本文選題：商業(yè)養(yǎng)老保險(xiǎn) + H人壽��； 參考：《中國海洋大學(xué)》2014年碩士論文

【摘要】：很長一段時(shí)間，中國養(yǎng)老保險(xiǎn)制度都是以政府強(qiáng)制性社會保險(xiǎn)和企業(yè)補(bǔ)充性養(yǎng)老保險(xiǎn)為主，中國公眾不僅不認(rèn)可商業(yè)養(yǎng)老保險(xiǎn)，對它還存在非常大的排斥性。長期以來，商業(yè)養(yǎng)老保險(xiǎn)在中國保險(xiǎn)市場只起到輔助補(bǔ)充作用并且發(fā)展非常緩慢。在西方養(yǎng)老保險(xiǎn)制度發(fā)展相對成熟的發(fā)達(dá)國家，企業(yè)補(bǔ)充性養(yǎng)老保險(xiǎn)和商業(yè)養(yǎng)老保險(xiǎn)的市場份額可以達(dá)到80%以上，政府強(qiáng)制性社會養(yǎng)老保險(xiǎn)所起的作用非常小，而且養(yǎng)老保險(xiǎn)市場基本達(dá)到了自由競爭的發(fā)展格局。因此，中國商業(yè)養(yǎng)老保險(xiǎn)市場與之相比還有很大的差距。 《2012年中國金融市場發(fā)展報(bào)告》顯示：中國保險(xiǎn)市場的保險(xiǎn)密度是1143.8元人民幣，這一數(shù)據(jù)遠(yuǎn)低于西方發(fā)達(dá)國家在2007年時(shí)的2000～3000美元；當(dāng)年保險(xiǎn)深度是2.98%，但是同期西方發(fā)達(dá)國家早已達(dá)到12%以上。因此，與養(yǎng)老體系相對完善的西方發(fā)達(dá)國家相比，中國保險(xiǎn)市場亟需快速發(fā)展。 從中國人口普查結(jié)果顯示，在過去三十多年時(shí)間里，中國人口總量基本得到了有效控制，并且在穩(wěn)速增長。但是從整體人口增長率來看，中國人口自然增長率逐年下降，給中國社會的人口結(jié)構(gòu)和養(yǎng)老問題埋下了重大隱患。與此同時(shí)，中國421家庭結(jié)構(gòu)逐漸深化并升級，給中國家庭式養(yǎng)老提出了更高要求，并帶來了巨大的經(jīng)濟(jì)負(fù)擔(dān)。 隨著社會物質(zhì)文化水平的不斷提高，中國人口自然增長出現(xiàn)下降趨勢，人口老齡化現(xiàn)象不斷加重，與此同時(shí)，國家強(qiáng)制性社會保險(xiǎn)的社會普及范圍逐漸擴(kuò)大，越來越多的中國人已經(jīng)意識到投保的重要性，但同時(shí)也意識到社會保險(xiǎn)的局限性和商業(yè)養(yǎng)老保險(xiǎn)的靈活性。因此，商業(yè)養(yǎng)老保險(xiǎn)勢必會在中國保險(xiǎn)市場發(fā)揮重要作用，同時(shí)它在中國保險(xiǎn)市場也蘊(yùn)涵著巨大的發(fā)展能量。 在這樣的市場背景和社會環(huán)境下，本文針對H人壽這家商業(yè)壽險(xiǎn)公司，從中國商業(yè)養(yǎng)老保險(xiǎn)的宏觀市場環(huán)境和微觀環(huán)境分析H人壽所處的營銷環(huán)境，然后對H人壽進(jìn)行SWOT分析，并得出H人壽在營銷中存在的一些問題，從解決問題的角度提出H人壽在商業(yè)養(yǎng)老保險(xiǎn)的營銷過程中可采取的幾個(gè)營銷策略，本文主要涉及到了關(guān)系營銷、體驗(yàn)營銷、網(wǎng)絡(luò)營銷和整合營銷等幾個(gè)策略。除此之外，本文針對這些營銷策略提出了適合商業(yè)養(yǎng)老保險(xiǎn)市場的特殊定義，雖然這些策略在其他行業(yè)和壽險(xiǎn)公司或許曾經(jīng)有所涉及，但在本文，這些營銷策略主要是針對H人壽所提出的適合H人壽營銷發(fā)展的實(shí)施性手段和具體措施，因此，這不僅對H人壽，對其他壽險(xiǎn)公司來說也具有非常重要的借鑒意義。
[Abstract]:For a long time, the Chinese old-age insurance system is mainly based on the government compulsory social insurance and the supplementary pension insurance. The Chinese public not only does not approve of the commercial pension insurance, but also has a very big rejection. For a long time, the commercial pension insurance has only played a supplementary role in the Chinese insurance market and has developed very slowly. Slow. In developed countries with relatively mature old-age insurance system in the west, the market share of supplementary pension insurance and commercial pension insurance can reach more than 80%. The role of government compulsory social endowment insurance is very small, and the pension insurance market has basically reached the development pattern of free competition. There is a big gap in the old insurance market.
China's financial market development report in <2012 shows that the insurance density of the Chinese insurance market is 1143.8 yuan, which is far below the $2000~3000 in the western developed countries in 2007. The insurance depth is 2.98%, but the developed countries in the West have already reached more than 12% in the same period. Therefore, it is relatively perfect with the old-age system. Compared with developed countries, China's insurance market is in urgent need of rapid development.
The results of the Chinese census show that in the past thirty years, the total population of China has been effectively controlled and steadily increasing. However, from the overall population growth rate, the natural growth rate of China's population has fallen year by year, which has laid a major hidden danger to the population structure and pension problems in China. At the same time, China 421 Family structure has gradually deepened and upgraded, which has raised higher requirements for Chinese family care and brought huge financial burden.
With the continuous improvement of the material and cultural level of the society, the natural growth of China's population has been declining, and the aging of the population is increasing. At the same time, the social coverage of compulsory social insurance has gradually expanded. More and more Chinese have realized the importance of insurance, but also realize the limitations of social insurance. As a result, commercial pension insurance is bound to play an important role in the Chinese insurance market, and it also contains great energy for development in the Chinese insurance market.
In this market background and social environment, this paper analyzes the marketing environment of H life from the macro market environment and microenvironment of China's commercial pension insurance, and then analyzes H life's marketing environment from the macro market environment and microenvironment of China's commercial pension insurance, and then makes a SWOT analysis of H life, and draws some problems in the marketing of H life, and puts forward H from the angle of solving the problem. There are several marketing strategies that life can take in the marketing process of commercial pension insurance. This article mainly involves several strategies, such as relationship marketing, experiential marketing, network marketing and integrated marketing. In addition, this paper puts forward a special definition for the commercial pension insurance market for these marketing strategies, although these strategies are in other lines. Industry and life insurance companies may have been involved, but in this article, these marketing strategies are mainly aimed at the implementation means and specific measures proposed by H life for the development of H life marketing. Therefore, this is not only a very important reference for H life, but also for other life insurance companies.
【學(xué)位授予單位】：中國海洋大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F274;F842.67

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本文編號：2019012