本文選題：平安人壽公司保定支公司 + 人壽保險(xiǎn)　； 參考：《河北大學(xué)》2013年碩士論文

【摘要】：保險(xiǎn)市場(chǎng)是金融市場(chǎng)的重要組成部分，商業(yè)人壽保險(xiǎn)更是可以為國(guó)家大大減輕經(jīng)濟(jì)保障的成本，為減輕國(guó)家的經(jīng)濟(jì)負(fù)擔(dān)，提高中國(guó)人民保障成本，提高中國(guó)人民生活品質(zhì)貢獻(xiàn)了極大的力量。隨著市場(chǎng)經(jīng)濟(jì)的不斷進(jìn)步，人民生活水平的不斷提高，社會(huì)各界對(duì)商業(yè)人壽保險(xiǎn)的需求不斷加大，保險(xiǎn)也越來越成為中國(guó)消費(fèi)者不可缺少的經(jīng)濟(jì)支出之一。在經(jīng)歷了20年的停頓之后,中國(guó)保險(xiǎn)業(yè)于1980年開始恢復(fù)。1981年中國(guó)人民保險(xiǎn)公司成為了中國(guó)第一個(gè)專業(yè)保險(xiǎn)公司,并建立了從總公司到省、自治區(qū)、直轄市分公司和縣支公司的機(jī)構(gòu)�！侗ｋU(xiǎn)法》于1985年頒布與此同時(shí)年中國(guó)保險(xiǎn)監(jiān)管委員會(huì)也在三年后成立,為保險(xiǎn)市場(chǎng)的運(yùn)作提供了法律依據(jù)和運(yùn)行規(guī)則。中國(guó)市場(chǎng)保險(xiǎn)業(yè)市場(chǎng)化進(jìn)程開始于1992年,第一家外資保險(xiǎn)公司美國(guó)友邦保險(xiǎn)正式進(jìn)入。在此背景下以平安人壽保險(xiǎn)公司為代表的中國(guó)本土商業(yè)壽險(xiǎn)保險(xiǎn)公司如雨后春筍般成立起來，并且取得了巨大的成就和進(jìn)步。但是由于發(fā)展過于迅速，出現(xiàn)了許多不盡如人意的現(xiàn)象。這種情況嚴(yán)重影響了保險(xiǎn)業(yè)在消費(fèi)者心目中的形象和地位。再加之中國(guó)加入WTO后，大量外資保險(xiǎn)公司將加入中國(guó)市場(chǎng)，中國(guó)人壽保險(xiǎn)業(yè)將面臨著更嚴(yán)重的競(jìng)爭(zhēng)危機(jī)，保定作為中國(guó)的一個(gè)三線城市，如何在這種復(fù)雜的情況下，，平安人壽公司保定支公司將使用何種營(yíng)銷管理方法，可以既能滿足保定地區(qū)消費(fèi)者對(duì)商業(yè)人壽保險(xiǎn)的需求，又能最大化的占有保險(xiǎn)市場(chǎng)是我們面臨的重要工作。 本文首先從平安人壽公司保定支公司的營(yíng)銷管理現(xiàn)狀入手，綜合分析后得出中國(guó)平安人壽股份有限公司保定中心支公司在營(yíng)銷管理上存在的問題，然后提出了營(yíng)銷管理方法的改進(jìn)建議，最后本文闡述了要順利實(shí)現(xiàn)本文提出的營(yíng)銷管理方法所需要的保障措施。
[Abstract]:The insurance market is an important part of the financial market, and commercial life insurance can greatly reduce the cost of economic security for the country, reduce the economic burden on the country, and raise the security costs of the Chinese people. Improving the quality of life of the Chinese people has contributed a great deal. With the development of market economy and the improvement of people's living standard, the demand for commercial life insurance is increasing, and insurance has become one of the indispensable economic expenses of Chinese consumers. After 20 years of standstill, the Chinese insurance industry began to recover in 1980. In 1981, the people's Insurance Company of China became the first professional insurance company in China, and established the insurance company from the head office to the provinces and autonomous regions. The Insurance Law was promulgated in 1985 and the China Insurance Regulatory Commission was established three years later, which provides a legal basis and operating rules for the operation of the insurance market. The process of marketization of insurance industry in China began in 1992, the first foreign insurance company, American International Insurance Company (AIA), formally entered the market. Under this background, China's local commercial life insurance company, represented by Ping an Life Insurance Company, has been established, and has made great achievements and progress. However, due to the rapid development, there have been a lot of unsatisfactory phenomenon. This situation has seriously affected the image and status of the insurance industry in the eyes of consumers. In addition, after China's entry into the WTO, a large number of foreign insurance companies will join the Chinese market. The Chinese life insurance industry will face a more serious competition crisis. How to Baoding, as a third-tier city in China, how to enter the Chinese market in such a complicated situation? What kind of marketing management method will be used by Ping an Life Insurance Company Baoding Branch Company can not only meet the needs of consumers in Baoding area for commercial life insurance, but also maximize the possession of the insurance market is an important work we are faced with. This paper starts with the marketing management status of Baoding Branch Company of Ping an Life Insurance Company, and then analyzes the problems existing in the marketing management of Baoding Central Branch Company of China Ping an Life Insurance Co., Ltd. Then it puts forward some suggestions on how to improve the marketing management method. Finally, this paper expounds the safeguard measures needed for the successful realization of the marketing management method proposed in this paper.
【學(xué)位授予單位】：河北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F842.3

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本文編號(hào)：1974663