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论文编号：	12202
作者编号：	2320170688
上传时间：	2020/12/15 0:39:18
中文题目：	中信保诚保险金信托产品营销策略研究
英文题目：	Research on marketing Strategy of Citic Prudential Insurance Trust Products
指导老师：	焦媛媛
中文关键字：	保险金信托产品；中信保诚；营销策略；
英文关键字：	Insurance trust products; Citic Prudential; Marketing strategy;
中文摘要：	随着我国改革进程不断加快，国内经济总量不断增加，高收入阶层群体规模逐渐增加，如何管理财富、有效的实现财富的保值增值和传承，是高收入群体正在面临的问题，但目前可供理财的金融工具种类有限。作为一种定制化的新型金融产品，保险金信托充分发挥出保险产品的保障功能，同时发挥出信托产品的灵活性，实现了保险与信托业务的创新融合，以其入门门槛低、强针对性、功能全面等特点迅速走入了人们的视线。 在这种市场环境中下，2014年5月4日，中信保诚公司与中信信托推出国内首保险金信托产品。该产品结合了终身寿险与信托的定制功能，兼具资产管理和事务管理功能，满足了客户的不同金融需要，可以实现客户资产的保值增值和安全传承。 本文对中信保诚保险金信托产品进行了研究，分析当前保险金信托业的整体市场环境，结合产品营销中存在的问题，提出了优化保险金信托产品的营销策略。本文分为六部分，第一部分绪论，对中信保诚保险金信托的研究背景和意义、目的与方法、内容和框架作了概述。第二部分对保险金信托的相关定义进行分析，并对文章中应用的营销理论作了回顾和解释。第三部分对中信保诚保险金的产品营销环境进行了分析，并有针对性的指出保险金信托在产品销售过程中出现的问题。第四部分提出中信保诚保险金信托产品的市场定位和营销策略选择，对保险金信托产品的市场营销做出了细化。第五部分制定了中信保诚保险金信托产品营销策略实施保障。最后总结结论与不足。本文以中信保诚保险金信托产品市场营销存在的问题为导入口，对营销策略进行优化，实现中信保诚保险金信托业务竞争优势增加，为未来发展提供更为广阔空间。
英文摘要：	With the continuous acceleration of China's reform process, the domestic economic aggregate continues to increase, and the scale of high-income groups gradually increases, how to manage wealth, effectively realize the preservation, appreciation and inheritance of wealth, is the problem that high-income groups are facing, but at present, the financial instruments available for financing are limited. As a customized new financial product, insurance trust gives full play to the guarantee function of insurance products, and gives play to the flexibility of trust products, realizing the innovative integration of insurance and trust business. It quickly comes into people's sight due to its characteristics such as low entry threshold, strong pertinveness and comprehensive functions. In the lower-middle market environment, on May 4, 2014, citic prudential and citic trust issue the first domestic insurance trust products of the company the product is a combination of whole life and custom function of trust, asset management and transaction management functions, to satisfy the customer's different financial needs, can realize the value and safety of clients' assets. This thesis studies the insurance trust products of Citic Prudential, analyzes the overall market environment of the insurance trust industry at present, and puts forward the marketing strategy to optimize the insurance trust products in combination with the existing problems in product marketing. This thesis is divided into six parts. The first part is the introduction, which gives an overview of the research background, significance, purpose and method, content and framework of CITIC Prudential Insurance Trust. In the second part, the definition of insurance premium trust is analyzed, and the marketing theory applied in this paper is reviewed and explained. The third part analyzes the product marketing environment of Citic Prudential insurance company and points out the problems in the product sales process of the insurance trust. The fourth part puts forward the market positioning and marketing strategy selection of Citic Prudential insurance trust products and makes a detailed analysis of the marketing of insurance trust products. The fifth part makes the implementation guarantee of citic Prudential insurance trust product marketing strategy. Finally, summarize the conclusions and shortcomings. In this thesis, the problems existing in the marketing of Citic Prudential insurance trust products are taken as the starting point to optimize the marketing strategy, so as to increase the competitive advantages of Citic Prudential insurance trust business and provide broader space for future development.
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