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论文编号：	13677
作者编号：	2320200454
上传时间：	2022/12/5 22:33:55
中文题目：	D保险天津分公司高净值客户营销策略优化研究
英文题目：	Research on Marketing Strategy Optimization of High-Net-Worth Customers of D Insurance Tianjin Branch
指导老师：	齐善鸿
中文关键字：	高净值客户；服务营销；营销策略
英文关键字：	High-net-worth clients; Service marketing; The marketing strategy
中文摘要：	后疫情时代，人们购买保险的意识逐渐增强，保险行业进入高质量发展的转型期。但传统销售模式在人口红利逐渐消失、行业竞争加剧的背景下，已不再适合行业的发展，保险公司需要重新定义“以客户为中心”的使命、角色和社会价值。同时改革开放40年的高速发展，成就了一批高净值客户，这些人积累了大量的财富。《2021中国私人财富报告》指出2020年中国个人可投资资产总规模达到241万亿人民币，其中高净值客户共持有84万亿人民币，占比34.85%。如此大规模的财富管理，高净值客户已经成为了保险、私人银行、财富管理机构的必争之地。因此保险行业高净值客户的服务营销研究已迫在眉睫。 随着我国经济的快速发展、国内外市场环境的不断变化，高净值客户健康医疗保障、子女教育、品质养老、财富传承四个方面的需求日益突显。私人银行、财富管理机构仅看重资产配置中财富的增值，而无法实现财富管理与客户全生命周期的匹配，但保险则可以实现这样的功能。因此保险公司在高净值客户市场极具竞争力。本文以D保险天津分公司高净值客户营销为研究对象，首先分析了D保险天津分公司面临的宏观环境和行业竞争情况，接着用SWOT分析法对D保险天津分公司开展高净值客户服务中存在的优劣势、机会与威胁进行分析，得出当前面临的问题，主要表现为发展思路不清晰、专业能力不够、整体运营效率低、数字化转型不足四个方面。然后，根据定位（STP）理论和服务营销7Ps组合理论，提出了相关改进策略。最后，从组织机构、人力资源、信息技术与服务三个方面提出了具体的保障措施。 本文是基于作者对D保险天津分公司高净值客户营销的现状研究及对服务营销理论的理解，结合自身保险行业从业经验提出的建议策略，本文所提供的建议在未来具体实施高净值客户营销策略时，有待进一步实践和效果验证。另外，保险行业在不断发展的同时，公司高净值客户营销策略也需要不断地调整。希望本文能够为D保险天津分公司在高净值客户营销中起到一定的指导作用，同时也希望能够为其他同行企业起到参考和借鉴作用。
英文摘要：	In the post-epidemic era, people's awareness of buying insurance has gradually increased, and the insurance industry has entered a transition period of high-quality development. However, the traditional sales model is no longer suitable for the development of the industry under the background of the gradual disappearance of demographic dividend and the intensification of industry competition. Insurance companies need to redefine the mission, role, and social value of "customer-centered". At the same time, 40 years of rapid development of reform and opening up has created a group of high-net-worth people, who have accumulated a lot of wealth. The 2021 China Private Wealth Report pointed out that the total investable assets of Chinese individuals reached 241 trillion yuan in 2020, of which the high-net-worth group held 84 trillion yuan, accounting for 34.85%. With such large-scale wealth management, high-net-worth clients have become a must-win area for insurance, private banks, and wealth management institutions. Therefore, it is urgent to study the service marketing of high-net-worth clients in insurance industry. With the rapid development of our economy and the constant changes of the domestic and foreign market environment, the needs of high-net-worth customers in health care, children's education, quality pension and inheritance of wealth become increasingly prominent. Private banks and wealth management institutions only focus on the added value of wealth in asset allocation, and cannot match wealth management with the whole life cycle of clients. However, insurance can achieve such a function. As a result, insurance companies are highly competitive in the high-net-worth market. Taking the high-net-worth customer marketing of Tianjin Branch of D Insurance as the research object, this paper firstly analyzes the macro environment and industry competition faced by Tianjin Branch of D Insurance, and then uses SWOT analysis to analyze the strengths and weaknesses, opportunities and threats existing in the development of high-net-worth customer service of Tianjin Branch of D Insurance, and concludes the current problems. It is mainly manifested in four aspects: unclear development ideas, insufficient professional ability, low overall operating efficiency and insufficient digital transformation. Then, according to the positioning (STP) theory and the 7Ps combination theory of service marketing, the relevant improvement strategies are put forward. Finally, it puts forward the concrete safeguard measures from three aspects: organization, human resources, information technology and service. This paper is based on the author's current research on the marketing of high-net-worth customers of the Tianjin Branch of D Insurance and his understanding of the theory of service marketing, and combined with his own experience in the insurance industry. The suggestions provided in this paper need further practice and effect verification when implementing the marketing strategy of high-net-worth customers in the future. In addition, with the continuous development of the insurance industry, the company's marketing strategy for high-net-worth customers also needs to be adjusted constantly. It is hoped that this paper can play a certain guiding role for D Insurance Tianjin Branch in the marketing of high-net-worth customers, and also serve as a reference for other enterprises in the same line.
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