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论文编号：	13306
作者编号：	2320180588
上传时间：	2022/6/10 16:55:06
中文题目：	Y保险公司寿险产品营销策略及实施研究
英文题目：	Research on marketing strategy and implementation of life insurance products of Y insurance company
指导老师：	李东进教授
中文关键字：	保险公司；寿险产品；产品营销；营销策略
英文关键字：	life insurance；life insurance products；product marketing；marketing strategy
中文摘要：	近年来，中国的经济发展越来越好，整体呈现明显的上升趋势。随着经济的发展的速度越来越快，人们的收入越来越高，人们的生活水平也从过去的追求温饱提高到了追求质量的生活，整体而言有了很大的提升。保险业也越来越受到人们的关注，因此中国的保险前景非常好。国家政府对商业保险的扶持政策经常出台。寿险业是保险业利润来源的重要途径，由于中国人口众多，市场前景广阔，因此世界上各大知名保险公司和国内企业纷纷采用各种方式进入中国市场，希望通过拓展越来越多的寿险市场，获取巨大的利润。目前，我国居民理财仍然以银行存款为主，由于金融理财的局限性，没有很好地将分散风险与增加财政收入结合起来。许多家庭必不可少的保险产品就是寿险，其产品营销的重要性日益受到重视。 本文以Y保险公司为研究对象，Y保险公司由中外合资的共同持有的公司，一直发展良好。但是近几年，市场份额缩小、产品缺乏竞争力、渠道依赖性高等问题逐渐显现。本文运用PEST分析法全面细致的分析了对Y保险公司所处的政治、经济、生活以及技术等环境，通过SWOT分析法充分了解Y保险公司的优势、劣势和机会、威胁，通过日常工作经验及数据分析了Y保险公司的营销现状及现存问题。随后，结合STP理论，对Y保险公司的目标市场进行了明确定位，结合7P营销组合策略，从产品、促销策略、渠道策略、服务组合策略对Y保险公司现存问题匹配与之对应的营销策略。最后，对营销策略的实施以企业文化与人员保障、组织与制度保障、信息系统保障。
英文摘要：	In recent years, China's economic development is getting better and better, showing an obvious upward trend as a whole. With the faster and faster economic development, people's income is higher and higher, and people's living standard has improved from the pursuit of food and clothing to the pursuit of quality life.On the whole, it has been greatly improved.The insurance industry has also attracted more and more attention. Insurance is the first choice for many family assets investment. Therefore, China also has the reputation of being a big insurance country. National government support policies for commercial insurance are often issued. As the main profit source of the insurance industry, life insurance industry attracts the major insurance giants in the world and major domestic insurance companies to enter the Chinese market in various ways to explore more and more life insurance markets and obtain profits. At present, China's residents' financial management is still dominated by bank deposits. Due to the limitations of financial management, it is not well combined with dispersing risks and increasing fiscal revenue. The essential insurance product for many families is life insurance, and the importance of its product marketing has been paid more and more attention. This paper takes Y insurance company as the research object. Y insurance company is a joint venture insurance company, which has always been in the leading position among foreign insurance companies. However, in recent years, the problems of shrinking market share, lack of competitiveness of products and high channel dependence have gradually emerged.This paper uses PEST analysis method to comprehensively and carefully analyze the political, economic, living and technical environment of Y insurance company, and fully understand the advantages, disadvantages, opportunities and threats of Y insurance company through SWOT analysis method,and analyzes the marketing status and existing problems of Y insurance company through daily work experience and data. Then, combined with STP theory, the target market of Y insurance company is clearly positioned. Combined with 7p marketing mix strategy, the existing problems of Y insurance company are matched with the corresponding marketing strategy from product, promotion strategy, channel strategy and service mix strategy. Finally, the implementation of marketing strategy is based on enterprise culture and personnel guarantee, organization and system guarantee and information system guarantee.
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