【摘要】：對(duì)于天津國(guó)壽來(lái)說(shuō)，渠道化經(jīng)營(yíng)已有5年多的時(shí)間，憑借企業(yè)自身政治地位優(yōu)勢(shì)和經(jīng)濟(jì)實(shí)力優(yōu)勢(shì)，公司整體業(yè)績(jī)始終保持行業(yè)領(lǐng)先，但隨著平安人壽的一軍突起，，在健康人海、規(guī)模效益的營(yíng)銷策略指引下，天津國(guó)壽個(gè)人代理渠道在天津地區(qū)的優(yōu)勢(shì)地位已被動(dòng)搖。本文皆在通過(guò)對(duì)企業(yè)營(yíng)銷策略方面的理論研究借鑒，運(yùn)用營(yíng)銷學(xué)上的知識(shí)并結(jié)合所在單位的具體情況，研究制定企業(yè)今后在分紅險(xiǎn)營(yíng)銷策略的調(diào)整方案，使公司能夠在個(gè)人代理渠道業(yè)務(wù)拓展取得突破，擴(kuò)大市場(chǎng)份額，為今后分紅型壽險(xiǎn)產(chǎn)品的營(yíng)銷提供有益借鑒。 在理論研究上，保險(xiǎn)營(yíng)銷策略的創(chuàng)新應(yīng)當(dāng)從保險(xiǎn)營(yíng)銷觀念的轉(zhuǎn)變著手。在壽險(xiǎn)市場(chǎng)進(jìn)入由買方?jīng)Q定的消費(fèi)主義時(shí)代，消費(fèi)者個(gè)性化、人文化、多樣化特征日益突出，營(yíng)銷策略也應(yīng)根據(jù)壽險(xiǎn)產(chǎn)品的特性適時(shí)地調(diào)整，圍繞客戶群體利益開(kāi)展?fàn)I銷的7P組合，使?fàn)I銷活動(dòng)以客戶為中心，更貼近“滿足顧客需求”這個(gè)營(yíng)銷學(xué)的本質(zhì)性內(nèi)涵。 本文全面分析天津國(guó)壽個(gè)人代理渠道分紅險(xiǎn)營(yíng)銷的發(fā)展現(xiàn)狀、存在的不足和具備的優(yōu)點(diǎn)，并對(duì)企業(yè)的外部環(huán)境和內(nèi)部條件運(yùn)用SWOT進(jìn)行分析。在此基礎(chǔ)上，對(duì)比平安人壽的成功經(jīng)驗(yàn)，總結(jié)得出分紅險(xiǎn)的營(yíng)銷策略應(yīng)“以顧客為中心”是未來(lái)壽險(xiǎn)公司營(yíng)銷發(fā)展的一種必然選擇，對(duì)企業(yè)營(yíng)銷策略的改進(jìn)措施提出了具體的建議。
[Abstract]:For Tianjin Guoshou, it has been more than five years since its channelized operation. With the advantage of its own political status and economic strength, the company's overall performance has always maintained the leading position in the industry. However, with the emergence of Ping an Life, the company is in a healthy crowd. Under the guidance of scale-efficient marketing strategy, the dominant position of Tianjin Guoshou personal agency channel in Tianjin has been shaken. In this paper, through the theoretical research on the marketing strategy of enterprises, using the knowledge of marketing and combining the specific situation of the units, this paper studies and formulates the adjustment plan of the marketing strategy of enterprises in the future. So that the company can make a breakthrough in the personal agency channel business expansion, expand market share, for the future dividend life insurance products marketing to provide useful reference. In theory research, the innovation of insurance marketing strategy should start from the change of insurance marketing concept. In the life insurance market entering the consumerism era decided by the buyer, the individuation, human culture and diversity of the consumers are increasingly prominent, and the marketing strategy should be adjusted according to the characteristics of the life insurance products. The 7P combination of marketing around the interests of the customer group makes the marketing activities customer-centered and closer to the essential connotation of the marketing theory of "meeting the customer's needs". This paper comprehensively analyzes the development status, shortcomings and advantages of Tianjin Guoshou personal agency channel dividend insurance marketing, and analyzes the external environment and internal conditions of the enterprise using SWOT. On this basis, comparing the successful experience of Ping an Life Insurance, it is concluded that the marketing strategy of dividend insurance should be "customer-centered" is an inevitable choice for the future life insurance company's marketing development. Some concrete suggestions are put forward to improve the marketing strategy of enterprises.
【學(xué)位授予單位】：河北工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F842.62;F274

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