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论文编号：	11414
作者编号：	2320170685
上传时间：	2019/12/14 22:43:29
中文题目：	中信保诚保险金信托业务营销策略及其实施研究
英文题目：	Research on Marketing Strategy and Implementation of CITIC Prudential Insurance Trust Business
指导老师：	李桂华
中文关键字：	保险金信托、财富传承、市场定位、营销组合
英文关键字：	Insurance trust；Wealth inheritance；Market positioning；Sales team
中文摘要：	改革开放以来，随着中国市场经济的飞速发展，国民财富出现爆炸式的增长。截止到2018年末，中国个人可投资资产1000万人民币以上的高净值人群规模达到197万，预计2019年末将达到220万。随着财富的不断增加，高净值客户面临的财富问题也随之而来，如何有效的实现财富的保值、增值和传承，成了高净值客户新的关注焦点。但眼下我国的资本市场仍处在起步阶段，可供理财的金融工具种类有限。作为一种定制化的综合性产品，保险金信托以其入门门槛较低、针对性强、功能全面等特点迅速走入了人们的视线。 在这样的市场背景下，2014年5月4日，由中信集团旗下金融板块的中信信托与中信保诚人寿联袂推出了国内首款保险金信托产品—传家。传家产品以高端终身寿险产品为依托，结合信托的定制传承优势，兼具资产管理和事务管理的双重功能，实现了保险和信托的创新融合。 本文以中信保诚人寿保险金信托业务为研究对象，根据保险市场大环境和国内保险金信托市场的现状，对该业务的运营情况进行了分析。首先，进行深入的理论分析，结合保险金信托相关理论，营销相关的STP理论、7Ps营销理论、品牌营销理论等进行了综述。然后，结合PEST分析法、五力模型、SWOT分析法，对中信保诚的保险金信托业务进行了宏观环境、竞争环境和内外部优势与不足、机会与威胁的分析。并结合STP理论阐述了保险金信托业务市场细分、目标市场选择以及市场定位的相关内容。最后，结合7Ps理论和品牌营销理论，分层解析了中信保诚保险金信托业务产品与定价策略、渠道与促销策略及服务组合策略。文章结尾处阐述了对保险金信托未来发展趋势的设想，保险金信托可以有效地实现财富的保值增值与合理分配，最大化保障继承者的权益，充分满足客户在家族传承方面的需求。保险金信托业务的推进不仅可以增加保险产品的附加价值，而且能为信托公司注入一笔优质的长期资金，有利于信托公司进一步提高其主动管理能力。在市场需求和行业发展的双重推动作用下，保险金信托业务未来一定会绽放出灿烂的光芒。
英文摘要：	Since the reform and development, with the rapid development of Chinese market economy, the national wealth has exploded. Until the end of 2018, the number of high-net-worth individuals with a personal investment of more than 10 million yuan in China will reach 1.97 million, and it is expected to reach 2.2 million by the end of 2019. With the continuous increase of wealth, the wealth problem faced by high-net-worth customers has also followed. How to effectively realize the preservation, appreciation and inheritance of wealth has become a new topic of high-net-worth customers. However, Chinese capital market is still in its infancy, and the types of financial products available for financial management are limited. As a customized and comprehensive product, the insurance gold trust has quickly entered the people's attention with its low entry threshold, pertinence and comprehensive functions. In this market context, on May 4, 2014, CITIC Trust and CITIC Prudential Life Insurance, which are part of the CITIC Group's financial sector, launched the first insurance gold trust product in China. The product nests a high-end customized life insurance product, which has the dual functions of asset management and transaction management, and realizes the innovative integration of insurance business and trust business. This paper takes CITIC Prudential Life Insurance Trust business as the research object, and analyzes the operation of the business according to the insurance market environment and the status of the domestic insurance fund trust market. First of all, in-depth theoretical analysis, combined with insurance fund trust related theory, marketing-related STP theory, 7Ps marketing theory, service marketing theory, etc. were reviewed. Then, combined with PEST theory, five-force model and SWOT analysis method, the analysis of macro environment, competition environment and internal and external advantages and disadvantages, opportunities and threats was carried out for CITIC Prudential's insurance fund trust business. Combined with STP theory, it expounds the relevant content of market segmentation, target market selection and market positioning of insurance fund trust business. Finally, combined with 7Ps theory and precision marketing theory, the paper analyzes the product and pricing strategy, channel and promotion strategy and service combination strategy of CITIC Prudential Insurance Gold Trust. At the end of the article, the idea of ??the future development trend of the insurance fund trust is explained. The insurance fund trust can effectively realize the preservation, appreciation and rational distribution of wealth, maximize the protection of the rights and interests of the successor, and fully satisfy the customer's demand for family inheritance. The promotion of the insurance fund trust business can not only increase the added value of insurance products, but also inject a high-quality long-term fund for the trust company, which will help the trust company to further improve its active management capabilities. Under the dual promotion of market demand and industry development, the insurance trust business will surely shine brightly in the future.
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