【摘要】：自上世紀(jì)80年代以來，保險(xiǎn)行業(yè)經(jīng)歷了從無到有、從弱到強(qiáng)的發(fā)展過程。根據(jù)保監(jiān)會歷年統(tǒng)計(jì)數(shù)據(jù)顯示，“十一五”期間，我國保費(fèi)收入年均增長24%，2010年保費(fèi)收入達(dá)到1.45萬億元，是2005年的2.6倍。保險(xiǎn)行業(yè)作為國家金融體系的三架馬車之一，在國家經(jīng)濟(jì)發(fā)展中起著越來越重要的作用。 在“十二五”期間，隨著經(jīng)濟(jì)形勢的變化，行業(yè)競爭的加劇，行業(yè)政策的調(diào)整，作為行業(yè)中第三批成立的壽險(xiǎn)公司，XX人壽保險(xiǎn)股份有限公司始終保持著平穩(wěn)增長，其中的H省分公司連續(xù)三年保持了遠(yuǎn)遠(yuǎn)高于行業(yè)速度的快速增長，成為公司內(nèi)部學(xué)習(xí)的榜樣。H省分公司快速發(fā)展的關(guān)鍵在于會議營銷系統(tǒng)的建立和持續(xù)不斷的技術(shù)升級。會議營銷是營銷的一種方式，是改革開放以來，，結(jié)合中國的市場狀況發(fā)展起來的，借助各種各樣的會議平臺，運(yùn)用營銷學(xué)原理、方法開展?fàn)I銷活動，包含了直銷、服務(wù)營銷、體驗(yàn)營銷、數(shù)據(jù)庫營銷等內(nèi)容，被保健品、保險(xiǎn)、醫(yī)藥等很多行業(yè)所采用，具有很好的銷售效果，具有一定的研究價(jià)值。 本論文將會議營銷理論與企業(yè)操作實(shí)際相結(jié)合，通過對H省分公司會議營銷現(xiàn)狀的研究，采用定性分析、訪談、觀察、數(shù)據(jù)分析等方法，理論和實(shí)踐結(jié)合，對會議營銷進(jìn)行系統(tǒng)的闡述，分析會議營銷的優(yōu)勢，診斷存在的問題，發(fā)現(xiàn)影響會議營銷效果的關(guān)鍵要素，并對今后的發(fā)展改進(jìn)進(jìn)行探討，探索會議營銷的發(fā)展規(guī)律和發(fā)展趨勢，以提升H省分公司會議營銷的競爭能力，為其他企業(yè)的會議營銷推動提供依據(jù)。
[Abstract]:Since 1980 s, the insurance industry has experienced the process of development from scratch, from weak to strong. According to the statistical data of the CIRC over the years, during the Eleventh five-year Plan period, the premium income in China increased by 24% annually, and the premium income reached 1.45 trillion yuan in 2010, 2.6 times as much as in 2005. As one of the three carriages of the national financial system, the insurance industry plays a more and more important role in the national economic development. During the 12th five-year Plan period, with the change of economic situation, the intensification of industry competition and the adjustment of industry policy, XX Life Insurance Co., Ltd., as the third batch of life insurance companies established in the industry, has always maintained steady growth, among which the H Provincial Branch has maintained a rapid growth much higher than that of the industry for three consecutive years. Become an example of internal learning. The key to the rapid development of H Provincial Branch lies in the establishment of conference marketing system and continuous technical upgrading. Conference marketing is a way of marketing, which has been developed in combination with the market conditions of China since the reform and opening up. With the help of various conference platforms, using marketing principles and methods to carry out marketing activities, including direct marketing, service marketing, experiential marketing, database marketing and so on, it has been adopted by many industries, such as health products, insurance, medicine and so on. It has a good sales effect and has certain research value. This paper combines the theory of conference marketing with the practice of enterprise operation, through the study of the present situation of conference marketing in H Provincial Branch, adopts the methods of qualitative analysis, interview, observation, data analysis, the combination of theory and practice, systematically expounds the conference marketing, analyzes the advantages of conference marketing, diagnoses the existing problems, finds out the key elements that affect the effect of conference marketing, and probes into the development and improvement in the future. To explore the development law and trend of conference marketing in order to improve the competitiveness of conference marketing in H Provincial Branch and provide the basis for other enterprises to promote conference marketing.
【學(xué)位授予單位】：河北工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F274;F842.3

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