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论文编号：	12445
作者编号：	2320180477
上传时间：	2021/6/11 15:37:06
中文题目：	中国人寿天分公司寿险产品营销策略优化研究
英文题目：	Research on Marketing Strategy Optimization of Life Insurance Products of China Life Insurance Company Tianjin Branch
指导老师：	李桂华
中文关键字：	中国人寿天分公司;寿险产品;营销策略;实施保障
英文关键字：	China Life Insurance Company Tianjin Branch; Life Insurance Products; Marketing Strategy; Implementation Guarantee
中文摘要：	随着国民生活水平的逐步提升，人们的风险意识也随之上升，对保险的需求不断加大，保险业每年以40％的增速在全球递增，全球500强企业中，有53个是保险企业。中国的原保费收入逐年上升，截至2017年底，中国原保费收入规模已位居世界第二位，从总量上来看，对全世界保费的贡献率接近50%。与中国保险业发展向好同时出现的，是国内保险企业间的激烈竞争，当前国内保险企业超90家，保险行业已经不是红海而是血海，如何在这场血战中突出重围，形成独具特色的竞争力是保险公司需要攻克的难题。 中国人寿是一家与共和国同龄的大型保险央企，在行业内一直占领龙头地位，但近几年市场份额缩小、产品缺乏竞争力等问题逐渐显现，中国人寿天分公司是总公司下辖的省级分公司，在近些年的经营过程中也面临着相似的问题。本文以中国人寿天分公司寿险产品为研究对象，以服务营销理论、STP理论和寿险营销模式为依托，探讨寿险产品的营销策略优化及其实施保障措施。通过运用案例分析法、定性分析法等科学研究法，结合中国人寿天分公司的寿险营销环境极其现阶段自身发展的问题，找准市场定位并制定相应的寿险产品营销策略。 本文首先利用PEST模型对中国人寿天分公司所处的营销环境进行分析，根据实际工作经验和数据调查分析了公司寿险产品的营销现状和现存问题，得出公司目前在个人代理人、产品、价格、渠道等几方面均存在不同问题；随后根据STP理论的相关逻辑，进行天津地区保险市场的研究与细分，依照目标市场选择的几点原则确定中国人寿天分公司的目标市场，并从企业形象、产品、服务三个方面进行市场定位；根据问题和市场分析结果，结合7P营销组合策略，从定价、产品、渠道、品牌、促销组合、人员管理、销售过程等几个维度分别提出之匹配的营销策略；最后以组织保障、技术保障、风险防控三方面作为营销策略落地的实施保障。
英文摘要：	With the gradual improvement of people's living standards, the risk awareness of the public is rising, as well as the demand for insurance. The insurance industry is increasing at a rate of 40% annually in the world, of which take 53 seats of the Fortune 500. China's original premium income has been increasing year by year. By the end of 2017, the scale of China's original premium income has ranked the second globally, contributing nearly 50% of the world's premium. Alongside the development of China's insurance industry, domestic insurance enterprises is in fierce competition. There are more than 90 domestic insurance enterprises currently. The insurance industry is no longer a red sea, but a sea of blood. Insurance companies are facing challenges to get through the war and generate unique competitiveness. China Life Insurance Company is a large-scale central enterprise, embracing a leading position in the industry. However, in recent years, problems such as shrinking market share and lack of competitiveness of products have gradually emerged. As a provincial branch of China Life, Tianjin also faces the same problem. Based on the service marketing theory, STP theory and life insurance marketing mode, this paper discusses the optimization of life insurance marketing strategy and the implementation of safeguard measures. Through the use of case analysis, qualitative analysis and other scientific research methods, combined with the life insurance marketing environment of China Life Insurance Tianfen company and the problems of its own development at this stage, this paper finds out the market positioning and formulates the corresponding life insurance product marketing strategy. First, this paper analyzes the marketing environment of Tianjin Branch of China Life by PEST model. According to the actual work experience and data survey, it analyzes the current marketing situation and existing problems of the Tianjin Branch. It summarized that the company has problems in personal agent, product, price, channel, etc. Then it subdivides Tianjin insurance market based on STP theory; following the principle of target market selection, the target market is confirmed and the market positioning is carried out from three aspects including corporate image, products and services. By combining the results gained above and 7p service marketing mix strategy, the matching marketing strategies are put forward from the perspectives of product, distribution channel, brand, promotion mix, personnel management and sales process. Finally, organization guarantee, science and technology empowerment and risk prevention and control are concluded to be the guarantees for implementing the marketing strategy.
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