本文選題：營銷策略 + 保險公司��； 參考：《電子科技大學(xué)》2013年碩士論文

【摘要】：2013年，不論是國際還是中國國內(nèi)的經(jīng)濟形勢都發(fā)生了巨大的變化，給我國保險業(yè)帶來了巨大的機遇和挑戰(zhàn)�；厥走^去的三年，中國保險市場一方面由于結(jié)構(gòu)的調(diào)整還有新會計準(zhǔn)則的運用，壽險行業(yè)的增幅變慢，但是仍然在一個比較高的水平。同時國家各項政策對保險市場的開放和鼓勵，使得我國的保險市場的整體利潤狀況得到進一步優(yōu)化。 北大方正人壽保險公司作為合資公司中的代表，如何把握機遇迎接挑戰(zhàn)成為了公司目前不可回避的話題。本文首先對開放背景下我國保險業(yè)的現(xiàn)狀做了分析，同時對于目前國內(nèi)保險公司常用的營銷策略做了研究。其次對北大方正人壽保險公司的歷史與現(xiàn)狀以及目前所處的環(huán)境做了分析。通過對人文環(huán)境、自然環(huán)境、經(jīng)濟環(huán)境、政治法律環(huán)境的分析得出目前中國的保險公司在其發(fā)展中只要找準(zhǔn)方向就有巨大的市場潛力。北大方正人壽的優(yōu)勢和劣勢非常明顯，優(yōu)勢是有著專業(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)下了扎實的基礎(chǔ)。而劣勢則是品牌宣傳少，，分支機構(gòu)少，資本、內(nèi)部協(xié)調(diào)、控股權(quán)及利益上的限制，導(dǎo)致市場占有率低。最后對北大方正人壽保險公司的目前的營銷策略提出了建議，細(xì)分市場實施差異化的營銷策略，這其中包含了目標(biāo)市場的選擇和產(chǎn)品的差異化；人才的選拔和留存以及用新興的營銷渠道來拓寬市場。最后提出人壽保險公司要長期享有良好的聲譽，充分贏得長期客戶也必須從公司的品牌形象建設(shè)和提升客戶的讓渡價值的策略上去實現(xiàn)經(jīng)營目標(biāo)。 本文所研究和分析的觀念及要點會對北大方正人壽公司的發(fā)展起到一定的作用，對于建立有效的營銷策略，和樹立健康的營銷觀念有很大幫助，也希望北大方正人壽保險公司能在將來大展宏圖，闊步前進。
[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)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F842.3

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