本文選題：市場(chǎng)營(yíng)銷(xiāo) + 中國(guó)人壽��； 參考：《大連海事大學(xué)》2013年碩士論文

【摘要】：近年來(lái),尤其是我國(guó)加入WTO以后,市場(chǎng)競(jìng)爭(zhēng)的主體開(kāi)始不斷的增多,行業(yè)競(jìng)爭(zhēng)變得十分激烈。每個(gè)企業(yè)都在不斷尋求為客戶更好更快地提供產(chǎn)品和服務(wù),并能夠持續(xù)獲得最大利潤(rùn)的有效途徑,市場(chǎng)營(yíng)銷(xiāo)策略在企業(yè)的發(fā)展過(guò)程中起著不可泯滅的作用。學(xué)習(xí)、研究市場(chǎng)營(yíng)銷(xiāo)策略,是知識(shí)經(jīng)濟(jì)時(shí)代的要求,也是迎接挑戰(zhàn)、適應(yīng)環(huán)境變化的要求。 金融保險(xiǎn)行業(yè)亦是如此,國(guó)內(nèi)保險(xiǎn)業(yè)的壽險(xiǎn)市場(chǎng)正面臨深度的格局調(diào)整,各種外資保險(xiǎn)壽險(xiǎn)公司的不斷涌入和市場(chǎng)競(jìng)爭(zhēng)的日益有序和正規(guī),促使國(guó)內(nèi)各家保險(xiǎn)公司正在不斷的進(jìn)行改革創(chuàng)新,從深化經(jīng)營(yíng)體系改革到業(yè)務(wù)集中優(yōu)化處理,從運(yùn)營(yíng)模式到銷(xiāo)售方式,無(wú)不以適應(yīng)國(guó)際國(guó)內(nèi)的經(jīng)濟(jì)發(fā)展形勢(shì)為根本出發(fā)點(diǎn)和落腳點(diǎn)。 營(yíng)銷(xiāo)策略的研究是匯集多學(xué)科的交叉科學(xué),涉及到營(yíng)銷(xiāo)學(xué)、經(jīng)濟(jì)學(xué)、管理學(xué)、等多個(gè)學(xué)科。作者在借鑒中外營(yíng)銷(xiāo)學(xué)者的研究方法和研究成果的基礎(chǔ)上,從市場(chǎng)營(yíng)銷(xiāo)概念入手,選取中國(guó)人壽保險(xiǎn)股份有限公司遼寧省分公司市場(chǎng)營(yíng)銷(xiāo)為研究對(duì)象。本著實(shí)事求是的原則,結(jié)合中國(guó)人壽保險(xiǎn)股份有限公司遼寧省分公司的營(yíng)銷(xiāo)現(xiàn)狀和公司發(fā)展?fàn)顩r,分析其市場(chǎng)營(yíng)銷(xiāo)模式存在的不足及其原因,研究制定了產(chǎn)品策略、價(jià)格策略、渠道策略、促銷(xiāo)策略四者結(jié)合的整體營(yíng)銷(xiāo)策略。 本課題將通過(guò)對(duì)中國(guó)人壽保險(xiǎn)股份有限公司遼寧省分公司的市場(chǎng)營(yíng)銷(xiāo)現(xiàn)狀,進(jìn)行專題研究,分析該公司所處的市場(chǎng)營(yíng)銷(xiāo)環(huán)境及業(yè)務(wù)發(fā)展瓶頸,并為其提出較為科學(xué)合理的品牌、服務(wù)、目標(biāo)市場(chǎng)等營(yíng)銷(xiāo)組合策略,進(jìn)一步以市場(chǎng)為導(dǎo)向,以保戶為中心,在適應(yīng)各種復(fù)雜環(huán)境變化的同時(shí),滿足更多客戶群體的實(shí)際需求,從而不斷提高中國(guó)人壽遼寧省分公司的經(jīng)濟(jì)效益。
[Abstract]:In recent years, especially after China's entry into WTO, the main body of market competition has been increasing, and the industry competition has become very fierce. Each enterprise is constantly seeking to provide products and services for customers better and faster, and can continuously obtain the most effective way of profit. Marketing strategy plays an indelible role in the process of enterprise development. Studying and researching marketing strategy is the requirement of knowledge economy era, and also the requirement of meeting challenge and adapting to the change of environment. The same is true of the financial and insurance industry. The life insurance market of the domestic insurance industry is facing a deep adjustment. The continuous influx of various foreign-funded life insurance companies and the increasingly orderly and regular competition in the market. To urge domestic insurance companies to continuously carry out reform and innovation, from deepening the reform of the business system to optimizing the business management, from the operation mode to the sales mode, To adapt to the international and domestic economic development situation as the fundamental starting point and foothold. The research of marketing strategy is a cross-disciplinary science involving marketing, economics, management, and so on. Based on the research methods and achievements of Chinese and foreign marketing scholars, the author chooses the marketing of Liaoning branch of China Life Insurance Co., Ltd. as the object of study, starting with the concept of marketing. In line with the principle of seeking truth from facts, combined with the current marketing situation and the development of Liaoning Branch of China Life Insurance Co., Ltd., this paper analyzes the shortcomings of its marketing model and its reasons, studies and formulates the product strategy and price strategy. Channel strategy, promotion strategy, the four combined overall marketing strategy. This subject will analyze the marketing environment and the bottleneck of business development of China Life Insurance Co., Ltd., through the special research on the current marketing situation of Liaoning Branch, and propose a more scientific and reasonable brand for the company. Service, target market and other marketing mix strategies, further market-oriented, taking the insured as the center, meet the actual needs of more and more customer groups while adapting to various complex environment changes, In order to continuously improve the economic benefits of China Life Liaoning Branch.
【學(xué)位授予單位】：大連海事大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F274;F842.3

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