(xiǎn)期間內(nèi)，在滿足一定條件的情況下，根據(jù)應(yīng)急、醫(yī)療、教育、養(yǎng)老等個(gè)人需求從個(gè)人帳戶支取，滿足人生不同階段的需求。 本文通過(guò)制定GB人壽個(gè)險(xiǎn)渠道的主打理財(cái)產(chǎn)品——“福祿雙喜”（至尊版）產(chǎn)品組合的促銷計(jì)劃書(shū)，為2014年佛山GB的個(gè)險(xiǎn)營(yíng)銷提供建議和指導(dǎo)，以達(dá)到鞏固佛山GB在佛山地區(qū)的市場(chǎng)地位，維護(hù)目前市場(chǎng)份額的目的。 本文首先對(duì)公司背景和產(chǎn)品情況進(jìn)行介紹，接著分別通過(guò)宏觀環(huán)境、競(jìng)爭(zhēng)環(huán)境、需求環(huán)境和SWOT對(duì)“福祿雙喜”的營(yíng)銷環(huán)境進(jìn)行分析，然后通過(guò)市場(chǎng)細(xì)分、目標(biāo)市場(chǎng)選擇，形成業(yè)務(wù)的定位。最后，基于分析的結(jié)果，具體從“福祿雙喜”的廣告、人員推銷、銷售促進(jìn)和公共關(guān)系四個(gè)方面制定2014年“福祿雙喜”的促銷計(jì)劃，并基于促銷計(jì)劃進(jìn)行了財(cái)務(wù)分析和風(fēng)險(xiǎn)分析。
[Abstract]:The disposable income of residents will greatly affect regional retailing, especially financial retailing. By the end of December 2012, the balance of Foshan residents' savings deposits was 521.516 billion yuan, or 85000 yuan per capita, an increase of 10.8 yuan compared with the previous year, and the balance of household savings deposits ranked first in the prefecture-level cities in the country. This shows the huge market space of financial retail industry in Foshan area. As an important tool of household financial management, insurance products play an important role in the financial retail market. "Life, old, sick and disabled" as an inevitable part of life, its derived financial problems also accompany with each individual, affecting the quality of life of each family, and insurance products can largely maintain the financial stability of the customer family. With the development of regional economy and the improvement of residents' disposable income, the significance and function of insurance are becoming more and more popular among the residents of Foshan. To become an important part of the annual expenditure of residents. The product combination of "Fu Lu Shuangxi" is an important savings type financial management insurance product of GB Life Insurance. The innovative combination of dividend products and universal products integrates the full term return premium, the right to distribute dividends, and the ability to invest in the all-purpose account of survival gold. During the insurance period, customers can meet certain conditions, according to the emergency, medical, education, pension and other personal needs from the individual account to meet the needs of different stages of life. This paper provides advice and guidance for Foshan GB risk marketing in 2014 by making the promotion plan for the main financial management product of GB Life Insurance Channel, "Fu Shuangxi" (to your version), in order to provide suggestions and guidance for the individual risk marketing of Foshan GB in 2014. In order to consolidate the market position of Foshan GB in Foshan, maintain the current market share. This paper first introduces the company background and product situation, and then analyzes the marketing environment of "Flux Shuangxi" by macro environment, competition environment, demand environment and SWOT, then through the market segmentation, the target market choice. To form a business position. Finally, based on the results of the analysis, the author formulates the promotion plan for the year 2014 from four aspects: advertising, sales promotion, sales promotion and public relations. Financial analysis and risk analysis are carried out based on the promotion plan.
【學(xué)位授予單位】：華南理工大學(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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