本文選題：營(yíng)銷(xiāo)策略 + 保險(xiǎn)公司��； 參考：《電子科技大學(xué)》2013年碩士論文

【摘要】：2013年，不論是國(guó)際還是中國(guó)國(guó)內(nèi)的經(jīng)濟(jì)形勢(shì)都發(fā)生了巨大的變化，給我國(guó)保險(xiǎn)業(yè)帶來(lái)了巨大的機(jī)遇和挑戰(zhàn)�；厥走^(guò)去的三年，中國(guó)保險(xiǎn)市場(chǎng)一方面由于結(jié)構(gòu)的調(diào)整還有新會(huì)計(jì)準(zhǔn)則的運(yùn)用，壽險(xiǎn)行業(yè)的增幅變慢，但是仍然在一個(gè)比較高的水平。同時(shí)國(guó)家各項(xiàng)政策對(duì)保險(xiǎn)市場(chǎng)的開(kāi)放和鼓勵(lì)，使得我國(guó)的保險(xiǎn)市場(chǎng)的整體利潤(rùn)狀況得到進(jìn)一步優(yōu)化。 北大方正人壽保險(xiǎn)公司作為合資公司中的代表，如何把握機(jī)遇迎接挑戰(zhàn)成為了公司目前不可回避的話(huà)題。本文首先對(duì)開(kāi)放背景下我國(guó)保險(xiǎn)業(yè)的現(xiàn)狀做了分析，同時(shí)對(duì)于目前國(guó)內(nèi)保險(xiǎn)公司常用的營(yíng)銷(xiāo)策略做了研究。其次對(duì)北大方正人壽保險(xiǎn)公司的歷史與現(xiàn)狀以及目前所處的環(huán)境做了分析。通過(guò)對(duì)人文環(huán)境、自然環(huán)境、經(jīng)濟(jì)環(huán)境、政治法律環(huán)境的分析得出目前中國(guó)的保險(xiǎn)公司在其發(fā)展中只要找準(zhǔn)方向就有巨大的市場(chǎng)潛力。北大方正人壽的優(yōu)勢(shì)和劣勢(shì)非常明顯，優(yōu)勢(shì)是有著專(zhuān)業(yè)的培訓(xùn)系統(tǒng)和良性發(fā)展的歷史，為公司穩(wěn)健發(fā)展達(dá)下了扎實(shí)的基礎(chǔ)。而劣勢(shì)則是品牌宣傳少，，分支機(jī)構(gòu)少，資本、內(nèi)部協(xié)調(diào)、控股權(quán)及利益上的限制，導(dǎo)致市場(chǎng)占有率低。最后對(duì)北大方正人壽保險(xiǎn)公司的目前的營(yíng)銷(xiāo)策略提出了建議，細(xì)分市場(chǎng)實(shí)施差異化的營(yíng)銷(xiāo)策略，這其中包含了目標(biāo)市場(chǎng)的選擇和產(chǎn)品的差異化；人才的選拔和留存以及用新興的營(yíng)銷(xiāo)渠道來(lái)拓寬市場(chǎng)。最后提出人壽保險(xiǎn)公司要長(zhǎng)期享有良好的聲譽(yù)，充分贏得長(zhǎng)期客戶(hù)也必須從公司的品牌形象建設(shè)和提升客戶(hù)的讓渡價(jià)值的策略上去實(shí)現(xiàn)經(jīng)營(yíng)目標(biāo)。 本文所研究和分析的觀(guān)念及要點(diǎn)會(huì)對(duì)北大方正人壽公司的發(fā)展起到一定的作用，對(duì)于建立有效的營(yíng)銷(xiāo)策略，和樹(shù)立健康的營(yíng)銷(xiāo)觀(guān)念有很大幫助，也希望北大方正人壽保險(xiǎn)公司能在將來(lái)大展宏圖，闊步前進(jìn)。
[Abstract]:In 2013, great changes have taken place in both international and domestic economic situation, which brings great opportunities and challenges to China's insurance industry. Looking back on the past three years, China's insurance market on the one hand due to structural adjustment and the use of new accounting standards, the growth rate of the life insurance industry has slowed down, but still at a relatively high level. At the same time, the opening and encouragement of national policies to the insurance market further optimize the overall profit situation of China's insurance market. As the representative of the joint venture company, how to seize the opportunity to meet the challenge has become an unavoidable topic. This paper firstly analyzes the current situation of China's insurance industry under the background of opening up, and studies the marketing strategies commonly used by domestic insurance companies at the same time. Secondly, the history and current situation of founder Life Insurance Company of Peking University are analyzed. Through the analysis of humanistic environment, natural environment, economic environment and political and legal environment, it is concluded that Chinese insurance companies have great market potential as long as they find the right direction in their development. The advantages and disadvantages of founder Life Insurance of Peking University are very obvious, the advantage is that it has a professional training system and a history of benign development, which has laid a solid foundation for the steady development of the company. The disadvantages are less brand publicity, less branches, capital, internal coordination, controlling rights and interests, resulting in a low market share. Finally, the author puts forward some suggestions on the current marketing strategy of founder Life Insurance Company of Peking University, which includes the choice of target market and the differentiation of products. Talent selection and retention and use of new marketing channels to broaden the market. Finally, the author points out that if the life insurance company wants to enjoy a good reputation for a long time, it must realize its business objectives from the strategy of building the brand image of the company and enhancing the transferable value of the customer. The ideas and key points studied and analyzed in this paper will play a certain role in the development of Beijing University Fangzheng Life Insurance Company, and will be of great help to the establishment of effective marketing strategies and healthy marketing concepts. I also hope that Peking University founder Life Insurance Company in the future big plans, stride forward.
【學(xué)位授予單位】：電子科技大學(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

