本文選題：保險(xiǎn)營銷 + 營銷文化��； 參考：《遼寧大學(xué)》2013年碩士論文

【摘要】：在企業(yè)界流傳著這樣一句話：“二流企業(yè)靠產(chǎn)品，一流企業(yè)靠文化�！边@句話并非空穴來風(fēng)，而是眾多企業(yè)家經(jīng)過對(duì)世界知名企業(yè)成功經(jīng)驗(yàn)的研究以及自身實(shí)踐經(jīng)驗(yàn)做出的總結(jié)。產(chǎn)品可以模仿，但是文化卻無法照搬。目前各行業(yè)市場以壟斷競爭型市場為主，市場主體眾多，產(chǎn)品同質(zhì)化現(xiàn)象凸顯，因此，，文化競爭尤其是企業(yè)實(shí)現(xiàn)價(jià)值的營銷環(huán)節(jié)中的營銷文化正逐漸成為“兵家必爭之地”。不論是那些有著上百年歷史的大型跨國企業(yè)，還是海爾、平安這些改革開放以來迅速成長起來的國內(nèi)企業(yè)，研究它們的成功經(jīng)驗(yàn)都可以發(fā)現(xiàn)，雖然它們來自不同行業(yè)不同領(lǐng)域，但它們卻擁有一個(gè)共同之處——優(yōu)秀的企業(yè)營銷文化。 1980年我國開始全面恢復(fù)保險(xiǎn)業(yè)務(wù)。此后三十多年的時(shí)間里，保險(xiǎn)業(yè)取得了長足發(fā)展，保險(xiǎn)企業(yè)數(shù)量和保費(fèi)收入快速增長，國內(nèi)保險(xiǎn)市場日趨成熟。在快速發(fā)展的同時(shí)也存在著一些阻礙保險(xiǎn)業(yè)發(fā)展的問題，部分保險(xiǎn)企業(yè)盲目追求經(jīng)濟(jì)利潤、違規(guī)操作等現(xiàn)象時(shí)有發(fā)生，嚴(yán)重阻礙了保險(xiǎn)業(yè)的長遠(yuǎn)發(fā)展。之所以存在諸如此類的問題，主要是因?yàn)椴糠直ｋU(xiǎn)企業(yè)對(duì)營銷文化了解不足、重視不夠，這些損害企業(yè)乃至整個(gè)保險(xiǎn)行業(yè)形象的行為才會(huì)屢禁不止。激烈的市場競爭和存在一定缺陷的企業(yè)自身情況對(duì)于眾多保險(xiǎn)企業(yè)來說既是機(jī)遇也是挑戰(zhàn)，對(duì)保險(xiǎn)企業(yè)的經(jīng)營能力尤其是營銷管理能力提出了更高的要求。文化管理是當(dāng)今管理研究的熱門課題，保險(xiǎn)企業(yè)也亟需建立完善企業(yè)營銷文化，在激烈的市場競爭中占領(lǐng)先機(jī)，培育契合自身的優(yōu)秀的營銷文化，運(yùn)用文化的力量促進(jìn)企業(yè)盈利，糾正原有的錯(cuò)誤的營銷理念和模式，提升企業(yè)的社會(huì)形象乃至整個(gè)保險(xiǎn)行業(yè)的形象。 本文以我國保險(xiǎn)企業(yè)為研究對(duì)象，從介紹保險(xiǎn)營銷的特點(diǎn)開始，依次介紹了營銷文化的概念、結(jié)構(gòu)和作用，保險(xiǎn)營銷文化的內(nèi)涵。隨后從精神文化、制度文化、行為文化、物質(zhì)文化四個(gè)角度全面描述了我國保險(xiǎn)企業(yè)營銷文化的現(xiàn)狀，分析其中存在的不足，從企業(yè)發(fā)展的外部環(huán)境和內(nèi)部動(dòng)力兩個(gè)方面探討保險(xiǎn)企業(yè)建設(shè)營銷文化的必要性。結(jié)合海爾、平安、花旗銀行、豐田汽車四個(gè)企業(yè)的營銷文化，提煉出可以供保險(xiǎn)企業(yè)學(xué)習(xí)和借鑒的成功經(jīng)驗(yàn)。最后，根據(jù)以上分析，從精神、制度、行為、物質(zhì)四個(gè)層面提出一條系統(tǒng)的完整的構(gòu)建我國保險(xiǎn)企業(yè)營銷文化的對(duì)策建議。
[Abstract]:In the business circle, there is a saying, "second rate enterprises rely on products, first-class enterprises rely on culture." this is not an empty word, but a summary of many entrepreneurs' research on the successful experience of the world famous enterprises and their own practical experience. The dominant market is monopolistic and competitive market, there are many market subjects, and the product homogeneity is prominent. Therefore, the marketing culture in the marketing link of cultural competition, especially the value of enterprises, is becoming the "place of war". No matter the large multinational enterprises with a history of hundreds of years, or Haier, the reform and opening of peace are fast. The rapid growth of domestic enterprises, studying their successful experiences, can be found, although they come from different sectors of the industry, but they have one thing in common - the excellent corporate marketing culture.
In 1980, China began to restore the insurance business in an all-round way. In the past thirty years, the insurance industry has made great progress. The number of insurance companies and the premium income increase rapidly. The domestic insurance market is becoming more mature. At the same time, there are some problems that impede the development of the insurance industry, and some insurance enterprises blindly pursue economic profits. The occurrence of illegal operation and other phenomena seriously hinders the long-term development of the insurance industry. The main reason is that there are some such problems, mainly because some insurance companies have insufficient understanding of marketing culture and lack of attention. These behaviors which damage the image of the insurance industry and even the whole insurance industry will be banned repeatedly. The situation of the defective enterprises is both an opportunity and a challenge for many insurance companies. The management ability of the insurance enterprises, especially the marketing management ability, is higher. The cultural management is a hot topic in the current management research. The insurance enterprises also need to establish and perfect the culture of the enterprise marketing and occupy the fierce market competition. The first opportunity is to cultivate the excellent marketing culture that fits itself, use the power of culture to promote the enterprise's profit, correct the original wrong marketing ideas and patterns, and improve the image of the social image of the enterprise and even the whole insurance industry.
This paper, taking the insurance enterprises in China as the research object, begins with the introduction of the characteristics of insurance marketing, introduces the concept, structure and function of marketing culture, and the connotation of insurance marketing culture in turn. Then, it describes the present situation of the marketing culture of China's insurance enterprises from four angles of spiritual culture, system culture, behavior culture and material culture, and analyzes the current situation of the marketing culture of China's insurance enterprises. In the two aspects of the external environment and internal power of the enterprise development, the necessity of the construction and marketing culture of the insurance enterprises is discussed. The marketing culture of the four enterprises of Haier, Ping An, Citibank and TOYOTA automobile is combined to extract the successful experience for the insurance enterprises to learn and learn from. Finally, according to the above analysis, the spirit and the system are made. It puts forward a systematic and complete proposal for constructing the marketing culture of China's insurance enterprises from four aspects: degree, behavior and matter.
【學(xué)位授予單位】：遼寧大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F270;F842.3

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本文編號(hào)：1988015