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论文编号：	10496
作者编号：	2220132373
上传时间：	2018/12/6 17:44:14
中文题目：	长生人寿保险有限公司团体保险营销策略研究
英文题目：	Research on group insurance marketing strategy of GREAT WALL CHANGSHENG LIFE INSURANCE CO., LTD.
指导老师：	马连福
中文关键字：	长生人寿；团体保险；战略目标；营销策略
英文关键字：	Changsheng life；group insurance；strategic goal；marketing strategy
中文摘要：	随着国民经济的发展，尤其是改革开放以来，保险业也获得了特别好经济发展环境，作为人身保险的重要组成部分的团体保险同样也得到了长足的发展。然而近些年虽然经营团体保险的公司是增加不少，但是业务的发展还是不够理想，特别相对于其他销售渠道，团险的发展甚至可以用边缘化来加以形容，与个人营销和银行保险等渠道相比所占市场比例逐年降低。 长生人寿保险有限公司，作为四大国有资产管理公司之一的长城资产控股的全国第一家中日合资寿险公司，总部位于中国经济金融中心上海，作为一家成立于2003年9月的中小型国资控股的合资寿险公司，团险业务业已开展了14年有余，但因企业性质以及品牌市场等综合其他因素，整体业务包括团险业务并没有取得市场所期待的良好业绩。已经迈入“新长生、新征程”的长生人寿正立志于打造最受信赖的中型寿险公司的新追求的征途，为建设与塑造同公司战略目标相匹配的中型寿险公司团险渠道，故此次对于长生保险团险渠道营销策略进行深入分析和研究，从而在未来五年内，通过全公司上下共同努力，将年团险保费收入站上10亿元平台。通过此次团险营销策略深度剖析研究，不仅有助于长生人寿团险精准定位清晰自己的机遇与挑战，更加明确团险的趋势和目标以及市场的方向，从而发挥创新创业精神，促使团险业务健康持续快速地发展壮大，以期为我国保险业的市场开拓以及健康发展做出自己的绵薄贡献。 本文一方面以长生人寿团体保险为研究对象，以PEST和SWOT等营销策略为研究架构，对长生人寿团体保险业务的营销策略、行业现状以及竞争状况进行了详细剖析；另一方面以团体保险营销策略、团体保险市场的营销模式为分析视角，对长生人寿团体业务拓展模式进行了深入的讨论，从而进一步明确了其营销策略及实施保障。本研究预期会为长生人寿增加团体保险业务市场销量、提高长生人寿团体保险市场份额、维护和拓宽市场领域提供有力支持，同时也为行业内其他类似企业的健康发展提供实际经验和相关思路。 本文全文共分五个章节，第一章绪论主要介绍本文的研究背景、意义、策略和研究方法；第二章是对团体保险市场以及相关分析理论进行说明；第三章介绍了长生人寿的基本情况；第四章对长生人生团体保险的营销模式做一个具体分析；第五章分析了长生人寿团体保险的营销策略以及保障措施。
英文摘要：	With the development of the national economy, especially since the reform and opening up, the insurance industry has also obtained a particularly good economic development environment. Group insurance, which is an important part of personal insurance, has also been greatly developed. However, in recent years, although the number of companies that manage group insurance has increased a lot, the development of the business is still not ideal. Especially with respect to other sales channels, the development of group insurance can even be described by marginalization, with personal marketing and bank insurance. The proportion of channels compared to the market has decreased year by year. Great Wall Changsheng Life Insurance Co., Ltd., the first Sino-Japanese joint venture life insurance company in Changcheng Asset Holdings, one of the four state-owned asset management companies, is headquartered in Shanghai, China's economic and financial center, as a small and medium-sized state fund established in September 2003. The joint venture life insurance company, which has been in control, has been in business for more than 14 years. However, due to the combination of other factors such as the nature of the company and the brand market, the overall business including the group insurance business has not achieved good results expected by the market. Changsheng Life, which has entered the “new longevity and new journey”, is determined to build a new pursuit of the most trusted medium-sized life insurance company, and to build and shape a medium-sized life insurance company’s group insurance channel that matches the company’s strategic goals. In-depth analysis and research on the marketing strategy of the long-term insurance group insurance channel, so that in the next five years, through the joint efforts of the whole company, the annual group insurance premium income will stand on the platform of 1 billion yuan. Through the in-depth analysis and research of the group insurance marketing strategy, it not only helps Changsheng Life Insurance Group to accurately locate its own opportunities and challenges, but also to clarify the trend and goals of group insurance and the direction of the market, so as to exert innovative and entrepreneurial spirit and promote group insurance. Business health continues to grow rapidly, with a view to making its own contribution to the market development and healthy development of China's insurance industry. On the one hand, the group insurance is taken as the research object, and the theoretical tools such as PEST and SWOT are taken as the research framework. The status quo, industry development and competition situation of Changsheng Life Insurance in the group insurance channel are analyzed in detail. On the other hand, the research also focuses on positioning. Theoretical perspectives such as theory and relationship marketing have carried out in-depth discussions on the marketing strategy of Changsheng Life Group Insurance, and further clarified the implementation plan of Changsheng Life Group Insurance Marketing Strategy. This study is expected to provide strong support for Changsheng Life to increase sales of group insurance business market, increase market share of Changsheng Life Group Insurance, maintain and broaden market areas, and provide practical experience and related ideas for the healthy development of similar enterprises in the industry. The full text of this thesis is divided into five chapters. The first chapter introduces the research background, significance, strategy and research methods. The second chapter explains the group insurance market and related analysis theories. The third chapter introduces the basic situation of Changsheng Life. The fourth chapter is about the life of Changsheng. The marketing strategy of group insurance is analyzed in a concrete way. The fifth chapter analyzes the market development methods and guarantee implementation strategies of the group life insurance for Changsheng Life.
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