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 梁東;喻峰;;中外汽車(chē)營(yíng)銷(xiāo)模式比較及其對(duì)策分析[J];產(chǎn)業(yè)與科技論壇;2006年05期

2 張永冀;李嘉;;基于顧客資產(chǎn)的營(yíng)銷(xiāo)模式研究——以L(fǎng)G電子(中國(guó))為例[J];河北經(jīng)貿(mào)大學(xué)學(xué)報(bào);2009年02期

3 吳水龍;佘高波;;市場(chǎng)營(yíng)銷(xiāo)的模式及趨勢(shì)研究——基于價(jià)值創(chuàng)造過(guò)程表現(xiàn)形式差異的分析[J];經(jīng)濟(jì)與管理;2006年09期

4 倪娜;;基于STP戰(zhàn)略的顧客戰(zhàn)略應(yīng)用研究[J];經(jīng)濟(jì)師;2006年01期

5 馮鵬義;;基于顧客價(jià)值的戰(zhàn)略營(yíng)銷(xiāo)模式構(gòu)建[J];經(jīng)濟(jì)問(wèn)題;2008年07期

6 羅永泰;盧政營(yíng);;基于消費(fèi)者隱性需求的營(yíng)銷(xiāo)模式研究策略[J];南開(kāi)管理評(píng)論;2008年04期

7 黃體鴻;;企業(yè)營(yíng)銷(xiāo)模式分類(lèi)比較分析[J];理論月刊;2008年05期

8 劉平;;從“大決戰(zhàn)”看新興壽險(xiǎn)公司的戰(zhàn)略選擇[J];上海保險(xiǎn);2006年06期

9 徐世騰;陳有志;;中日韓企業(yè)營(yíng)銷(xiāo)模式比較[J];商業(yè)時(shí)代;2006年14期

10 徐千里;;企業(yè)營(yíng)銷(xiāo)模式的內(nèi)涵、外延及再造[J];商業(yè)時(shí)代;2008年24期

本文編號(hào)：2065150