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论文编号：	13678
作者编号：	2320200543
上传时间：	2022/12/5 22:35:12
中文题目：	大都会人寿保险公司T分公司寿险业务营销策略及其实施研究
英文题目：	Research on Insurance Marketing Strategy and Implementation of MetLife Insurance Company T Branch
指导老师：	李桂华
中文关键字：	大都会人寿；营销策略；服务营销
英文关键字：	MetLife; Marketing strategy; Service marketing strategy
中文摘要：	2017年至今，中国连续四年在全球保险市场中排名第二位。随着中国经济由高速增长阶段转向高质量发展阶段，我国寿险行业发展也由重规模、高增速的发展模式逐步向高质量发展转型。“十四五”期间，我国人口老龄化情况严峻，由此引发的养老问题亟待解决，需要加大提升商业保险将在社会保障体系中的重要作用。寿险行业在我国仍有较大的发展空间。 从企业发展状况看，大都会人寿保险公司T分公司是一家中外合资寿险公司，开业初期续五年业务实现跨越式成长，年复合增长率达149.5%，发展态势较好，并且在天津地区树立了良好的品牌形象。但T分公司自2020年开始，受内、外部环境影响，业务增速出现逐年下降的趋势，与此同时，销售队伍也出现较严重的流失情况。如何解决当前业务所遇到的营销困境，实现公司稳定发展并保持其在天津寿险外资市场的领先地位，是大都会人寿T分公司目前面临的痛点问题。 本文以大都会人寿T分公司为研究对象，以市场营销理论为基础，围绕STP 理论、服务营销理论、保险营销模式展开研究和分析，通过运用PEST、波特五力分析模型、SWOT分析等工具，理清大都会人寿T分公司在天津地区的市场细分及市场定位。并针对T分公司市场定位，为其制定了适合公司发展的产品、品牌、价格、分销渠道、促销、人员、过程和有形展示营销策略组合和实施保障，帮助T分公司在竞争激烈的市场环境中逐步提高市场占有率，取得良好的经营效果，提升市场竞争优势。
英文摘要：	Since 2017, China has ranked second in the global insurance market for four consecutive years. With China's economy shifting from a high-speed growth stage to a high-quality development stage, the life insurance industry in China has gradually transformed from a large-scale high-growth development to a high-quality development. During the ‘14th five-year Plan’ period, The Chinese aging status is serious, and the pension problems caused by it need to be solved urgently, and it is necessary to increase and improve commercial insurance to play an important role in the social security system. The life insurance industry still has greater space for development in our country. From the perspective of enterprise development, T branch of MetLife Insurance Company is a Sino-foreign joint venture life insurance company. In the initial five years of operation, the business has achieved leapfrog growth, with a compound annual growth rate of 149.5%. The development trend is good, and the company has established a good brand image in Tianjin. However, since 2020, the business growth of T Branch has been decreasing year by year, and at the same time, the sales force has also suffered a serious loss. How to solve the marketing difficulties encountered in the current business, achieve the stable development of the company and maintain leading position in the foreign market of life insurance in Tianjin is the pain point of MetLife T branch at present. Based on the marketing theory, this paper studies and analyzes STP theory, service marketing theory and insurance marketing model, draws practical research conclusions, and develops a marketing strategy mix suitable for the current situation of MetLife T Branch.
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