發(fā)布時(shí)間：2018-05-03 13:56

  本文選題：A壽險(xiǎn)公司 + 稅延保險(xiǎn)��； 參考：《華東理工大學(xué)》2014年碩士論文

【摘要】：隨著我國(guó)國(guó)民經(jīng)濟(jì)增長(zhǎng),人們對(duì)于品質(zhì)養(yǎng)老和尊嚴(yán)養(yǎng)老的需求明顯上升,未來商業(yè)養(yǎng)老保險(xiǎn)必然會(huì)在我國(guó)養(yǎng)老的市場(chǎng)上扮演重要角色,商業(yè)養(yǎng)老保險(xiǎn)蘊(yùn)含著巨大的發(fā)展?jié)摿�。個(gè)人稅收遞延型養(yǎng)老保險(xiǎn)(以下簡(jiǎn)稱“稅延保險(xiǎn)”)自上海市政府2007年立項(xiàng)以來,在稅延保險(xiǎn)開辦的重要意義、制度安排、產(chǎn)品設(shè)計(jì),監(jiān)管規(guī)定等方面的研究不少,而極少有對(duì)于營(yíng)銷策略方面的研究。對(duì)稅延保險(xiǎn)而言,因其產(chǎn)品具有政策性和高度同質(zhì)化,操作流程具有“個(gè)人保單,團(tuán)體操作”的特殊性。故如何設(shè)定產(chǎn)品價(jià)格,如何有效利用銷售渠道,如何有效進(jìn)行客戶資源開拓和產(chǎn)品宣傳,如何設(shè)計(jì)兼顧法人客戶和個(gè)人客戶的銷售流程,匹配合理的銷售模式和推廣模式等一系列營(yíng)銷策略,對(duì)于整個(gè)壽險(xiǎn)行業(yè)而言,尤其是在稅延政策出臺(tái)的前夕,是一個(gè)迫在眉睫的重大課題,也是本文研究的重點(diǎn)。 A壽險(xiǎn)公司成立于2011年,控股股東為中國(guó)AA銀行。在中國(guó)A A銀行未控股前,A壽險(xiǎn)公司為一家區(qū)域性、中外合資、小型壽險(xiǎn)公司,現(xiàn)正在向全國(guó)性,國(guó)有企業(yè),大中型壽險(xiǎn)公司轉(zhuǎn)變進(jìn)程中。本文以A壽險(xiǎn)公司作為具體研究對(duì)象,分析中國(guó)養(yǎng)老保障體系和人口老齡化的宏觀環(huán)境,從細(xì)分市場(chǎng)入手,結(jié)合A壽險(xiǎn)公司發(fā)展現(xiàn)狀和企業(yè)愿景,研究如何充分利用其控股股東的強(qiáng)大資源優(yōu)勢(shì),針對(duì)稅延保險(xiǎn)這個(gè)極具挑戰(zhàn)性的戰(zhàn)略項(xiàng)目,選擇合適的目標(biāo)市場(chǎng)和市場(chǎng)定位。通過產(chǎn)品、渠道、定價(jià)、促銷策略組合的進(jìn)行營(yíng)銷分析,以期運(yùn)用于A壽險(xiǎn)公司即將付諸實(shí)施的稅延保險(xiǎn)銷售實(shí)踐,使之在激烈的市場(chǎng)競(jìng)爭(zhēng)中脫穎而出。
[Abstract]:With the growth of our national economy, the demand for the quality and dignity of the aged is obviously rising. In the future, the commercial old-age insurance will play an important role in the market of our country's old-age care, and the commercial old-age insurance contains enormous development potential. Personal tax deferred old-age insurance (hereinafter referred to as "tax extension insurance") since the establishment of the Shanghai Municipal Government in 2007, the significance of tax extension insurance, system arrangements, product design, regulatory regulations and other aspects of research, And there is little research on marketing strategy. For tax extension insurance, because of its product policy and high homogeneity, the operation process has the particularity of "individual policy, group operation". Therefore, how to set product prices, how to use sales channels effectively, how to effectively develop customer resources and promote products, how to design sales processes that take account of both corporate and individual customers, To match a series of marketing strategies, such as reasonable sales model and promotion model, is an urgent and important task for the whole life insurance industry, especially on the eve of the tax extension policy, and is also the focus of this paper. A life insurance company was established in 2011, the controlling shareholder is China AA Bank. The A A Bank of China is a regional, Sino-foreign joint venture and a small life insurance company. It is now in the process of transforming to a national, state-owned enterprise and a large and medium-sized life insurance company. This article takes A life insurance company as the concrete research object, analyzes the Chinese pension security system and the macroscopical environment of the aging population, starts from the segmentation market, unifies A life insurance company's development present situation and the enterprise vision, This paper studies how to make full use of the powerful resource advantages of its controlling shareholders and choose the appropriate target market and market positioning for the tax extension insurance as a very challenging strategic project. Through the combination of product, channel, pricing and promotion strategy, we can apply it to the tax extension insurance sales practice that A life insurance company is about to put into practice, so as to make it stand out in the fierce market competition.
【學(xué)位授予單位】：華東理工大學(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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本文編號(hào)：1838749