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| 论文编号： | 11163 | |
| 作者编号： | 2220160704 | |
| 上传时间： | 2019/12/8 11:12:39 | |
| 中文题目： | 天安人寿保险股份有限公司服务营销策略研究 | |
| 英文题目： | Research on Service Marketing Strategy of Tianan Life Insurance Co., Ltd. | |
| 指导老师： | 杜建刚 | |
| 中文关键字： | 天安人寿保险；服务营销；营销环境分析 | |
| 英文关键字： | Tianan life Insurance;Service Marketing;Marketing environment analysis | |
| 中文摘要： | 随着我国经济由高速发展转向高质量的发展阶段，作为金融行业的重要支撑之一的保险行业必将在中国的经济市场中占有更重要的地位。虽然保险行业是三大金融行业中起步最晚的，但其在中国的发展已经取得了许多重要的成果。伴随着保险行业的一步步发展壮大的同时，我国有关部门也在不断加大对保险市场的监督和规范引导力度，力求帮助中国的保险行业更加科学、高效的运转。虽然我国现在的保险市场发展前景十分良好，民众对保险的需求也在不断增加，特别是在新经济的体制下，人们普遍对保险的意识发生了巨大的改变，由之前的谈保险色变到现在的对保险的正确认识，都激励着我国各大保险企业不断完善其保险服务和产品，来提高其保险市场份额。但是，纵观现在的保险营销状况，存在着良莠不齐的现象，这需要各保险公司的重视，争取运用科学的保险营销策略来帮助保险企业更好的发展。本文以天安人寿保险股份有限公司的现有市场营销策略出发，结合天安人寿保险股份有限公司市场营销的实际情况，利用7PS市场营销理论，分别就天安人寿保险股份有限公司市场营销的产品、价格、渠道、促销、人员、有形展示和服务等方面进行了问题分析，并提出了相关的应对策略，力求帮助天安人寿保险股份有限公司在更好的做好市场营销的同时，不断提升企业的核心竞争力。 | |
| 英文摘要： | As China's economy shifts from high-speed development to high-quality development, the insurance industry, which is one of the important supports of the financial industry, will certainly play an important role in China's economic market. Although the insurance industry is the latest in the three major financial sectors, its development in China has achieved many important results. Along with the development of the insurance industry step by step, the relevant departments of China are also constantly increasing supervision and standardization of the insurance market, and strive to help China's insurance industry to operate more scientifically and efficiently. Although China's current insurance market has a very good development prospect, the demand for insurance is also increasing. Especially under the new economic system, people's awareness of insurance has changed dramatically. The current correct understanding of insurance has inspired China's major insurance companies to continuously improve their insurance services and products to increase their insurance market share. However, looking at the current insurance marketing situation, there are such mixed phenomena, which requires the attention of various insurance companies, and strive to use scientific insurance marketing strategies to help insurance companies to develop better. Based on the existing marketing strategy of Tianan Life Insurance Co., Ltd., combined with the actual situation of Tianan Life Insurance Co., Ltd., the company uses 7S marketing theory to separately market products, prices, channels and promotions of Tianan Life Insurance Co., Ltd. The personnel, tangible display and services have analyzed the problems and put forward relevant coping strategies, and strive to help Tianan Life Insurance Co., Ltd. to improve the core competitiveness of the company while doing better marketing. | |
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