本文選題：團體保險 + 目標市場選擇�。� 參考：《福州大學》2014年碩士論文

【摘要】：平安養(yǎng)老保險股份有限公司于2004年12月在上海成立,是國內第一家專業(yè)養(yǎng)老金公司。2006年8月,平安養(yǎng)老與平安人壽團銷事業(yè)部系列重組成為新的平安養(yǎng)老,一次性獲批35家分公司和127家中心支公司,平安養(yǎng)老保險股份有限公司福建分公司(以下簡稱“平安養(yǎng)老險福建分公司”)即為其中一家省級分公司。隨著經營團體保險的主體日益增多,該市場競爭的激烈程度持續(xù)攀升,但經營團體保險又使得各保險公司面臨高成本、低收益的局面,難以實現連續(xù)持久的豐厚利潤。因此,在現階段探索團體保險業(yè)務營銷管理新模式是養(yǎng)老保險公司可持續(xù)發(fā)展的必經之路,這是關乎企業(yè)存亡和發(fā)展的重要課題。本文結合本人在平安養(yǎng)老險福建分公司的工作實踐,選擇團體保險營銷策略進行研究,具有較大的實際應用價值。本文先簡單介紹了國內外團體保險市場的研究現狀,對團體保險市場發(fā)展面臨的宏觀環(huán)境和行業(yè)競爭環(huán)境進行系統(tǒng)的分析,進而結合平安養(yǎng)老險福建分公司團體保險業(yè)務發(fā)展的競爭優(yōu)勢及其面臨的瓶頸問題,對平安養(yǎng)老險福建分公司團體保險業(yè)務進行了市場細分、目標市場的選擇和定位,提出平安養(yǎng)老險福建分公司要想繼續(xù)贏得市場引領者地位,需要通過采取以下一系列營銷策略來實現：(1)通過險種組合策略,打破產品界限,進行創(chuàng)新組合,增加投資渠道,以滿足客戶的不同需求；(2)通過差異化定價策略,靈活制定價格,應對新價格機制的出臺,同時做好成本管控,避免惡性競爭,留住老顧客,吸引新顧客,保證公司利潤；(3)通過渠道多元化策略,使用一切可能的銷售力量為分公司開展產品推銷,在此過程中需要制定相應的激勵方案以保證隊伍的銷售熱情,對于公司自身的直銷人員更是需要做好人力資源建設；(4)通過整合營銷組合策略,積極做好各級利益相關者的公共關系,加強公關宣傳,在社會大眾中樹立公司形象；并建立強大的網絡系統(tǒng)和以客戶為中心的人性化服務體系,實現服務創(chuàng)新。最后闡述了平安養(yǎng)老險福建分公司團體保險業(yè)務營銷策略的實施�？傊�,面對未來,要想贏得并保持引領者地位,平安養(yǎng)老險福建分公司只有不斷運用先進的市場營銷模式并保持創(chuàng)新,不斷整合各種資源,才能在瞬息萬變的市場中保持不敗并成為永遠的主導力量。
[Abstract]:Ping an endowment insurance co., Ltd. Was established in shanghai in December 2004. It is the first professional pension company in china. In august 2006, ping an pension and ping an life insurance group marketing department was reorganized into a new one Once approved 35 branches and 127 central branch companies, Ping an Pension Insurance Co., Ltd. Fujian Branch (hereinafter referred to as "Ping an Pension Insurance Fujian Branch") is one of the provincial branch. With the increasing of the main body of group insurance, the fierce competition in this market continues to rise, but the group insurance makes the insurance companies face the situation of high cost and low income, and it is difficult to realize the continuous and lasting profits. Therefore, exploring the new marketing management model of group insurance business is the only way for the sustainable development of endowment insurance companies, which is an important issue related to the survival and development of enterprises. Combining with my working practice in Fujian Branch of Ping an Pension Insurance, this paper chooses the marketing strategy of group insurance to carry on the research, which has great practical application value. This paper briefly introduces the current research situation of the group insurance market at home and abroad, and analyzes the macro environment and the competition environment of the group insurance market. Then combining with the competitive advantage and the bottleneck of the group insurance business development of Ping an Pension Insurance Fujian Branch, the market segmentation, target market selection and positioning of the group insurance business of Ping an Pension Insurance Fujian Branch are carried out. In order to win the status of market leader, Fujian Branch of Ping an Pension Insurance needs to adopt a series of marketing strategies as follows: (1) through the combination of insurance, breaking product boundaries, innovating portfolio and increasing investment channels, In order to meet the different needs of customers, (2) through the differentiated pricing strategy, flexible pricing, to deal with the introduction of new price mechanism, while doing a good job of cost control, avoid vicious competition, retain old customers, attract new customers, ensure the company's profits; (3) through the channel diversification strategy, using all possible sales force to carry out the product marketing for the branch company. In the process, we need to formulate the corresponding incentive plan to ensure the sales enthusiasm of the team. For the company's own direct sales personnel need to do a good job in the construction of human resources; (4) through the integration of marketing mix strategy to actively do a good job of public relations at all levels of stakeholders to strengthen public relations to establish the image of the company in the general public; And establish a strong network system and customer-centered humanized service system to achieve service innovation. Finally, the implementation of group insurance marketing strategy of Ping an Pension Insurance Fujian Branch is expounded. In short, in the face of the future, in order to win and maintain the status of leader, Ping an Pension Insurance Fujian Branch must constantly use advanced marketing models and keep innovation, and constantly integrate all kinds of resources. In order to remain unbeaten in the rapidly changing market and become the dominant force forever.
【學位授予單位】：福州大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F842.3;F274
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本文編號：2072543