本文選題：壽險(xiǎn) + 營(yíng)銷環(huán)境�。� 參考：《山東理工大學(xué)》2017年碩士論文

【摘要】：壽險(xiǎn)具有聚集分散社會(huì)資源力量,實(shí)現(xiàn)聚小力辦大事,將個(gè)人或家庭、企業(yè)風(fēng)險(xiǎn)降至最低的作用。壽險(xiǎn)作為重要的金融工具,對(duì)于我國(guó)金融相關(guān)領(lǐng)域的豐富和發(fā)展扮演著不可替代的角色。人們普遍對(duì)壽險(xiǎn)行業(yè)的認(rèn)識(shí)比較片面,甚至出現(xiàn)誤解,人們更多的把資金投入到銀行等具有保障性的領(lǐng)域,而對(duì)壽險(xiǎn)行業(yè)的不確定性則采取冷淡、消極的態(tài)度,缺乏熱情與關(guān)注度。近幾年,隨著我國(guó)經(jīng)濟(jì)的中高速增長(zhǎng),人們的可支配收入越來(lái)越多,人們的投資保健理念逐漸加強(qiáng),壽險(xiǎn)漸漸進(jìn)入人們的視野,人們對(duì)其也有了更為全面、全新的理解與認(rèn)識(shí),同時(shí)我國(guó)壽險(xiǎn)營(yíng)銷在發(fā)展模式、產(chǎn)品類型、經(jīng)營(yíng)策略及管理方法等相關(guān)方面都出現(xiàn)了一系列問(wèn)題,為此,對(duì)我國(guó)壽險(xiǎn)營(yíng)銷策略的研究具有重要的價(jià)值。本文以RSSD公司為研究對(duì)象,通過(guò)分析RSSD公司的壽險(xiǎn)營(yíng)銷策略現(xiàn)狀,發(fā)現(xiàn)RSSD公司存在缺乏營(yíng)銷觀念創(chuàng)新、缺乏與互聯(lián)網(wǎng)深度融合、客戶挖掘與保留能力欠缺、客戶滿意度有待提高和營(yíng)銷人員的綜合素質(zhì)行為不規(guī)范等問(wèn)題。接著本文從外部環(huán)境、內(nèi)部環(huán)境和SWOT三個(gè)方面分析了RSSD公司的營(yíng)銷環(huán)境,在RSSD公司的壽險(xiǎn)營(yíng)銷問(wèn)題和營(yíng)銷環(huán)境分析的基礎(chǔ)上,借助市場(chǎng)營(yíng)銷的理論,對(duì)RSSD公司的壽險(xiǎn)營(yíng)銷目標(biāo)、壽險(xiǎn)市場(chǎng)細(xì)分、市場(chǎng)選擇和市場(chǎng)定位進(jìn)行了介紹。最后,基于以上分析內(nèi)容,本文運(yùn)用4P營(yíng)銷組合理論,從產(chǎn)品策略、價(jià)格策略、渠道策略和促銷策略四個(gè)方面,詳細(xì)的制定了RSSD公司的壽險(xiǎn)營(yíng)銷策略,期望通過(guò)以上分析,來(lái)破除RSSD公司目前壽險(xiǎn)營(yíng)銷過(guò)程中存在的問(wèn)題,增強(qiáng)市場(chǎng)競(jìng)爭(zhēng)力,穩(wěn)固RSSD公司的市場(chǎng)地位,擴(kuò)大競(jìng)爭(zhēng)優(yōu)勢(shì)。
[Abstract]:Life insurance has the function of concentrating and dispersing social resources, achieving small power to do great things and minimizing the risks of individuals, families and enterprises. As an important financial instrument, life insurance plays an irreplaceable role in the enrichment and development of financial related fields in China. People generally have a one-sided understanding of the life insurance industry, and even misunderstand it. People invest more money in safeguarded areas such as banks, while they take a cold and negative attitude towards the uncertainty of the life insurance industry. Lack of enthusiasm and attention. In recent years, with the rapid economic growth in our country, people's disposable income has become more and more, people's investment and health care concept has been gradually strengthened, life insurance has gradually entered people's vision, people also have a more comprehensive, new understanding and understanding of it. At the same time, a series of problems have appeared in the development mode, product type, management strategy and management method of life insurance marketing in our country. Therefore, the study of life insurance marketing strategy in our country has important value. This article takes RSSD company as the research object, through the analysis RSSD company's life insurance marketing strategy present situation, discovers the RSSD company existence lacks the marketing idea innovation, lacks the deep fusion with the Internet, the customer excavates and retains the ability to lack, the article takes the RSSD company as the research object. Customer satisfaction needs to be improved and the comprehensive quality behavior of marketing personnel is not standardized. Then this paper analyzes RSSD company's marketing environment from three aspects of external environment, internal environment and SWOT. Based on the analysis of RSSD company's life insurance marketing problems and marketing environment, with the help of marketing theory, this paper analyzes the RSSD company's life insurance marketing objectives. Life insurance market segmentation, market selection and market positioning were introduced. Finally, based on the above analysis, this paper uses 4P marketing combination theory, from four aspects of product strategy, price strategy, channel strategy and promotion strategy, makes the RSSD company's life insurance marketing strategy in detail, expecting to pass the above analysis. In order to overcome the problems existing in the life insurance marketing process of RSSD Company, strengthen the market competitiveness, stabilize the market position of RSSD Company, and expand the competitive advantage.
【學(xué)位授予單位】：山東理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F842.3

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